Q1. Is creative sensibility an innate instinct, or something cultivated through experience and practice? How did you develop your own creative eye, Director H?

I believe there is definitely an innate element to creativity. But sensibility, once left unused, tends to dull and fade away. That’s why I put a lot of effort into constantly awakening and expanding my creative sense.

When I was living in New York, I developed my own ways of stimulating and maintaining this intuition—and interestingly, those habits have stayed with me to this day. Of course, visiting galleries or researching design references is helpful, but I personally enjoy drawing inspiration from completely different places.

For example, I used to visit architectural sites and collect fragments of lines, planes, colors, textures, light, and shadow from the buildings. Sometimes, I would cut up photographs to make patterns or reinterpret structural elements graphically. These activities weren’t goal-driven; I simply enjoyed the process, and that naturally helped me broaden my creative intuition.

Q2. As a creative director, when has your intuition been at its sharpest—and when has it been most challenged?

Honestly, intuition plays a crucial role in every project. It shines especially when the client trusts us and values the journey of building the brand together. I don’t just deliver results; I enjoy uncovering and expanding a brand’s potential.

The very first step of any project always begins with intuition. It’s the most thrilling moment. I can already envision the campaign in my mind and imagine which direction feels the most natural and impactful. From there, that intuition is shaped into strategy, then translated into a unique visual identity. I believe great design is born where intuition and strategy meet.

But thre have certainly been moments when intuition and strategy were difficult to convey. For instance, when we worked with clients who weren’t particularly invested in the project, or those who viewed our work as purely technical labor. In such cases, it’s difficult to kick off a project guided by intuition alone. First, we had to change their perception—helping them see the branding process as something exciting and collaborative. Convincing them that branding isn’t just about design execution, but a deeper exploration of values, was sometimes the biggest challenge of all.