Crafting a Brand: The Journey of Point of View

Point of View transforms stationery into creative tools, fostering connection and inspiration through thoughtful design and brand philosophy.

### The Philosophy Behind Point of View's Brand
Branding is compared to a writing style, encompassing **voice, tone, and attitude**, with a focus on **creating a strong connection with people**. Kim Jae-won, the CEO of Point of View, shares his journey from dreaming of owning a stationery store to creating a brand that proposes **tools for creation and creative spaces**. The unique atmosphere and concept of Point of View have inspired others, making it a pioneer in offering a space that **assists creative activities**.

### The Evolution of a Café and Stationery Brand in Seongsu-dong
The café owner was a pioneer in Seongsu-dong, opening the **first café** in an area that was previously empty. As more cafés emerged, they brought in more people and created a **desire for exploration and unique experiences** in the neighborhood. The owner then decided to open a stationery brand, aiming to provide **creative tools and inspiration**, while also creating a **chaotic and stimulating space** to evoke feelings of **motivation and excitement**.

### The Inspiration Behind Point of View
The author's creative journey for Point of View was sparked by watching the movie **Phantom Red** on a flight, which influenced their **color scheme and design philosophy**. They resonate with the character **Kim Tae-ri**, who secretly collects items, reflecting the author's own **obsession with details** and the desire to create a **supportive space**. The brand's unique approach, using **solid wood for depth and character**, and the decision to launch a newsletter, **PoPo**, aim to **build stronger connections with customers** and showcase a **different side of the brand's personality**.

### The Essence of Popo and Brand Creation
Popo's cuteness comes from a mix of **playfulness and chicness**, reflecting the brand's unique planning approach. The brand's criteria are established by creating a **consistent style and tone**, similar to a person's writing style. The importance of perspective is emphasized in the brand's concept, with a focus on **hidden elements and engaging narratives** to create a **strong connection with people**.

### The Impact of Cézanne's Perspective on Art and Branding
Cézanne's unique approach to perspective in his still life painting of apples challenges the notion of a **single viewpoint**, capturing **different angles in one frame**. The speaker reflects on their own journey from personal passion to building a brand, emphasizing the importance of **operational control and dedication** in creating a successful business. The brand, Point of View, has grown from a small space to a popular destination, attracting a **broader audience** and fulfilling the speaker's desire to create a **culturally interesting space** in Seongsu-dong.

### The Journey of Brand Building and Transformation
The speaker had a **strong desire to absorb knowledge** and meticulously planned the brand's expansion, leading to **unexpected positive reactions**. The struggle of running a café and the emotional toll of closing the door prompted a mix of feelings, ultimately leading to a **powerful moment of realization** and **dedication to the brand**. The collaborative effort between two companies for planning and execution, along with the **overwhelming success of the opening**, created a **theme park-like atmosphere**, but also brought **conflicting emotions and challenges** in maintaining the **original vision**.

### Struggles and Reflections on the Flagship's Design
The speaker contemplates the struggles behind the statement "**I don't think I can go**," questioning the effectiveness of the flagship's **design and location**. There is a tension between the need for a **sufficient number of people to operate the scale** and the reality of the upper floors being **less busy**. The speaker reflects on the impact of **objects and experiences** on the creative process, while also grappling with the challenges of gaining **understanding and relatability** from a diverse audience.

### The Journey of CEO Kim Jae-hyun and Point View
CEO Kim Jae-hyun emphasizes the importance of a **driving force behind pursuing satisfaction** and maintaining a business. He shares his desire to create a **cultural space** and explore new challenges, such as knitting and opening a stationery shop. Kim is planning a stationery fair to bring together various brands and create **fun, content-driven events**, while also offering unique perspectives through tools and membership content.

### The Art of Branding: Crafting a Unique Identity Through Storytelling
* 🖊 Branding transcends mere creation; it involves the **art of writing a brand's identity**, encompassing its **voice, tone, and attitude**, which ultimately **shapes its direction**.
* 🔗 Discovering the hidden nuances of a brand fosters a **deeper connection with its audience**, as these elements weave **invisible threads** that link the brand to the people it interacts with.
* 🌱 The journey of branding often begins with personal passions, as exemplified by Kim Jae-won, who transformed his **childhood dream of owning a stationery store** into the flourishing brand **Point of View**.
* 📚 Point of View aims to be more than just a stationery store; it seeks to provide **tools for creativity and inspiration**, positioning itself as a brand that **encourages artistic expression** rather than merely selling products.
* 🎨 The inspiration for Point of View was born from the desire to create a **unique space that stimulates creativity**, reflecting the vibrant atmosphere of Seongsu-dong, where Jae-won operated various cafés and exhibition spaces.
* 🌈 The brand's aesthetic is carefully curated, drawing from personal experiences and inspirations, such as a **memorable flight** where the **color palette of a film** influenced the visual identity of Point of View.
* 💌 The importance of storytelling in branding is highlighted through the use of newsletters, which allow brands to **connect authentically with their audience**, sharing **behind-the-scenes insights** and fostering **community**.
* 🔍 Ultimately, branding is about perspective; **Point of View** invites customers to **explore and discover hidden stories** within its offerings, creating a **sense of pride and connection** as they engage with the brand.

