Acup Brand Strategy & Creative Direction
Role
Brand Strategist / Creative Director / Graphic Designer
Duration
Aug 2024 – Present
Tools Used
Canva, Notion
Location
Seoul | South Korea
The Challenge
The brand lacked consistency in delivering messages on social media and in visual design across its website. This gap made it difficult to establish clear positioning, grow awareness, and build a strong brand proposition that could drive revenue.
Approach
  • 🔎 Research
    → Conducted CX research, informal user interviews, and data analysis to identify brand perception gaps.
    01
  • 🗓️ Promo Strategy
    → Analyzed sales trends and designed seasonal promotional campaigns.
    02
  • 🎨 Design
    → Created unified brand assets and social media publications that reinforced the new brand voice.
    03
Solution
Developed a consistent brand voice, redesigned digital assets, and launched integrated promotional campaigns across digital channels — ensuring visual and verbal coherence throughout the customer journey.
Impact
Revenue
ROAS increased by 600% within 9 months through optimized promo scheduling and creative direction.
Brand Awareness
Brand engagement improved by 35%, with stronger interaction across Instagram and campaign channels.
Trend Description
① Early Stage (Dec 2024 – Apr 2025)
  • Dec 2024 starts with 200% ROAS, a decent baseline.
  • Jan–Apr 2025 fluctuates between 55% and 200%, showing experiments and instability in early campaigns.
  • This period looks like a testing & adjustment phase.
② Growth Phase (May – Jun 2025)
  • From May 2025, ROAS jumps to 120% → 280%.
  • A strong upward trend begins, indicating improved targeting, creatives, or campaign strategies.
  • Jun 2025 peaks at 280%, confirming positive momentum.
③ Acceleration (Jul – Aug 2025)
  • Jul 2025 → 360% ROAS, showing steady growth.
  • Aug 2025 climbs further to 400%, maintaining consistent upward momentum.
④ Breakthrough (Last 30 days, Sep 2025)
  • A dramatic increase to 600% ROAS — marking the most successful campaign so far.
  • This indicates optimized promo scheduling, stronger creative direction, and cumulative campaign learning.
Insights

  • The overall trend is exponential growth: from inconsistent results in early 2025 to a 600% return by Sep 2025.
  • The steady rise after Apr 2025 suggests that refinements in strategy, design, and influencer collaboration began to pay off consistently.
  • This chart shows a clear proof of scalability: the more campaigns ran, the more efficient and impactful they became.
Key Learning

This project reinforced the value of aligning creative storytelling with data-driven insights. I learned that consistent brand expression — across visuals, campaigns, and positioning — directly shapes measurable growth.

www.meetacup.com