I’m JooEun. I started curating brands since 2012 because too many great businesses had forgettable brands — or worse, brands that didn’t match who they really were.

Too often, businesses get caught up in the noise of trends, competition, and the pressure to perform. But the brands that endure — the ones that truly resonate — are the ones that start with clarity of purpose.

I’ve worked with a variety of clientele in different industries to help them find their voice, sharpen their story, and look like the brand they’ve been becoming all along.

This work isn’t about trend-chasing. It’s about finding what’s real — and building around it.