about us
Rough Medium is a boutique creative agency that offers a constructed 360-degree solution for global partners by providing tailored visions in marketing, PR, events, distributions, partnerships and beyond.
At Rough Medium, we aim to define our partners' niche, ensuring their unique and captivating positioning expands to have a presence that resonates dynamically across diverse cultures and trends
mission
At the heart of our mission, we strive to connect coordinates and address the void in markets. Our focus is building brand prevalence and serving as a dynamic outlet for expansive global connections.
core value
Defining your own niche
Being different is not being wrong
Carving path, not following
philosophy
Everything starts from a rough idea. In a landscape filled with the typical, we carve our path, breaking through conventional barriers. Our ethos is to identify and infuse outlying positioning to define the niche and fill existing market voids. We further elevate them through curated strategies and poignant storytelling. By resonating deeply within prevailing cultures, we commit to building trends rather than merely following them, turning the abstract into reality.
Joanne Jiyoon Lee
founder and creative director
Born in Seoul and molded by international experiences, Joanne Jiyoon Lee seamlessly blends creativity with business realms. The artistic atmospheres of her childhood, shaped by a fashion photographer father and a fashion designer mother, laid the foundation for her pursuits.
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Joanne commenced her academic journey at Central Saint Martins, focusing on Fashion Design. However, her insatiable thirst for broader horizons led her to the London College of Fashion, where she delved into Honours Fashion Management, allowing her to develop a pragmatic business view point.
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Harnessing experiences from this multifaceted background, Joanne has collaborated with a gamut of partners, ranging from emerging talents to top-tier industry partners. Her portfolio boasts prestigious collaborations spanning fashion, beauty, and lifestyle sectors. This includes partnerships with illustrious names like Saint Laurent, Gucci, Givenchy, Chrome Hearts, Alexander Wang, Harper’s Bazaar, Elle, TikTok, Shinsegae International, Boontheshop, CJ E&M, Joongang M&B, Eyes Magazine, Moose Knuckles, Les Benjamins and more.
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Currently based in Seoul, Joanne specialises in brand consulting, creative direction, marketing, PR, and establishing brand partnerships within the creative realm. With an adept hand at global connectivity, she crafts strategies for brands, facilitating their market entry between APAC and Europe.
