Case Study · Media PR · Top-Tier Tech
Kakao Press Briefings (UNIVERSE & Mobility) — High-Stakes Media Events for Korea's Top Tech
Two high-stakes media events for Kakao — UNIVERSE platform press briefing and Kakao Mobility PressTalk. REFAD designed and ran both end-to-end: brand-consistent visual design, 3D stage pre-viz, integrated press operations for major Korean media outlets.
By REFAD Team · Published 2026-05-31
Clients
Kakao · Kakao Mobility
Format
Press briefing · PressTalk
Sector
IT · Mobility
Scope
Full-stack PR event production
The Challenge
Kakao is Korea's leading IT brand — every press project carries direct corporate-image weight, and every small operational detail can become a headline. Two consecutive briefings demanded different visual tones: Kakao UNIVERSE — the platform-debut moment requiring brand-introduction polish — and Kakao Mobility PressTalk, the CEO's policy address requiring a grounded, weighty, technical tone unlike Kakao Mobility's usual trendy palette. Both required a single accountable production partner managing every detail under intense press scrutiny.
REFAD's Approach
- Tone differentiation per briefing — Kakao UNIVERSE in a clear platform-debut posture; Kakao Mobility's CEO address designed in a dark-blue, technical, grounded palette consistent with senior-leadership weight.
- 3D pre-viz on every stage — key visual → 3D stage simulation → final client sign-off → on-site build, ensuring zero surprise at venue load-in.
- Detail-first execution — given that headlines emerge from minor operational details, every signage placement, table layout, and lighting cue was checked against press coverage scenarios.
- Integrated press operations — press list, on-arrival flow, photo opportunities, and Q&A staging coordinated with Kakao's internal PR team.
- One PM, one contract — both events delivered by a single REFAD PM under a single accountable structure.
Delivered Scope — End-to-End
Press Event Strategy
Tone differentiation, key visual concept, run-of-show coordinated with PR team.
3D Stage Pre-Viz
Key visual → 3D stage simulation → final client confirmation → on-site build.
Stage & Spatial Design
Briefing stage, podium, backdrop, photo wall, press area.
Press Operations
Press list management, on-arrival flow, photo opportunities, Q&A staging.
Technical Production
Sound, lighting, LED, camera switching, broadcast routing.
Brand-Consistent Design
Visual identity adjusted per briefing context while remaining instantly recognizable as Kakao.
Outcome
Both briefings ran cleanly under intense press attention. Kakao UNIVERSE delivered platform-debut clarity; Kakao Mobility's PressTalk delivered the weighted, technical tone the CEO's policy address required. The 3D pre-viz workflow meant no surprises at venue, and tight press operations produced press coverage aligned with each event's intended narrative.
Why Top-Tier Tech Brands Choose REFAD for Media Events
- Tone discipline — visual identity adjusted precisely per briefing context.
- Pre-viz workflow — 3D stage simulation eliminates venue-day surprises.
- Detail-first operation — every operational decision pre-checked against press coverage scenarios.
- Single PM accountability — one partner, one contract, even across consecutive briefings.
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