JST.B started with foundations in empowering those who dream of creating a lasting impression and a memorable mark in the world. In 2012, JooEun Yoo, the founder of JST.B, traveled to Cambodia with the nonprofit organization, DJD Missions. Upon her arrival, the first thing that greeted her was the most beautiful, pure smiles. Smiles that said, I don't need anything from you but I want to just be with you. Creating authentic relationships with the people allowed her to understand their lifestyle, which also brought better understanding of their inspirations and dreams. Through the trip, she realized that hope was a potential to achieve and thus, would be the beginning of her passion journey with the world around her.  

"At JST.B, we work conscientiously to uphold quality, service, creativity, and innovation to serve both businesses and society"

Her enthusiasm continued at home and abroad as she supported causes in sex-trafficking, urban development, homeless restoration, educational projects, mental health awareness, cultural diversity, and youth empowerment. JooEun Yoo's MA in Luxury Brand Management from Regent's University London refined her outlook on CSR and Sustainability, as she proved that excellence and presence can be molded into a desirable brand. 

JST.B stands on the premise that businesses exists beyond just asset building. Just like any person, there is a personality and a story in every brand. That person is consistently in search of a purpose and is looking for ways to impact the world to be remembered by those around them. Similarly, we believe that businesses exist to build up and progress servicing the world around them. That is why we strategize bespoke plans for each of our clients that match their standards and values to ultimately make a positive impact for their brand, as well as society as a whole.

SIMPLIFY

JST.B [JUST-BE] began with the mindset of simplicity and value. We pride ourselves in simplifying complex concepts into understandable, practical actions. In this world of mass information, we clarify what is relevant to the success of projects while creating boundless value through multiple channels. 

UNIFY

JST.B is a message of existence. An apple is an apple, until it is designed on every Apple computer. A checkmark is a checkmark, until it is branded on every Nike sportswear. We believe in the power of branding and how much value it brings when there is intentional thought and action behind it. 

AMPLIFY 

JST.B builds to build more. When you build anything, one of the most important thing is to create a firm foundation. As a team, we collaborate to refine and amplify your brand so that it stands out and stand for something.

FOUNDER, SPEAKER & LUXURY BRAND CONSULTANT

"...and that's the power of branding!" JOOEUN YOO started making her mark in 2008 as she shifted the minds of business leaders and organizations about Strategic Branding. Using her background in Mass Communication, Advertising, Public Relations, Marketing, Broadcasting, Event Planning, and Business, she launched JST.B, LLC; a company that transforms business ideas into a reality. Her Masters in Luxury Brand Management gives her an advantage to understand the underlying importance of quality, experience, and timelessness in brands. Additionally, her background in CSR and NGO work allows her to see beyond just asset building. JooEun Yoo continues to spread her knowledge and passion through speaking venues and other collaborative initiatives. 

BRAND DESIGNER

Soyoung Choi is a senior studying Marketing & Supply Chain Management at the Smith School of Business at UMD. Her love for fashion and design has shaped her unique personal style, and has led her to get involved with various events and campus organizations, such as MatchStrike, MasTERPiece, and M Magazine.

BRAND COMMUNICATOR

Gina Lee is a senior at the University of Maryland, pursuing a Communication degree with a track in Public Relations. Gina is passionate about connecting people together, especially through creative ways, her favorites being design and words. When not studying for her degree, she is also very involved with her campus ministry, Maryland Cru, serving as the Marketing Team Co-lead and small group leader.