About us
Defining is an innovative design office located in Seoul. We provide strategic and integrated design services for the manufacturing business. For our team, consisting of partner designers from Samsung Electronics Design Center, design doesn't just mean changing the style. Defining helps our customers lead the market and grow their businesses by innovative product and creatively solving the problems that the company has.
We want our designs to clearly demonstrate the identity of the company and its products, while also providing innovation and marketability to lead the trend in the industry's competitive environment. For this purpose, we pay close attention to trends in contemporary culture, philosophy, and overall areas including clothing, food, and housing, and we maintain an open and progressive attitude in dealing with projects to provide the best solution to our customers.
Why Defining
Industry-leading Designer
from Samsung
Market Leadership
by Strategic Design
We understand the role and importance of design that companies need to gain market competitiveness. In a market landscape with evolving consumer demands and intensifying competition, design emerges as a crucial strategic asset for companies to gain a competitive edge. Defining's design services are effective both for companies entering new markets and for those looking to expand their market. It also increases market competitiveness by developing differentiated product designs based on market segments and ensures that the corporate’s identity is accurately delivered to users.
Total Service :
From Idea to production
Partners
Yohan YUN
Founder and Director, Design
Redefining the way we live and giving us the right values through the act of design, he served as the Creative Director of Samsung Electronics Design Center and as the Chief Designer of the PC Business Division, and was awarded the Proud Samsung Person Award, the most prestigious award within Samsung Group. He has also received the world's top three design awards, including the Oscars of the design field, IDEA in the U.S. and IF and Red-Dot in Germany, and has been awarded the Prime Minister's Award, the Minister of Knowledge Economy, the Minister of Trade, Industry and Energy, and the Minister of Public Procurement for his contributions to the development of design in Korea. Today, his interests as a designer extend to the entire lifestyle, including branding, furniture, food, video, interiors and architecture, and in addition to his work for clients, he is also an entrepreneur who plans, develops and operates his own brand based on his design philosophy and aesthetic. Since 2015, he has been teaching at the Samsung Art & Design Institute (SADI), where he is nurturing future talent.
Proud recipient of the Samsung Award of Honor
Member of the Korea Association of Industrial Designers (KAID)
Adjunct Professor at SADI (Samsung Art & Design Institute)
Winner of 3 major design awards in the world (IDEA, IF, Red Dot)
Served as Chief Designer of Samsung Electronics' PC Division
Served as a board member of Samsung Electronics DI Committee
Selected as Best Designer at Samsung Electronics Design Center
Received the Prime Minister’s Award
Received the Minister of Trade, Industry and Energy’s Award
Awarded the Minister of Knowledge Economy’s Award
Sangwon YOON
Director, Design
He believes that good design creates a better future by bringing together customers, business, and technology to create value, marketability, and enablement. With years of experience as a design director at Samsung Electronics and a convergence background in design and engineering, he co-founded a start-up that manufactures hardware. He also creates sustainable design brands and develops lifestyle products for a better future. He has won the Proud Samsung Award and many global design awards, including IF, Red-Dot, IDEA, and G-mark. He is an adjunct professor at IDAS, Hongik University, and has been studying convergence design as an adjunct professor at Samsung Advanced Design Institute (SADI) and Kyunghee University's Industrial Design Department. As a partner in Defining, he defines the right problem based on empathy and understanding of customers, implements customer-centered ideas through convergent processes, and pursues meaningful innovation to solve customers' problems at a fundamental level.
Jaeho Kim
Director, Market Strategy
As a long-time product planning leader at Samsung Electronics, he successfully launched various innovative products and contributed to corporate value creation through his strategic thinking and problem-solving skills. He is currently a professor at Korea Advanced Institute of Technology, where he researches and lectures on product planning, and serves as an evaluation and expert committee member at the Korea Startup Agency, Design Agency, and SME Distribution Center based on his practical experience and theoretical background. He seeks to optimally utilize given resources to produce the best results and develops processes to support sound decision-making. He strives to achieve corporate strategic goals through overall product planning tasks ranging from market research, customer analysis, concepts and differentiation plans, and marketing strategy development, and also strives to foster future product planning experts through education and mentoring. He also provides creative and practical strategies based on deep understanding and empathy for customers and markets to grow clients' businesses and lead innovation.
Dukhyun YOON
Director, Product Development
Creating a good product not only requires high expertise, experience, and creativity in the design and engineering process, but also requires thorough quality verification through testing processes to ensure product reliability and product characteristics at the manufacturing stage. He had a successful career as a product development partner at Samsung Electronics, and later joined Awair, a Silicon Valley-based H/W startup, as a founding member, where he led product design, H/W development, and communication module development as a VP in charge of mechanical design and production management. He played a key role in the development of Awair's products and the establishment of production lines, including acquiring product certifications, packaging design, and production line design. As a partner at Defining, he has experience and understanding of the entire product development process from design to production, so he is responsible for solving problems that arise during the product development process and supplying products that meet customer needs.
Sangseop CHOI
Advisor, Design & Development
An expert in industrial design and product development, he started his career at Samsung Electronics Design Center and founded his own design company in 1998, and has successfully developed new product designs for about 150 clients in Korea, Germany, the United States, China and Japan. He has won numerous national and international design awards and has been recognized for his contribution to the acquisition of intellectual property rights. Based on our long and diverse experience, we consult in all stages and fields of product development, from the concept generation to design development, product design, mold making, and mass production.
Awards
Our team, led by former designer at Samsung Electronics, provides strategic and integrated design services based on a wealth of experience, diverse specializations, and creative capabilities. Our passion for and ability to get design right has been recognized by winning prestigious design awards around the world, and we are honored to have been recognized by the Korean government for our contributions to the country's design industry.
