Barbarian Hires First Experience Creative Director

By Lindsay Rittenhouse 

Barbarian has hired Su Hyun Kim to fill the creative agency’s new role of experience creative director. In this position, Kim will lead the experience design department, which handles digital products, platforms and systems work for brands including Samsung and Panasonic Avionics, while redeveloping its offering.

According to Barbarian, her appointment reflects the agency’s “commitment to digital transformation.”

“I believe my skillset in designing digital product experiences will complement Barbarian’s forward-thinking mentality to future-proof the agency’s impressive client partners,” Kim said in a statement.


Kim is an adjunct professor at NYU Tisch and most recently worked with McKinsey & Co. as a design director, helping its New Ventures division develop a system for launching new products. She also spent several years at R/GA, where she was a senior experience designer before she left in November 2017 for McKinsey.

Throughout her career, Kim has built products, systems and platforms for brands including Nike, Mercedes, Uber and Microsoft.

Barbarian executive creative director Leo Leone said Kim will partner with Martin Anderson, director of experience strategy, to “elevate our clients’ digital experiences with a targeted focus on the intersection of user and brand needs.”

“On top of being an expert in her craft, it speaks volumes about Su as a leader that she takes time outside of the office to pass it on to others,” Leone said, commenting on Kim’s role as an adjunct professor.