The Design That Makes You Seen: From Gear to Voice

How One Designer Made Others Visible—and Became a Thought Leader by Owning His Voice

Kwanwoo Kim

Team Lead, Rider Design Team, Rider Policy Division

Woowa Youths Inc. / Baedal Minjok(Baemin)

2024 Adobe Make It Featured Speaker

From Quirky to Core: How Baemin’s Humor Became Its Brand DNA

🎤  What enabled your entire organization to stay aligned under one brand identity?

Baemin didn’t just build a brand—it grew one from the inside out.

From day one, Design wasn’t an add-on—it was built into our DNA.

Our founder, Bongjin Kim, came from a design background, and that changed everything.

Design became our language, our compass, and the glue that held the company together.

Because our leadership didn’t just respect design—it lived it.

Alignment wasn’t enforced; it happened naturally.

People often call Baemin’s tone quirky or offbeat—and they’re right.

But that voice didn’t come from a campaign brief. It came from the top.

Our leadership genuinely embraced that playfulness.It reflected who we were, how we saw the world, and how we wanted to show up in it.

And because it was grounded in belief—not trend—it stuck.

Design Isn’t Just to Impress—It’s a Tool That Delivers

🎤  In your view, what defines truly effective design?

Designers—myself included—often get caught up in micro-details: white space, shadows, pixels. And yes, that level of precision matters.

But users don’t experience design in pixels—they remember how it made them feel, whether it made sense, and whether it moved them to act.

That’s why I remind my team: 

“Perfecting a shadow is fine—but winning one more customer is better.”

Design is a tool, and like any tool in business, it’s measured by outcomes.

 “It looks good” is nice. 

But “this helped sell 50,000 units” is what real design sounds like.

If something looks great but doesn’t perform, we have to ask: 

Was it truly effective?

Over time, one thing has become clear to me:

Great design isn’t decoration—it’s performance.

That’s the difference between creative work and commercial impact.

Creativity Is Personal—But Collaboration Makes It Powerful

🎤 In a team of strong, creative personalities, how do you build healthy collaboration?

Every designer brings their own perspective—and that’s the beauty of this work. 

But I always remind my team: 

“We’re not here to make art. We’re here to solve problems.”

In business, design isn’t self-expression—it’s about clarity and impact.

You might love your concept, but if you can’t explain why it works, it won’t land.

That’s why I value communication and attitude—even more than raw talent.

Understanding what your cross-functional partners need, and responding with empathy and strategy, turns design into something effective.

When a designer listens well, asks the right questions, and brings others along—

that’s not just a creative mind.

That’s a partner I trust to build something that lasts.

Designing for Impact Starts With What You Don’t Know

🎤  What does it take to create design that truly resonates with the market?

There’s a Korean saying:

“You fix the barn after losing the cow.”

And in design, that’s often exactly the case.

Real clarity only comes when your work meets the world.

Release, test, adjust—each step sharpens the result. 

That’s why I believe: 

Failure isn’t a flaw—it’s part of the process.

You launch. You learn. Then refine. 

The real challenge is this: 

Can we pause, reflect, and improve—not just move on?

Growth doesn't come from repetition. It comes from learning.

Whether building a product, a brand, or a team—the ones who adapt and keep evolving are the ones who build resilience.

Leadership Isn’t Spotlight—It’s Stage Management

🎤  As a team leader, what’s the core philosophy that guides your leadership?

“If someone made it happen, their name belongs on it.”

It sounds obvious, but too often, credit goes to managers while the real contributors stay invisible.

So when I’m invited to speak, I say: 

“I didn’t lead that project—[Name], one of our designers, did.” 

If possible, I bring them with me and give them the stage. 

This was their idea. Their execution. Their result.

We call this our shout-out culture—not a casual ‘thanks,’ but public, specific recognition. 

\“Here’s who made it happen—and how.”

When people know their work is seen and valued,

they don’t just perform—they take pride.

That’s how you build a team that supports one another.

And real leadership?

It’s knowing when to step aside—and shine the spotlight on someone else.

Opportunity Finds Those Who Move

🎤  You were invited as a keynote speaker at last year’s Adobe Make It Conference. How did that opportunity come about?

