Kyulee Kim

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Ever since her departure from her homeland, South Korea, Kyulee Kim’s life has been an artistic and cultural journey through the U.S., U.K., China, and Switzerland. She received her BFA in Fine Art from the Carnegie Mellon University. Since her Bachelor studies, Kim has always been interested in how to efficiently communicate with audiences and how to build influential concepts for her visual works. Hence, she decided to walk to a path as a designer. Later, Kim attended MFA in Graphic Design program in Basel, a small city in Switzerland, yet a traditional hub of art and design. After the master degree, she moved back to Seoul, where she worked as a Design Consultant and a Design Lecturer. In 2015, Kim joined the School of Design at PolyU with great passion to explore more powerful methods to create visual storytelling as a designer who constantly needs to share thoughts with others.

Project Title
The Powers of “Creative” Creating Shared Value As a Source of Design Inspiration: An Exploration of the Impact of Corporate “Creative” Creating Shared Value Activities on the Public Attitudes Towards Design and Its Implications for Design Education

Dr. Sylvia Liu (Chief Supervisor)
Prof. Laurent Gutierrez (Co-supervisor)
Prof. Cees de Bont (External Co-supervisor)

About the Research
The concept of CSV was first concretely introduced by Michael Porter and Mark Kramer in the Harvard Business Review in 2011 in their efforts to form a new business strategy. While Corporate Social Responsibility (CSR) can be seen as primarily philanthropic activities, Creating Shared Value (CSV) involves more than securing extra budgets for non-profit activities to demonstrate companies’ social contribution. At the core of CSV, there exists a mutual gain for both society and the company. In essence, it aligns the interests of business and society as one.

Not only has CSV evolved from CSR, but many corporations have invested enormous financial and human capital in developing CSV even further by becoming more creative, playful and artistic. Many scholars have already proven the power of creativity and design. The role of design seems to no longer just support function or visual attractiveness. One scholar has demonstrated how design has become “price-setters” (“Creating Economic Value by Design” by Prof. John Heskett). Another explained that design has a wide spectrum of influence: its “role changes with respect to the user, society, business and manufacturing” (“Changing your Hammer: The Implications of Paradigmatic Innovation for Design Practice” by Prof. Paul Gardien).

The capacity of design not only affects business strategy but also has social impact. For example, a Korean internet search service firm dedicated efforts to developing fonts not only for free public use but also to further embellish its search engine, which ultimately increased traffic and played an imperative role in enhancing profits. The company’s font development is not only an example of creative CSV, but also a case of creating social trends in Korea that acknowledge typography in everyday use and become grateful for Hangul (Korean language).

Assuming these “creative” CSV activities are influential with the public, the research question is raised: What is the impact of corporate “creative” Creating Shared Value activities on the public’s attitude towards design and how can the key success factors facilitate future design education programs for young designers?

From initial research on successful and influential cases of “creative” CSV, like Hangul, She hopes to group the types of CSV that are seen at this moment. Later, three research narrower quests are followed. First, among various possible types of CSV activities, to what extent was design involved and produced benefits for the business? Also, She is curious to know the main factors that facilitate the adoption of CSV.

Later, she intends to compare student groups from countries with little or no CSV exposure to those who encountered numerous “creative” CSV. Furthermore, if “creative” CSV exposure leads to a better appreciation level towards design, she will gather the potential factors within CSV that could contribute to this difference. Moreover, with thorough analysis, she hopes to understand the key variables and their respective impacts on design performance. Finally, she hopes to propose ways to incorporate CSV in design education.