Amorepacific Creatives

Background

The Creative Center is home to seven teams, each specializing in a different field such as brand, space, or strategy. Although we are all part of the same Center, it’s impossible to keep track of the countless projects happening simultaneously. While our archival site, ‘Amorepacific Creatives’ (AC), does a great job of compiling the final outcomes, so much of our work happens behind the scenes: the small considerations, the challenges, and the problem-solving processes that aren’t visible in the final result. But it’s too much to expect designers to voluntarily share these stories without being prompted. This project started with a simple thought: “If the reason no one is sharing is because no one is asking, then why don’t we start asking?”

Stunning products, beautiful spaces, amazing visuals… that was my perspective of the AC site as an outsider. The articles explained the development stories and design intentions, answering many of my questions. But at the bottom of each page, one thing always piqued my curiosity. The signature: Yoo Soo-ah. Who was this person? What was her role, and which team did she belong to?

First, I did a deep dive into the AC site. Some projects I knew from monthly meetings, but many were completely new to me. I chose the three that impressed me most and reached out to the designers or marketers responsible.

Fortunately, all three people I contacted cheerfully (?) agreed to an interview. To prepare, I studied their recent work. This prior knowledge was essential for crafting meaningful questions, fully understanding their answers, and asking relevant follow-up questions. To keep the conversation flowing naturally, I took minimal notes and conducted the interviews verbally, using the Naver Clova Note app to transcribe the audio. While my interviewees were sometimes a bit wary of the app, for me as an interviewer, it was indispensable.

Afterward, I reviewed the transcriptions and began editing the text for context and clarity. In a natural conversation, topics are often repeated, unrelated points come up, and sometimes the answer to the first question doesn’t appear until the very end. I then reassembled these scattered pieces to create a cohesive narrative for the final interview.

The interview with Yoo Soo-ah from Brand Creative Team 4 is currently live on AC. A total of five interviews will be uploaded as part of this series.

Interview URL : https://design.amorepacific.com/work/2023/monthly-ac/suah-yoo-brand-creative-4team-en/