Hong Kong based designer constantly looking
for the why.
Her curiousity spans across various disciplines,
with experience in brand, product, and campaign design.
Currently at Design Bridge & Partners.
Her curiosity spans various disciplines, with experience in brand, product, and campaign design.
Living and working in the Europe has deepened her appreciation for different cultures, and
she is open to collaborations worldwide. She enjoys exploring creative experiments, including illustrations, 2D and 3D motion, and projects in P5.js and Processing.
Works in progress
Works (2019-current)Archive
Personal projects and experiments- Type
- Interactive campaign design
- Role
- Designer
2024
A fun little interactive activity as part of a marketing intitiative for Design Bridge & Partners at Content 360 event in Hong Kong.
- Project details
Alternatives brand film
- Type
- Brand campaign & art direction
- Role
- Designer
- (Part of the HSBC core design team)
-
2024
Working with our animation partner Aixsponza,
we crafted a short and shiny brand film for HSBC AM’s Alternatives capability infrastructure.
- Project details
HSBC Asset Management - Alternatives brand filmWorking with our animation partner Aixsponza, we tailored a short and shiny brand film for HSBC AM’s Alternatives capability infrastructure.
HSBC Asset Management
- Type
- Brand identity & campaign
- Role
- Designer
- (Part of the HSBC core design team)
- Year
Project details
Data by nature.
HSBC Asset Management was often seen as just a part of a global bank, lacking specific expertise. Our challenge was to create a new identity that highlights their unique specialization and demonstrates how data translates into purposeful action. With a commitment to sustainability and over $16.5B invested in sustainable strategies globally, we illustrated how nature can bring data to life. By leveraging their vast data assets and insights into investment opportunities, we developed a design system that transforms data points into symbolic imagery. This approach emphasizes motion and digital platforms, resulting in a dynamic visual identity that distinguishes itself from the traditionally dry, data-heavy sector, while avoiding greenwashing clichés.
Establishing a strong and coherent voice within the industry.
While HSBC is an iconic global brand, its Asset Management division is lesser-known in the B2B field. Our efforts to establish a strong and coherent voice for Asset Management contribute to a broader strategy to unify HSBC’s various business segments.
Evocative expressions.
Asset Management's visuals and messaging adopt a figurative approach to convey ideas and themes compellingly, subverting industry norms and elevating the brand among competitors. With sustainability and Asia as core focuses, our role is to translate this dynamic design language into capabilities and product-level communications, covering areas such as Alternatives, Multi-asset, ETFs, and Equities.
GP Batteries
- Type
- Brand identity & campaign
- Role
- Designer
- Year
A exciting brand campaign that subverts
the existing battery category and advocates simplicity as the driving force to create delightful,
long-lasting memorable moments for customers
and their families.
- Project details
Less is more!
Our category emphasizes MORE: more power, more efficiency, more value. GP tasked us with distinguishing their brand through an effective campaign across Hong Kong and the APAC region. We aimed to explore how a simple battery can enhance everyday life. While competitors overwhelm consumers with confusing claims, we believe in prioritizing family needs. To stand out, we revisited our roots and asked ourselves what GP means to us and our families.
Emotive Messaging: “GP =?”
Through the emotive messaging “GP =,” we aim to create a campaign accessible at all stages of the customer journey, making everyday moments more powerful and enjoyable. By using simplified packaging, clear visual identity, iconography, and messaging, we want to convey not just power, but the potential it unlocks. Our stories of everyday empowerment will be illustrated with charming, witty visuals that highlight the significance of small moments.
Tastelife!
- Type
- Visual identity, web design
- & art direction
- Role
- Designer
- Year
- 2023
In the wine industry, American wines are often overlooked or dismissed compared to European ones due to elitist stereotypes. This bias creates a challenging purchasing experience for clients, both online and offline. Tastelife aims to break these stereotypes with a complete overhaul of its visual identity and website design, creating a fresh shopping experience.
Project details
Breaking age old stereotypes.
In the wine industry, American wines are often overlooked or dismissed compared to European ones due to elitist stereotypes. This bias creates a challenging purchasing experience for clients, both online and offline. Tastelife aims to break these stereotypes with a complete overhaul of its visual identity and website design, creating a fresh shopping experience.
The current market is saturated with European and legacy winemakers, making American wines feel inaccessible. Tastelife seeks to educate customers about the uniqueness of Californian wines in an approachable and casual manner, standing apart from traditional wine merchants.
Less time finding, more time enjoying!
Using bright colors, collage-style illustrations, and lively typography, Tastelife promotes Californian wines in a friendly and down-to-earth way. The combination of approachable messaging and an informative shopping experience allows customers to choose wines confidently, free from confusing and pretentious terminology.
CelcomDigi
- Type
- Brand identity overhaul & art direction
- Role
- Designer
- Year
- 2023
Bringing Malaysia’s 2 biggest telecommunication firms together into future.
M&A is often met with apprehension, especially in the telco industry. So merging these two iconic brands, Celcom and Digi, posed a challenge as each brand had
a strong legacy and brand identity and often are direct competitors against each other.
Project details
United to transform.
Celcom and Digi both retains a significant brand loyalty to the people of Malaysia with their unique brand TOV and personality. How can we preserve the much-loved personality and equity of both brands to show continuity, while also creating some excitement, setting a bold future vision and demonstrating new value to the market.
Creating a world inspired by you.
We collaborated closely with the team at CelcomDigi to create a dynamic and optimistic brand spirit and identity that feels familiar, yet forward-thinking at the same time. CelcomDigi now share one goal – to reimagine every day for Malaysians by bringing together the best of both companies. Through the use of existing brand colours (blue and yellow) in the logo mark, we inject a sense of dynamism, transformation and inspiration. The brand launched with a key visual of a world made up of particles symbolising every customer, employee and partner in the CelcomDigi network, coming together to create – underlined by the tagline ‘Creating a world inspired by you’.
The outcome is an identity that demonstrates the evolution the two brands have been through infusing new life and energy into the solutions they provide to Malaysians. We also created a custom generative tool to help the client team to create distinctive brand assets that symbolise the brand’s belief in infinite and ever-evolving possibilities With the particles moving together, the movement represents a bright future for Malaysia, where no one is left behind as the nation advances.
Hong Kong Breast Cancer Foundation (HKBCF)
- Type
- Brand identity & campaign
- Role
- Designer (Design lead)
- Year
Created a cross-channel campaign that would stands out against our local compeptitors, as well as energise and increase donation of both HKBCF’s new and existing audiences.
Project details
Simple, social, relatable and fun.
In a competitive market, we aim to convey our new personality through a key message: an inclusive activity that is simple, social, and relatable. This isn't just a typical charity run; it's a movement that connects everyone. Each simple step creates change for yourself, your loved ones, and the broader community.
Every step matters, uniting us all.
This key messaging inspired our visual identity concept - the moving pink ribbon. which serves as a linking element throughout Hong Kong's society, connecting each and every one of us seamlessly within.
+70% engagement recorded.
With a refreshed look and a new marketing strategy, we launched a distinct campaign that stands out against local competitors while raising awareness and donations. The results include increased overall donations compared to previous campaigns and a +70% engagement level, with many participants registering through our online portal.