About me
An experienced Creative Lead and multidisciplinary creative with over 15 years of agency and in-house experience across Asia’s diverse industries. With a strong background in art direction, branding, campaigns, digital products, and UI/UX design, I have led creative development from concept to execution across diverse industries. My work combines strategic thinking, strong visual direction, team leadership, and user-centred design to transform complex ideas into clear, intuitive, and impactful experiences.
An experienced Creative Lead and multidisciplinary creative with over 15 years of agency and in-house experience across Asia’s diverse industries. With a strong background in art direction, branding, campaigns, digital products, and UI/UX design, I have led creative development from concept to execution across diverse industries. My work combines strategic thinking, strong visual direction, team leadership, and user-centred design to transform complex ideas into clear, intuitive, and impactful experiences.
Core Expertise
Creative Direction
UI/UX Design
Art Direction
UI/UX Design
Digital Product Design
Integrated Campaigns
Design Systems
Customer Experience
Brand Identity
Team Leadership
Mentorship
Design Strategy
Stakeholder Management
My Approach
My approach combines strategic thinking, creative direction, and user-centred design to create work that is clear, purposeful, and engaging.
I believe strong design starts with understanding the audience, the business objective, and the story behind the brand. From there, I shape ideas into thoughtful visual systems and intuitive experiences that connect, communicate, and perform.
Selected Brand Experience
