Q4. What core values guide you in running TIN? And how do you reflect those values in your projects?

I believe that how much you love what you do completely changes your attitude and perspective toward the work. When your perspective shifts, even a single project takes on a deeper meaning. That’s why we don’t place limits on creative work.

In fact, it’s impossible for us to approach it in a calculated way. We don’t try to neatly package what the client expects and what we deliver.

As a result, we often go far beyond the original scope of the project. Sometimes, even after going through dozens of internal tests and iterations, the final result may not be fully understood or recognized for its value.

But we genuinely love design itself. We treasure the entire process of bringing intangible ideas into tangible form—and that sincerity becomes a kind of healing.

When you enjoy creating new things through the work you love most, your work becomes more than just a job or a means of making a living—it transforms into a process of creating something meaningful.

That’s why I believe love is the most important value.

When that love is present, it not only reaches the client but also allows the brand to be interpreted on a completely different level. And that spark that breakthrough moment begins with love.

Q5. Many brands emphasize the importance of identity, yet that identity often evolves over time. Do you believe brand identity should remain fixed, or is it okay for it to change?

A brand must change. The world is constantly shifting, and a brand needs to grow with that flow. As long as the change doesn’t stray from its direction, it becomes evolution.

Once a brand reaches a certain level of maturity, it begins to influence the world around it. But if a brand refuses to change, it’s often a sign that it’s clinging to preservation rather than pursuing growth. And that may mean the brand has stopped evolving.

A brand cannot be made to “live forever” based on a few fixed values. The belief that a brand must “never change” can serve as a baseline—but paradoxically, that obsession can become the very thing that hinders its growth.

That’s why we don’t try to define a brand’s fixed “form.” Instead, we plant a strong, simple core—one that can grow in any direction. Ultimately, a brand should grow like a living organism. What must be protected is not the form, but the direction. And what must never change is not the words themselves, but the energy within them.