When Adobe launched Firefly—their generative AI design tool—real-world case studies were still rare.

But our team had already been using it—not just creatively, but strategically.

We shared how it helped us move faster, stay agile, and deliver value—and that caught Adobe’s attention.

That’s when it clicked for them: 

“This person doesn’t just use the tech—they understand the business behind it.”

We weren’t invited just for being early adopters—but because we had a clear reason why it mattered and what it meant for the brand.

Big Stages Aren’t Just for Big Titles

🎤  It’s not easy to stand on a global tech stage like that. What was going through your mind?

It was overwhelming at first. When the invitation came, my first thought was: 

“Wait—am I even the right person for this?”

Let’s be real—those stages are usually for design leads or C-suite execs.

I was just a designer, deep in the day-to-day.

I even heard things like: 

“You? Really?” “Why would they pick you?” 

It stung—but it pushed me to focus.

Because here’s what I believe: 

“Opportunities don’t wait for the most polished—they find the ones who keep moving.”

So I got to work. I built the talk—story, context, relevance. 

And when I shared it with the Adobe team, they said: 

“This is perfect. Present it just like this.”

That flipped a switch.

It wasn’t about nerves anymore—it was about showing what real, hands-on design leadership can look like

You Don’t Need a Title to Be Seen

🎤  Standing on that stage—what kind of message did that moment leave on your career?

It was a moment I’ll never forget.

I wasn’t a big name.

I didn’t have a title or decades of experience.

So being on that stage felt surreal—and humbling.

But what meant the most?

Adobe chose to spotlight someone doing the real work, every day.

Not the most high-profile speaker—someone who executes.

That choice showed me what leadership really looks like.

From that experience, one truth became clear: 

“It doesn’t matter where you sit or what your title is. If you move, if you act—opportunity will come find you.”

It’s something I carry with me—and a message I hope more designers believe in, too.

How a Mint Vest Became a Signal of Trust

🎤  What sparked the push to strengthen rider branding—and what kind of impact did it create?

We didn’t start with a vest—we started with a question: 

“How are our riders being seen?”

As the delivery industry gained visibility, so did unfair assumptions about the people behind it. If riders are the face of the brand, then their image deserves intention—not indifference.

That’s how the mint-colored rider vest began. 

We thought it was just gear.

It became something more.

Riders, often working alone, began to carry visibility, identity—and even pride. Now, when someone sees that vest, they know instantly: 

“That’s a Baemin rider.”

A small design detail—but it built trust, quietly and powerfully. 

That’s when I realized: 

Design doesn’t just shape a brand—it protects people. 

And sometimes, the most powerful thing it can do is make someone feel seen.

From Safety Gear to Social Design

🎤  What direction is your design strategy heading toward now?

Our focus on wearable branding sharpened after visiting a delivery industry expo in Germany.

There, I saw that rider safety isn’t just about better gear—it’s about systems: reflective materials, ergonomic design, and visibility-first thinking, all working to reduce real-world risk.

That clarity stayed with me: 

“This is the direction we need to move in.”

Since then, we’ve been developing rider gear that’s safer, more functional, and unmistakably Baemin.

But more than performance, one belief drives us:

Design can protect. 

It can give people visibility, dignity, and presence.

That’s our goal now—design with impact, for those who wear it in the real world.

Because at its best, design doesn’t just shape brands. It shapes society.

Good Design Isn’t Enough—The World Needs to See You, Too

🎤   As a designer and a leader, what advice would you give to the next generation about personal branding?

Many designers showcase their work—but hesitate to show themselves.

In a field obsessed with perfection, we don’t just edit our designs—we edit ourselves.

I’ve heard: 

“I’m not an influencer.” 

“My work is beautiful... but I’m not.”

But that hesitation isn’t about skill. It’s about visibility.

So I tell my team: 

“If you want your work to be seen, you need to be seen, too.”

Quiet portfolios don’t build presence.

If you want influence, show up—before the world comes looking. 

Talent opens the door. 

But presence keeps it open. 

Speak. Write. Share what drives you.

Be the designer who doesn’t just build a brand—becomes one. 

That’s what I want to see more of:

Not just skill, but visibility with purpose.

Want to gain regular insights through our newsletter?

👉 Subscribe to the Newsletter