Select Works

CHANEL

Where global vision meets local nuance.


A curated selection of CHANEL Korea copy work across campaign localization, brand storytelling, product desirability, and tone-of-voice governance.

Major campaign copy adapted from global messaging into Korean with House tone, local nuance, and stakeholder alignment intact. My role involved selecting the strongest copy direction, presenting clear rationale, and refining language through feedback when needed.

  1. Campaign Localization & Transcreation

2. Brand Storytelling & Editorial Copy

Editorial and narrative-led copy developed to translate CHANEL’s heritage, creative codes, and cultural vision into Korean with elegance and clarity. I shaped longer-form stories with careful attention to structure, rhythm, and nuance, ensuring each piece felt both faithful to the House and natural to the local audience.

I set the tone and manner for major campaign and show communications across CHANEL Korea’s three divisions: Fashion, Watches & Fine Jewelry, and Fragrance & Beauty.

This work includes shaping storytelling structure and language guidelines for touchpoints such as website moodboards, social channel communications, video assets, and campaign materials, ensuring each story feels smooth, impactful, and unmistakably on brand.

3. Copy Governance & Tone Systems

Building the governance systems that keep the House’s Korean voice consistent, precise, and unmistakably CHANEL.
In a market where CHANEL sets the standard for luxury and beauty communication, I refine tone of voice, set terminology standards, shape channel-specific copy frameworks, and validate major communications across digital, CRM, social, and client-facing touchpoints. Every message is reviewed for clarity, rhythm, readability, and brand integrity, preserving global creative intent while strengthening local nuance and emotional resonance.

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Core Responsibilities

Brand voice stewardship
Tone of voice refinement
Terminology standards
Channel-specific copy frameworks
Campaign messaging direction
Korean-English-French naming logic
Transliteration standards
CTA and UI copy principles
Cultural insight for global teams
Final copy validation across major files

Scope

Major campaign communications
Website and e-commerce
Campaign landing pages
CRM and client communications
Social and digital touchpoints
CTA and UI copy
Agency and partner copy review

Impact

Established clearer standards for CHANEL Korea’s brand communication
Improved consistency across divisions, channels, and partners
Strengthened local readability while protecting global brand intent
Reduced fragmented wording across teams and touchpoints
Created reusable frameworks for future copy development and review
Elevated Korean messaging quality across major campaigns

I write, edit, and validate in-house editorial content across both short-form and long-form formats, from website content and event copy to social assets, publisher content, and in-house magazines including 31 rue cambon for Fashion and COCO for Beauty.

Across these projects, I refine the language to preserve the global creative vision while making each piece feel clear, elegant, and naturally resonant in Korean.