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About
Hello! I'm a Designer & Creative Strategist driven by compassion and empathy, and specialize in brand development & communication design.
I grew up in Singapore and am now based in the San Francisco Bay Area. When I’m not pushing pixels, you’ll find me chasing musical frissons on a scenic drive or tearing up watching a Romcom Kdrama.
Contact
Work Experience
Liaised with internal clients to manage and monitor multiple projects; collaborated with art directors, product, marketing, and customer experience team; supported playbook production; designed digital images for A/B testing new products and services, and product campaign banner ads for social media.
Featured projects:
• 5th Gen 2022 release for Echo Dot Kids, Echo Dot, Echo Dot with Clock - Worked with an Art Director to lead visual design for product detail pages. Collaborated with Creative Director and Design Systems Lead to build and maintain detail page template consistency. Developed detail page mood boards, product launch video concepts, and storyboards. Designed layouts and presentation prototypes in Figma and created assets in Adobe Photoshop and Illustrator. Optimize design files for video team handoff to produce detail page GIFs.
• 2022 release for Fire 7 tablet, Fire 7 Kids tablet - Worked with a Senior Visual Designer to assist in CA localization.
• 2021 release for Echo Show 15 - Worked with an Art Director to assist in CA and MX detail page localization. Designed assets and presentations in Adobe Photoshop and Illustrator, and exported digital images optimized for web.
• 2nd Gen 2022 release for Echo Frames - Designed seasonal product campaign banner ads for social media.
Specializing in brand development and communication design, I leverage my diverse skill set to drive value for design-related business challenges. I preside over the full scope of the project with end-to-end ownership of concept development to production. Previous projects include conducting brand research, directing brand identity, and designing packaging design; creating site maps, wireframes, and mockups for B2C eCommerce website design; preparing marketing designs for print and web; develop custom icon and vector illustrations; prepare bespoke lettering and pen and ink with watercolor illustration for event invitations. Notable clients include Jobox.ai, Signal + Power Delivery Systems, Ten Ren Tea, and Nuro. Highlights to date include: Drove a comprehensive rebrand for a local business, Duet Salon, modernizing their logo, brand fonts and colors, and storefront signage. Supported Jobox.ai’s Marketing team‘s multi-platform branding efforts to employ custom vector illustration of company values on desktop and mobile wallpapers, posters, Google Slides presentation templates, notebook layouts, and user bio templates. Spearheaded B2C packaging design with Signal + Power Delivery Systems’ Operations team to launch new product on Amazon Marketplace.
Steered the end-to-end project management of graphic collateral production with an emphasis on customer service. I maintained the annual report template and graphic layouts for capital project support, and extended marketing campaign design patterns across paid advertising channels. Contributions during my tenure include: Supervised the preliminary rebranding efforts to increase brand awareness and recognition. Cooperated with a multi-disciplinary team and implemented agile methodology to execute refreshed brand identity and logo design. Collated quantitative data gleaned from rebranding focus groups to inform design decisions; evaluated and cataloged district-wide assets to forecast rebranding time frame.
Coordinated logistics and props for outdoor and studio photoshoots. Illustrated storyboards and produced social media videos. Developed infographics and marketing material. Designed mockups for web banners, packaging, and point of purchase retail displays. Collaborated with developers to produce web and app UI designs and wireframes. Notable achievements include: Styled trailer home exterior for security company to display CES 2017 product line. Modernized branding and social media style guides for organic cleaning brand. Facilitated B2C eCommerce website design for three subsidiaries of a Fortune 500 corporation. Implemented concept design for data storage company’s product category management campaign.
Worked in conjunction with Product Developer and Lead Software Engineer from UI design development to final-specs transfer. Produced wireframes and comprehensive UI design layouts. Notable achievements include: Restructured web UI design by researching on-demand food delivery services; regulated relevancy of webpages by analyzing online food ordering and checkout processes, and business account functions for inventory management and delivery logistics. Developed bespoke icons for ordering process and individual food categories.
Education
Graduated Cum Laude. Participated in summer study abroad program in Japan, Korea, and Hong Kong, 2013. Provost's Honors Seminar Participant, 2012. Doosung Paper Gallery Project Exhibiton, 2012. Dean’s Scholar, 2012. Selected Portfolio Exhibition, 2011. Activities and Societies: Sigma Alpha Pi Honors society, Phi Kapa Phi Honors society, SJSU Photo Guild, LocoMotion Longboarding Club, NEO Graphic Design Club, AIGA member.
Graduated Magna Cum Laude with a Certificate of Achievement in Graphic Design. Participated in a liberal arts focused study-abroad program in the fall at the University of London, 2010. Received Award of Merit, Student Art Show, Euphrat Museum, 2009. Activities and Societies: International Student Volunteers (ISV) Designer and Volunteer.
Volunteering
Work with user researchers, product managers, and engineers to design user experience of the SF Service Guide. Set product roadmap, build design system to add new features, create and iterate on design mockups, grow and lead a team of product design volunteers.
Work with program coordinator and web developer to execute website redesign on Squarespace. Lead content and website taxonomy to optimize website structure and user experience.
Design logo and social media posts for weekly rallies and #UnitedMay15 campaign.
30th Anniversary logo design. Education Relief Fund: pack school supplies for into bags and move filled bags into boxes for distribution.
Art direction for brand fonts and logo redesign.
Collaborated with one other designer to create the logo for Singapore Sports & Family Day 2017. Designed social media assets, promotional merchandise, signage, and program sheet.
Collaborated with one other designer to create the branding for Singapore Day 2015. Designed social media assets, promotional merchandise, signage, and program sheet. Event photography, and set up and clean up on the day of the event.