### The Journey of Point of View: Passion, Perspective, and Branding
* 🎨 Brands weave invisible connections with their audiences, but simply stating this doesn't guarantee resonance; **engaging narratives are essential** to make a brand's discovery **enjoyable**.
* 🍏 The inspiration drawn from Cézanne's still life of apples highlights the **importance of perspective**, suggesting that **multiple viewpoints can enrich understanding and interpretation**.
* 💡 The journey to create a brand must balance **passion with operational controls**, as maintaining a business requires **structure while nurturing the enthusiasm that drives creativity**.
* 📈 Point of View, which started as a **personal passion**, has evolved into a **popular destination** in Seongsu-dong, reflecting both **growth** and the complexities of **meeting public expectations**.
* 💔 The emotional weight of transitioning from a hobby to a business is palpable, as the founder grapples with the **loss of personal creative space** amidst **commercial success**.
* 🛠 Future endeavors may include exploring analog crafts like knitting and organizing a stationery fair, emphasizing the need for **tangible, hands-on experiences** in an increasingly digital world.
* 🌟 The conversation with CEO Kim Jae-hyun reveals a commitment to **nurturing community and creativity**, while also addressing the challenges of **expanding a beloved brand**.
* 📅 As Point of View continues to grow, it seeks to create **meaningful experiences that resonate with both enthusiasts and the broader audience**, embodying the delicate balance of **passion and business**.

취향이 브랜드가 되려면 이게 필요해요 (포인트오브뷰 김재원)

나답게 살아가는 요즘 것들의 이야기
요즘 것들의 다양한 삶의 모습과 생각들 속에서 정답대로가 아닌 '나다운' 삶의 가능성을 탐구합니다.
2017년부터 세상이 말하는 정답 말고 나다운 삶의 레퍼런스를 기록해오고 있습니다. 우리 곁에 한발 혹은 반발 앞서 주체적으로 자신만의 길을 개척하고 새로운 시도를 하는 동년배들의 이야기에서 다양한 삶의 선택지와 레퍼런스를 발견합니다.  
*문의 및 협업제안 yozmsa@gmail.com
*웹사이트 https://yozmsa.com

※ 댓글 정책
요즘 것들의 사생활 채널은 다양한 삶의 선택지에 대해 누구나 자유롭게 서로 의견을 나누는 건강한 공론의 장이 되길 바랍니다. 모든 이들의 의견을 존중하며 누구나 댓글을 쓸 수 있습니다. 다만, 영상의 주제와 무관하게 출연자에게 상처가 될 수 있는 비방성 악플은 사전 동의없이 삭제될 수 있으며, 허위 사실 유포 혹은 개인의 명예훼손 등의 우려가 있는 악성 댓글의 경우 법적 조치될 수 있습니다. 

Copyrightⓒ 900km studio All rights reserved.
* 900KM(구백킬로미터)는 기획자 & 디자이너 듀오가 운영하는 크리에이티브 스튜디오입니다. 출판, 디자인, 영상 등 장르를 넘나들며 기성의 문화에 작은 균열을 내는 콘텐츠를 기획, 제작합니다. 
인스타그램 @900km_official  
이메일 900kmbooks@gmail.com 

[900KM 출간도서]
📗나다운 일을 찾는 밀레니얼 인터뷰집 《요즘 것들의 사생활: 먹고사니즘》  http://kyobo.link/03Xu
📕주체적으로 사는 요즘 부부 인터뷰집 《요즘 것들의 사생활: 결혼생활탐구》 http://aladin.kr/p/XKyQa
📔밀레니얼 에세이 시리즈 '요즘문고' 《셋이서 집 짓고 삽니다만》 http://aladin.kr/p/KfFyJ 
📗결혼식 대신 42일간 도보여행기 《세상에서 가장 긴 결혼행진》 http://aladin.kr/p/QJIbh​
