OUR CORE CREEDS
People don’t buy products.
They buy experiences.You’ve got to start with the customer experience and work backwards to the technology.People will forget what you said, people will forget what you did, but people will never forget how you made them feel.A business is defined by the experience it provides.WHY EXPERIENCE MATTERS
Four Shifts When Experience Takes Center Stage
01 · ALIGNED
Seamless Integration
Bridging business strategy and core values into one truly integrated brand.
02 · ORGANIC
Self-Sustaining Growth
Immune to fleeting trends, we build ecosystems that grow on their own, powered by deep-rooted experience.
03 · FANDOM
Devoted Fandom
Moving beyond satisfaction metrics to build passionate fans who share and champion the brand’s philosophy.
04 · IMPACT
Measurable Impact
Value is proven through experience—driving customer preference and tangible business growth.
3 LABS, ONE TEAM
Research & Workshops
Uncovering the ‘Why’ behind customer choice through grounded data and field insights.
CX & Brand
Translating a company’s core values into a holistic, end-to-end customer experience.
Marketing
Transforming strategy into tangible, compelling experiences across every customer touchpoint.
OUR WORK
Contact us to explore in-depth case studies tailored to your specific business challenges.
Public institution
Conducted a 360° diagnosis of why a cultural complex was failing to attract visitors in their 20s and 30s, then set its spatial brand concept, space experience strategy and year-round online-offline CX guidelines.
Mid-sized Medical Device Company
To launch a new B2B e-commerce business for professionals, developed a differentiated brand concept, a service experience (SX) blueprint and core launch CX guidelines.
Public institution
Reengineered the design workflow for the AI era: mapped distinct collaboration boundaries between AI capabilities and human designers, defined granular task protocols, and validated the framework through customized corporate pilot programs.
Healthcare startup
Defined the service’s loyal customers by their behavior, and designed ‘aha-moment’ campaign experiences to win more of them.
Global mobility brand
Redefined the global mobility brand’s essence, diagnosed customer friction points in after-sales maintenance, and designed the warranty program’s direction, naming, storytelling and operating playbook.
Food-tech commerce company
Built a new food product strategy and category line-up for Gen Z, and designed a Gen Z-centric in-store experience for the flagship store.
ICT Consumer Goods Company
Created a brand concept and a phased CX launch framework for a new consumer brand aimed at Millennials and Gen Z, built for a successful market landing.
Public institution
Segmented participating organizations by submission behaviors to prioritize high-value entrant cohorts, establishing a global expansion roadmap to evolve the award into an inspiring, high-trust experience platform.
Broadcaster
Redefined the network’s core values and future vision amid rapid media disruption; delivered a brand strategy, corporate slogan, refreshed CI/BI identity system and 50th-anniversary PR direction.
Automotive brand
Validated vehicle positioning pre-launch through physical clinics comparing production cars and 3D models against competitor benchmarks; post-launch, conducted FGDs and paired IDIs to decode decision drivers—providing data-backed rationale for product and marketing strategies.
Cosmetics company
Gathered rich longitudinal usage insights through in-home diary studies where consumers recorded real-life application over extended periods, isolating nuanced daily friction and delight points to optimize product usability.
Healthcare · F&B · Electronics
Ahead of international product launches across healthcare, F&B, and electronics sectors, investigated local consumer journeys from initial discovery to adoption, identifying critical regional market barriers and strategic growth vectors.
E-commerce
Verified the browsing and buying behaviors customers don’t put into words with behavioral data, and interpreted the motivations behind them through in-depth interviews (IDIs).
Global coffee brand
Quantified concept acceptance and purchase intent to forecast pre-launch demand for line-extension products, and validated how they compete with and complement the existing range.
Finance · Cosmetics · Telecom · OTT Platforms
Diagnosed brand perception across industries, assessed advertising effectiveness, and developed communication messages that resonate with customers.
Educational Institution × Furniture Brand
Articulated core brand identity into architectural layout, visitor circulation, and sensory staging for a premier Cheongdam retail flagship, preceded by an AI-assisted creative tool training workshop with a media artist.
Entertainment company
Facilitated comprehensive customer journey-mapping workshops with frontline operational teams for an offline XR survival gaming attraction, seamlessly connecting every touchpoint from check-in to game conclusion.
Public institution
Group dynamics that combine a workshop with focus group discussions (FGDs): a moderator steps in as participants solve problems together through discussion. Useful for expert topics that need debate and agreed outcomes.
BEYOND RESEARCH & CONSULTING
Transcending traditional consulting: a problem-solving platform that builds internal capabilities for lasting growth.
01
REAL PROBLEM
We reject the conventional agency routine of generic market surveys and predictable decks. To uncover what lies beneath surface symptoms, we deploy multi-angle research methodologies, data analytics, and deep qualitative observation—focusing our core energy on defining the actual, foundational business problem.
02
THE UNION PLATFORM
Complex challenges can’t be solved by rigid teams relying on standard formulas. We unite our labs, our clients and a curated network of external specialists into one UNION, tackling multifaceted business challenges creatively.
03
TRUE INTERNALIZATION
A strategy deck tucked away after a two-hour presentation never changes a business. Our ultimate deliverable is not paper, but lasting internal capability: empowering clients to continue solving problems independently. By transferring full strategic context throughout every project, our handover becomes the launchpad for your self-sustaining momentum.
PEOPLE
Automotive & Mobility Research
20+ years in automotive & mobilityFormer Ipsos Korea, mobility research practiceQuantitative & qualitative mobility research
Consumer & Market Research
20+ years in global market researchFormer Synovate & GfK Korea, FMCG450+ focus groups · 600+ IDIs
Co-Creation & Group Dynamics Facilitators
CX customer journey & Design Thinking workshopsBirkman International Certified FacilitatorsLEGO® SERIOUS PLAY® Certified Facilitators
Head of CX Strategy
23 years in CX strategy · Head of CXFormer product planner & marketer, LG ElectronicsFormer Head of Product & Marketing, listed startupMaster’s in Business Analytics, KAIST
Brand Strategy
21 years in brand strategy & communicationsBranding for Hyundai, KBS, SK telecom, GoogleAalto University IDBM
Brand Communication & Experience Strategy
20 years in brand communicationKBS CI renewal · Toyota brand strategyPh.D. in Design Management, IDASAdjunct Professor, Sungshin Women’s University
Creative Art Director
16 years as a creative art directorBRANDING & DESIGN (2D / Digital / Brand Strategy)SPATIAL EXPERIENCE (3D / Physical / Spatial Design)M.Arch, WashU St. Louis · BFA/BSc, Industrial Design
Content Strategy & Editorial
17 years in content marketingFormer content marketer & editor at startups
Creative Producer
Creative planning, filming & editingShort-form & brand video production
Growth Marketing & Data Engineering Lead
Growth marketing & data engineeringFormer Head of Marketing, BrushmonsterHypothesis-driven ad performance optimization
CONTACT
Share a brief overview of the details below, and we will get back to you promptly:
ADDRESS
#7411, KAIST Seoul Campus, 85 Hoegi-ro, Dongdaemun-gu, Seoul, Korea