Siwon Lee - Coach — Siwon Lee

Siwon Lee

COACH On/Offline Design

Designed and art-directed visuals for COACH’s global campaigns with monthly product launches, seasonal campaigns, and bi-weekly homepage updates, the challenge was to create more than just surface-level exposure.

Experience Design
Art Direction

1. Find Your Courage
Designed the Summer World homepage and digital assets, creating a seamless web experience that conveyed the campaign message.

2. Black Friday
Led both the shoot and design for the Black Friday campaign, capturing its fast-selling and sophistication through lens-blur effects and bold black–bright contrasts.

3. Holiday Collection
Designed and art-directed the holiday collection across online and offline touchpoints. Expanded VM wrapping patterns into graphics, blending Christmas colors with a retro vibe.

Neon sign, cup sleeve, signage

Signages

4. Holiday Collection
Designed and art-directed the holiday collection across online and offline touchpoints. Expanded VM wrapping patterns into graphics, blending Christmas colors with a retro vibe.

5. SS22 Runway
Key visuals inspired by Y2K and 1980s TV ads, combining neon colors, hand-drawn typography, and noise texture to emphasize a retro look.