Today we’d like to introduce you to Ashley (Yeo Hye) Chae.
Hi Ashley (Yeo Hye), so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I would describe my life as a journey filled with ups and downs, marked by significant changes and personal growth. I began my story as a child in Seoul, South Korea, where I struggled to fit into the rigorous education system. From a young age, I was enrolled in multiple private academies and had numerous tutors to help me excel in various subjects. However, this overwhelming workload left me exhausted and unhappy, leading to a lack of productivity at school. The constant pressure and unsupportive teachers contributed to my dislike for math and other formula-based subjects. During my elementary school years, a study-abroad trend emerged among my friends, and I became fascinated with the idea. At the age of 12, I embarked on an exchange student program in the United States, where I attended a summer school in Saddle River, New Jersey. Initially shy and struggling with the language barrier, I found solace in the welcoming and supportive teachers and peers. When it was time to return to Korea, I pleaded with my mom to let me stay and continue my education abroad. Eventually, after arranging the necessary paperwork, I was able to pursue my study abroad journey.
I completed my middle school education in Englewood, New Jersey, and then enrolled in a Quaker boarding school in Newtown, Pennsylvania. During this time, I forged lifelong friendships and discovered my passion for publication design through my involvement in the yearbook club. One standout experience was when I was tasked with creating a spread for a group of seniors who wanted their section to resemble the Netflix homepage. The result was so impressive that I received an award and a $50 gift card. However, it wasn’t until my sophomore year of college that I truly realized my love for publication design.
My first two years at Parsons School of Design in New York City were marked by uncertainty. I had interests in fashion, fine arts, and business management, making it challenging to choose a specific direction. The resulting self-doubt and questioning led me into a state of severe depression. Seeking proper treatment, I returned home to be with my family. Through therapy and support, I gradually confronted and addressed the deep emotions I had suppressed for years. As part of my healing process, I began creating YouTube videos, which had always been a dream of mine. These makeup tutorials became both a safe haven and a means of language improvement when I first arrived in America. Equipped with basic video editing skills learned in school and ample time on my hands, I embarked on my journey as a content creator. Over time, I gained around 12.5K followers on Instagram, and my YouTube and TikTok content reached millions of views.
Upon returning to New York after a year-long break, I made the decision to pursue a Communication Design major with a focus on publication design. Over the remaining years of school, I delved into creating interactive publications that aimed to challenge people’s perceptions of traditional, mundane designs by infusing an element of surprise.
Throughout my academic journey, I embarked on various internships, gaining experience in design and marketing. Eventually, I realized that I wanted to leverage my design skills, academic knowledge, and interest in social media and content creation. This realization led me to the field of digital marketing, where I currently work, blending my eye for design with my passion for creating engaging and impactful online content.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it has not been a smooth road for me. I encountered several struggles along my journey. One significant challenge was the overwhelming pressure and demanding nature of the education system in South Korea. The constant need to excel in multiple subjects, coupled with long hours of studying, left me exhausted and unhappy as a child. Another major obstacle was my battle with depression during my college years. The uncertainty about my future and the difficulty of choosing a specific path led to self-doubt and questioning. This emotional turmoil impacted my mental health and required me to take a break from my studies to focus on healing.
Seeking treatment for my depression was another hurdle, particularly as an international student in the United States. Accessing proper care and support proved to be a challenge, and I ultimately had to return to my home country to receive the necessary therapy and be with my family.
Despite these challenges, I found solace and inspiration in creating YouTube videos, which became a passion project and a means of self-expression. It was during this time that I discovered my interest in digital content creation and leveraged my skills in video editing and storytelling.
Transitioning back into college after my leave of absence also posed its own set of challenges. I had to navigate the process of changing my major, adjusting to a new academic direction, and rebuilding my confidence. However, through perseverance and a renewed sense of purpose, I was able to pursue my passion for publication design and make meaningful contributions in the field.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in publication design, particularly in the realm of editorials. In today’s digital age, the tactile experience of holding a physical book and engaging with its pages and textures often gets overlooked. My goal is to reintroduce books in a way that captivates and intrigues readers beyond the smooth touchscreens we are accustomed to. To achieve this, many of my publication design works incorporate interactive elements that go beyond simple page-turning. For instance, in my senior thesis project, I created a book on Korean dream interpretation where tearing the page in the center would reveal the fortune associated with the dream. In my professional career, I work as a digital marketer, focusing on social media management and paid advertisements. As a content creator myself, I intimately understand the pain points and strategies required for effective marketing and advertising on social media platforms. Currently, I am pursuing a certificate in digital marketing and e-commerce to further enhance my expertise in this field and achieve excellence.
While many may not give much attention to the design and layout of social media marketing materials, I firmly believe that design knowledge plays a pivotal role in the realm of marketing. Elements such as font choice, size, letter and word spacing, color combinations, and more significantly impact audience engagement. Without a solid understanding of these design principles, it becomes challenging to make a lasting impression on the target audience within the fleeting seconds they spend scrolling. Therefore, my comprehensive understanding of design layouts, combined with my practical experience in digital marketing, sets me apart from others in the field.
What’s next?
In terms of my future plans, my immediate focus is on securing a job. As a recent graduate navigating the current competitive job market, I acknowledge the challenges that lie ahead. However, I have prepared alternative plans in case my original job search doesn’t yield the desired results. In the meantime, I am taking advantage of this transitional period to create more content. During my time in school, I had limited capacity to fully invest in content creation, but now I have the opportunity to dedicate myself to producing interesting and engaging content. This not only allows me to connect with my audience but also enhances my knowledge in the realm of social media and marketing strategies.
Looking ahead, I am excited about the potential for growth and development in my career. I am eager to explore new opportunities and challenges that may come my way. Additionally, I plan to continue expanding my expertise by staying updated on the latest trends and advancements in publication design, digital marketing, and the ever-evolving social media landscape.
Contact Info:
- Website: https://ayhc.me/
- Instagram: https://www.instagram.com/ash_yo_heyyy/
- Linkedin: https://www.linkedin.com/in/ashley-yeohye-chae/
- Youtube: https://www.youtube.com/@ASHYOHEY
- Other: https://www.tiktok.com/@ayh.chae
