S.I.Village
2023 • Social Media
Content Producer
Responsibilities
• Created a video shoot guide curated to each influencer’s characteristics.
• Editing, graphic design, motion graphics.
Client S.I.Village (Shinsegae V)
Agency Dot Slash Dash
Goal
Build a Cohesive UGC Experience
S.I.Village, now known as Shinsegae V, is a leading Korean fashion and lifestyle retail platform operated by Shinsegae Department Store, one of South Korea’s oldest and most established department stores, founded in 1930.
S.I.Village regularly shared weekly product reviews and promotional content on social media through its “Si Village” (Korean: 시마을) series. However, the brand faced challenges in maintaining consistent UGC quality and ensuring that creator-generated content aligned with its visual identity. To address this, Dot Slash Dash (DSD), an emerging social platform centered around beautifully curated slices of everyday life, partnered with S.I.Village to elevate its social content and establish a more cohesive brand experience.
Lifestyle
Approach
Balance Brand Standards with Creative Freedom
Brands often face a challenge when collaborating with influencers: they need to maintain brand consistency without limiting the creator’s authentic voice, while creators need enough creative freedom to showcase their unique style. Recognizing this tension, I focused the guidelines on balancing both the brand’s objectives and each creator’s individual strengths. I developed tailored shooting guides for each creator, clearly communicating the product’s key features while leaving room for their own creative interpretation.
I also developed new graphic elements to establish a consistent visual identity across the campaign. The title design highlighted the collaboration between DSD and S.I.Village while maintaining harmony with each featured product brand. For detailed product information, I created a neutral graphic system that could seamlessly adapt to different creators’ visual styles, then incorporated subtle motion to keep the information engaging without disrupting the overall creative direction.
Achievement
Turn UGC Into Branded Assets
The final deliverables were published across S.I.Village’s website and social media channels, as well as the Dot Slash Dash app. The project was completed with minimal client revisions and received strong client satisfaction. The videos served as promotional assets for individual products while establishing a consistent visual identity across S.I.Village’s UGC content.