I’m Sanhee Lee, a brand & web designer based in Daejeon, focused on building brand identities and carrying them all the way into live websites—from first concept to launch.
I’m Sanhee Lee, a brand & web designer based in Daejeon, focused on building brand identities and carrying them all the way into live websites—from first concept to launch. I design visual systems with an editorial, monochrome sensibility and translate them into responsive landing pages, always shaping the details through art direction and practical web design.
I use AI tools in a disclosed, responsible way—especially for mood boards, concept development, and pre-visualization—alongside hands-on design work in my day-to-day process. My goal is to make every brand feel cohesive across identity, typography, motion, and web experience, so the final product stays true to the concept from start to finish.
The brief: A pet-care app where families share daily routines. What I made Home: today's progress and the next task at the top Routine timeline: who did what, and when Add routine: one bottom sheet, shared with the family Weekly report: turns numbers into one fix you can apply right away Result: A home screen built around today's tasks, with one tap to mark a task done. *GYEOT is a fictional concept. UI written in Korean for a Korean audience.*
The problem: A common e-commerce dashboard shows everything at once: 14 navigation items, 8 equal KPI tiles and issues buried in tables. What I changed Attention first: delays, failed payments and low stock sit above all metrics, each with one action 4 KPIs, not 8: only numbers that drive a decision, each with its trend One chart, one question: revenue over time, channels as simple bars 7 nav items: daily work up top, setup tucked under Workspace Result: A dashboard that shows "what needs you today" instead of "everything at once." *Stackwell is a fictional product created for my portfolio, not client work.*
The brief: Present 21 very different projects so a visitor can find the right one in seconds. What I made Information architecture designed from scratch Category filters and case cards with key numbers on each card A skippable intro film and an AI-use note Korean and English content Result: A responsive work index that turns a long list into a clear path. Live: https://www.twine.net/signin
The problem: Job and grant postings in Korea are long and hard to scan. People miss eligibility rules, required documents and deadlines. What I made A web app: paste any posting and it lists eligibility, required documents and deadlines A personal check that compares the rules against your age, city and status The full product: planning, UI design, build and an App Store–style screenshot set Later redesigned in Figma with components, screen states and a developer handoff guide Result: A live product I use and maintain. Live: https://www.twine.net/signin *Planned, designed and built solo, with AI tools in the workflow.*
The brief (self-initiated): A lookbook for a fictional fashion line about the face and the back view: the same space, two different gazes. What I made Six looks and a campaign archive Art direction for AI-generated visuals: palette, light, styling and pose rules so every image belongs to one collection A long, image-led web layout with editorial pacing and restrained typography Result: A complete campaign world from concept to web, with AI use disclosed on the site. More in my portfolio: https://www.twine.net/signin
The brief: An identity for my own studio, AURA SEOUL, that feels cinematic, precise and quiet. What I made Wordmark, star symbol and a chrome visual language A website where, on scroll, the logo turns into the symbol and a chrome serpent, with one line of copy per scene A motion on/off toggle for accessibility Two brand characters, SAN and HEE, each with their own visual rules for images and short clips Result: One consistent visual world across the website, motion and social. Live: https://www.twine.net/signin
The brief (self-initiated): A fragrance store for the scent a city leaves behind. The problem: you can't smell perfume online, so the goal was to help people try first. What I made Brand rules: one bottle shape, a black, white and chrome palette, Seoul at night A consistent set of AI-directed product photos: one reference bottle, only the liquid colour changes per scent A live store prototype: home, product pages with scent notes, free samples, bag and checkout A scroll-driven "night walk" where the page moves from 10pm to 6am Mobile layouts checked at 390 px Result: A working store concept built with Claude Code, iterated through four drafts until it matched the brand. Live: https://www.twine.net/signin *Concept project, not a real store. AI use is disclosed on the site.*
Designed brand identities and visual direction, including monochrome/editorial brand guidelines and visual systems. Built responsive websites and landing pages from brief to launch, including layout and art direction. Used generative AI to create mood boards, support concept development, and assist pre-visualization, with AI usage disclosed on projects.
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