Yonghyuck Lee is a designer, researcher, and educator at Yonsei University, Mirae Campus. He holds a Ph.D. in Design from Hongik University and, as the founder and CEO of Ockhams Branding, has led more than 600 branding and communication design projects. Grounded in Human Centered Design, his work explores how design can connect people, technology, business, and local communities to create meaningful value. His research and practice span artificial intelligence, data driven design, consumer behavior, local branding, and regional innovation. In his book The Local Branding War, he explores how distinctive local assets can be transformed into sustainable brand value. He is also active in the AI Design Innovation Society and contributed to Homo EX Data, a Red Dot related publication project examining the evolving relationship between design, data, and technology. As Editor in Chief of Asia Design Prize Media, Lee leads trend reports analyzing award winning works and interviews designers from around the world. Through this role, he introduces emerging design perspectives and outstanding design studios across Asia to a broader international audience. Across research, education, industry, and media, he seeks to expand design beyond form making into a human centered practice that connects people, technology, and place.