As CEO of Ockhams Branding, he has led over 600 branding and communication design projects grounded in data-driven methodologies. With a Ph.D. in Design from Hongik University and a teaching position as Research Professor at Seoul Venture University, his expertise lies in integrating AI, big data, and consumer psychology into contemporary design processes. His recent publications, such as Design Research Methodology Using Generative AI, Comparative Analysis of Religious and Luxury Brand Color Emotions, and Big Data-Driven Design Evaluation Matrix, reflect his commitment to reimagining design methodology in the age of artificial intelligence. He is also co-authoring Homo X Data, a Red Dot-affiliated project on design and digital zeitgeist with Prof. Ken Nah. Lee believes that design is not only a tool for solving industrial problems but also a medium for connecting emotion, society, and technology. His AI-driven approach to the Double Diamond model exemplifies the future of design thinking—creative, efficient, and socially relevant.