Austin Kang

Rebranding, digital marketing, and SNS management for chef, entertainer, and model Austin Kang.

Initiated SNS rebranding project: revamping Instagram, starting TikTok, and planning Youtube direction
Spearheaded the rebranding of Austin, reaching beyond the "chef" image
Brand collaborations: Golden Goose, Jaeger-LeCoultre, Perrier-Jouët, Duvetica, etc.

1/10

Rebranding through First Principles Thinking (FPT):

Utilized FPT strategy to reverse-engineer two main questions and strategize from the bottom up:

1. How can we promote Austin Kang effectively?

2. What images can Austin Kang portray to appeal to the greater public?

This technique helped visualize where Austin's opportunities lie in the entertainment world as well as which outlets to target.

SNS (Re)Branding:

Tone Mood Board

Fitness Shots Mood Board

Tone Mood Board

1/29

Highlights:

230K views

360K views

190K views

31K views

Instagram Revamp:

Personal → celebrity page
- Improved quality of photos (blurry iPhone to high quality iPhone shots, film, DSLR)
- Stable posting schedule; higher frequency of posts
- Diverse content: daily shots, professional shots, reels, videos, PPLs
Unified tone: high contrast, saturated, sharp
Original/ground-breaking (in Korea) videography for showcasing cooking

Kelly Oh