Our Mission

Raise people to fulfill their career lives

Our approach to branding helps people discover what is truly important for them. 


Founder's story
I was born by parents who are designers and business owners. Art was around me ever since I was young. I was always trying to express and share thoughts using my art skills through different platforms. And that desire made me go Maryland Institute College of Art. I learned Branding, UX/UI, and Graphic Design there. I enjoyed the new design world. Until one day I found that people often saw designers as executioners and not as thinkers–even though they were as invested in the project as other stakeholders.

I interned in a marketing and branding agency and I was excited that my clients were big corporates. I worked with various departments and learned mind-blowing product management and team communication methodology there. That was cool but the design team was there to just deliver what other team said or follow the decision that's already made. Sometimes I had to design something knowing it's not going to work. I also had to design something with knowing any content to "be unlimited and be creative". I felt more powerless and miserable as the day pass. I realized that if I stay as a designer, many times I won't be able to build something that makes my user happy because often, the company wanted to make the client happy.

Then there was a moment I realized that in order to solve meatier problems, I have to take a step back, move away from the pixels and into the world of strategy and planning. My teachers and professors have been supported me physically and emotionally, so I told them how I feel about being a designer. The valuable advice based on their knowledge and experience made me think deeply. Also, they didn't forget to truly support my ego and respected my choice. I finally realized that I want to do what I truly love and make me grow. Ever since I turn into a brand strategist, I decided to also create supportive community who want to align their value to their career lives and fulfill themselves.

Baebu means "sharing the information" in Korean where I got inspired by my professors' secret sauce–those sheets that they give students with compacted tips and hows to learn and grow as a professional.

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EunJi Byun, Founder


Support us

We want to grow this MVP, and eventually, build a startup school and a branding agency. We want to help small companies and organizations build their brands. Baebu takes us hundred of hours a month to research and write. If you find any joy and value in what we do, please consider supporting us between a cup of tea and a good dinner. 

Venmo: @eipkkuk