Hi, I’m Helena. 

I breathe new life into old brands and ensure new brands thrive in the competitive field. 

Image of Helena Yoon Brand Strategy and Creative Consultant

As a seasoned brand strategist & creative director, my passion is helping brands like yours rise to the top and stay relevant. 

For over 20 years, I’ve helped shape the names, voices, and identities of some of the world’s most iconic brands. It’s not just about visuals or words. It’s about uncovering your brand’s true purpose so you can build a foundation to create a meaningful impact.

Custom strategy and creative direction for brands on a mission

 I wholeheartedly believe: 

  1. Any brand that faces an audience needs a strong strategy and identity system. Everything else is optional. (Yup, even social media!)

  2. Strategy feeds creativity. It ensures your message resonates with the right people, at the right time, in the right way. 

  3. Without a strong brand foundation, you risk leaving a forgettable (or worse, misleading) impression.

Black and white vintage children's comic and newspaper with cartoon characters and illustrations, including a large sign reading 'Yo soy Bimbo'.
The White Osito Bimbo mascot wearing a chef's hat, smiling and waving, with the text "The Magic of Osito Bimbo" alongside illustrations of magic wands and stars.

THIS ALSO NEEDS TO BE SAID.

Your brand can’t afford to stay stagnant.

The minute you stop evolving, you risk losing your place in the hearts and minds of your audience. Your brand will stay trapped in the past versus primed for the future.  

Global reach. Personal touch. 

Travelling the world has taught me more than any textbook ever could. I love discovering new cultures, cuisines, languages, and the subtle nuances of human behaviour. 

My work has taken me to places I never imagined I’d visit, from global agencies to in-house creative teams across North and South America, Europe, and Asia.

Each experience has shaped both my worldview and creative lens, allowing me to bring fresh new perspectives to my everyday work.  

On a white desk, there are stacked notebooks, a globe, a white box with the text 'World is my playground,' a small notepad with two pens, and a white cup holding pencils, with a window in the background.

GLOBAL BRANDS I PROUDLY SERVED:

Decorative framed sign with motivational quote on a desk, reading 'You deserve a brand that is seen, loved and remembered', illuminated by sunlight with potted plants, books, a candle, and a notebook on the desk.

BRAND WISDOM I’VE GATHERED FROM THE WORLD’S BEST

  • I learned that with focus and relentless effort, even the impossible feels within reach. That insight came while leading a global campaign with Cristiano Ronaldo.

  • I discovered that true style lives in the soul. I saw it through the personal story of Canadian fashion icon Jeanne Beker—far beyond the lights of the runway.

  • I found wonder and nostalgia while reimagining Osito Bimbo, Latin America’s beloved cultural symbol.

  • I witnessed the quiet strength of simplicity while giving voice to one of India’s most enduring legacy brands for multicultural and generational audiences.

  • I was humbled by the strength and spirit of Indigenous communities, women founders, and para-athletes. I helped amplify their voices and share their stories with the world.

INDUSTRIES I PROUDLY SERVE:

Social Sector | Lifestyle | Fashion | Beauty | Food & Beverage | Health & Wellness | Travel | D2C | Retail 

Coffee, always. 

A stovetop coffee dripper with a glass carafe filled with dark coffee, two empty glass cups, and a ceramic container with a lid on a black table near a window.

Fun fact: I’m a devoted café explorer. 

During the pandemic, when borders were closed and travel came to a halt, I turned local—visiting every indie coffee shop within 100 kilometres of my home. It fueled my curiosity and deepened my appreciation for the origin of products, the principles of fair trade, and the craftsmanship that goes into each brew. 

Psst. I bring this natural curiosity to every brand project I lead. A winning strategy depends on asking the right questions! 

Here for brands with heart.

I intentionally partner with purpose-led, philanthropic brands. Brands that aren’t just in it to pad their wallets, but to make the world a better place. 

If your brand is mission-driven and makes a positive impact,
we’ll make a great fit. 

Meanwhile, on stage…

You’ll often find me speaking on stages to mentor students, young professionals, entrepreneurs, and start-ups on the importance of strategic branding. 

I bring big, bold visuals and thought-provoking questions to the table, so every attendee leaves with a “wow” feeling.

If your audience could benefit from my globally inspired insights, head over to my Speaking page for more info.

A woman giving a presentation in a large auditorium with many seated attendees. The presentation slide behind her says 'Evoke Willing Cooperation' and features an illustration of people communicating.

A Little Look at My Journey

I began drawing at the age of three. Who knew it would lead to a career in the creative field and collaborations with brands around the world?

I studied Communication and Design at OCAD University, where I fell in love with the whole world of branding. I truly believe that good design can make a meaningful impact on society.

After working a few years in the field as a designer, I decided to go deeper by earning a Master’s Degree in Advertising Design. That’s where I sharpened my strategic thinking.

A woman standing next to a person in a large bear mascot costume wearing a chef's hat and apron, both smiling at an event. In the background, people are engaged in conversations. Additionally, there are two scenes of a woman sitting in a chair in a flight or interview setting, reading notes and in front of a camera setup.
Group of fifteen people, both men and women, posing for a photo in an indoor setting, some standing and some kneeling in front, with a backdrop and professional lighting equipment visible.

I’ve worked on both the client and agency side, giving me a deep understanding of how business strategy and creative connect—and how to navigate complex brand ecosystems.

I’ve managed creative teams of up to 40 people. As a proven leader, I personalize my coaching to foster a more collaborative environment and to help people succeed in their own ways.

No matter where my career takes me, l’ll never stop creating. My three-year-old self wouldn’t allow it! 

Still with me? We’re going to get along great.

Now that you know more about me, 
I’d love to get to know you and your brand better.