bel lee

Creative strategist for Brazil and Latin America

I make pictures that move people.

I set the direction and build the system behind it, for brands in Brazil, Latin America and Korea. Then I make the work with my own hands, in Portuguese, Spanish, English and Korean.

See the video work

Bel Lee cut out as a collage with a yellow sun, pink torn paper and hand-drawn marks

Where my hand
comes from

Everything I make starts with drawing. Illustration, collage and editorial work came first, and video and product grew out of them.

Timeline

2025 to nowMaster's in Communication Design, Hanyang University
2025TrashRush, IC-PBL project with a real client, Ansan City Hall
2024 to 2026Product Designer and UX Researcher, KONDA
2024 to 2025Korean language program, Hanyang University, level 5, TOPIK 4
2023Freelance illustrator, editorial work and book covers
2023BA in Graphic Design, UNESP

Recognition

2024Global Korea Scholarship, full graduate scholarship from the Korean government
2025KONDA selected for the Hanyang University startup program
2026Selected for Passmakers, working on a real Hanpass project in the Global Business & Growth team

Digital illustration of a woman with green curly hair surrounded by flowers and swirls of color — Digital illustration 2023

Collage of a portrait with green line drawing and pressed flowers — Collage over photography 2023

Magazine spread with fashion collage — Magazine editorial 2023

Framed campaign poster with illustrated faces under a pink and yellow sun — Campaign poster 2023

One K,
a whole brand.

KONDA

Brand identity and app for a school where Korean beauty educators teach students in Latin America. The brand had to grow beyond one designer, so I set its rules in a mini brand manual. Any designer can ship new assets and ad variations fast without breaking the look.

built like 한글

KONDA app on a laptop and the monogram on a phone, on a wooden desk

↗→

Mini brand manualEssence, logo, color, type, motion

KONDA concept ad with the educator — **Concept ad**Educator

KONDA concept ad with the course — **Concept ad**Course

I don't guess.
I test.

TrashRush

A city game that teaches foreign residents of Ansan to sort trash the Korean way. Real client, Ansan City Hall. I led a two-person team at Hanyang from research to a tested product.

I ran it in data sprints. Ship a working prototype early, put it in front of 40 real users, read where they drop, change the reason to come back and test again with the same group.

15% → 45%

7-day retention, same 40 users

Three TrashRush screens on phones on a wooden desk

↗→

Sprint 01

Teach the rule

6 of 40 still playing after a week

A learning game. Once people learned the rule, they had no reason to open it again.

Sprint 02

Give a reason to return

18 of 40 still playing after a week

Same people, new trigger. QR codes around Ansan unlock rare seeds and a forest grows as you play.

TrashRush map with QR codes in Ansan — **City map**QR codes in parks and streets

TrashRush rare seed unlocked — **Rare seed**Only in that neighborhood

TrashRush forest that grows with use — **Your forest**A reason to come back

Video is where
I spend my days

I write the hook and the script, shoot, edit and design the cover. Before a channel starts I set its look and a hook format, so I can test one thing at a time and see what actually moved the number.

01On camera

Frame from my most viewed TikTok, answering a follower on camera

TikTok, most viewed7K likes

YouTube, 5.2K viewsTudo bem Brasil

@bellee.ko 3.6K followers and 53K likes. Korea without filters for a Brazilian audience.

02Animation

2D short, frame by frame, UNESPAIYRA

Hand-drawn frame-by-frame animation of a woman's face

Hand-drawn line loopBeijo

03A channel system before the first post

Pink caps, cream italic and crochet flowers in every shot. Instagram and TikTok

04One video, three hooks

Hook A, original opening with the word Hangul — **The topic, the winner**my original

Hook B, Um rei designer, em 1443 — **A king in Figma**comparison, about 300 views

Hook C, Coreano em 10 dias — **10 days**promise, about 300 views

3x the views.

Same video, same audience. Only the first three seconds change.

B and C stopped at about 300 views, the first batch the algorithm tests. The original opens on Korea in the first second and kept going past 900 views on a new account with fewer than 10 followers.

AI does the diggingClaude reads comments, hook data and trendsMidjourney and Nano Banana sketch visual optionsI decide, then write, design and edit

I make pictures that move people.

Where my handcomes from

One K,a whole brand.

I don't guess.I test.

Video is whereI spend my days

Let's make somethingpeople stop for.

Where my hand
comes from

One K,
a whole brand.

I don't guess.
I test.

Video is where
I spend my days

Let's make something
people stop for.