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Jiwon Shin / Founder, Global Executive Director
An internationally acclaimed branding designer, and the Owner and Executive Director of Firefly in New York (USA), and Prague (Czech Republic).
Born in Seoul, Korea, Jiwon trained as a designer at Ewha University in Seoul and Pratt University in New York. She began her career in Seoul where she led the Samsung corporate identity creation from its initial creative phase through to its final system development. In 1994, she moved to New York City where she worked for several prominent companies, focusing on the creation of corporate and brand identity. In 2001, she joined FutureBrand as a Director, and three years later, she established her own company, Firefly. She extended her activities to yet another continent in 2007, when she opened a Firefly branch in one of Europe‘s most picturesque capitals, Prague. Plans of going global have already been set forth, with Firefly’s leap into Seoul by 2010 – bringing Jiwons career full circle back to where it began.
Jiwon has directed over fifty major branding programs in a wide range of industries, contributing to the visual impact and rejuvenation of companies as varied as Samsung, Eta, Nautica, Gap, Japan Airlines, Thrivent Financials, Marriott Hotels, UPS and Voom. Jiwon received numerous international design awards and has been featured in a number of publications including Creativity, Communication Arts, Great Packagings (USA), Graphis (Switzerland), Corporate Image Design (Japan) and International Trademark & Symbols, and has lectured on branding and design at several universities and institutes, such as in Dubai where the American University held a retrospective exhibition of her design work.
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Rudy Lee / Global Brand Strategist
Top global strategist with more than 17 years of global branding strategy and communication experience.
Native to Seoul, Korea, Rudy majored in Economics at Yonsei University and followed up with a master degree in the same field. He began his career at Cheil Communications where he nurtured many global brands by using his superb planning and strategic skills, along with his talent for project management. Starting in 1998, Rudy supervised the Samsung Global Brand Development Project as the strategist for 9 years. In 2007, he moved to LG Electronics to lead their Brand Strategy Group. He successfully developed a new global brand identity for LG Electronics and set up the implementation structure through a global agency consolidation. After his experience with Cheil and LG, he next took part in Diamond Ogilvy Korea, leading the 360 Planning Division and working with many different product categories such as food, beverage, cosmetics, and financial organizations. Rudy is now in charge of Firefly‘s Seoul office as well as developing brand strategies for Firefly’s global network of clients. |
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Israel Horovitz / Brand Tagline Creator
An internationally renowned playwright and screenwriter who has authored more than 50 produced plays, which have been translated into more than 30 languages.
A native of NYC’s Greenwich Village, Mr. Horovitz started his career as a copywriter for a prestigious advertising agency. After becoming a freelance playwright, he won numerous awards including the OBIE, The NY Drama Desk Award, European Academy Award and Prix du Jury-Festival de Cannes. His plays have featured such film stars as Al Pacino, John Cazale, Richard Dryfuss, Diane Keaton, and Jill Clayburgh. Mr. Horovitz is founder and Artistic Director of Gloucester Stage Company, and of the New York Playwrights Lab. Former Czech President, Vaclav Havel, and Mr. Horovitz are close friends and former writing partners. Mr. Horovitz currently creates taglines for Firefly Branding.
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