Design and develop tailored eCommerce experiences that align with client objectives while maintaining a sense of clarity and functionality.

Collaborating closely with businesses, I create websites and eCommerces that seamlessly integrate design with usability, ensuring each project feels purposeful and intuitive. The work spans a range of industries, demonstrating an adaptable approach to crafting digital spaces that resonate.

Co-founded a design practice shaped by inquiry and a commitment to creating meaningful work. The studio crafts branding, strategies, content, and websites that balance strategic thinking with thoughtful execution. Each project is rooted in cultural and contextual understanding, aiming to resonate with its audience.

Through this work, I examined the intersection of culture and commerce through collaborations with 10/10 Group, Amour Vert, BYREDO, Clymdraws, Happy Tuesdays, Leisure Center, Mamahuhu Denmark, Oregon Health and Science University, PEWC, and more.

Subsystematics is a Melbourne-based skincare company founded by Aēsop alumni, Arj Selvam, that is on a mission to build a system to promote living well and maximizing human potential, through evidence-based skincare and carefully written resources.

As a design-driven brand, I have guided the art and design direction, exploring how evidence-based skincare can be translated into thoughtful design systems. This collaboration spans packaging, digital experiences, and brand communications, aligning technical precision with design storytelling to create a brand presence that feels both intentional and engaging.

• Directed the development of branding, apparel graphics, and campaign visuals, ensuring a cohesive identity across all creative outputs.

• Established the creative framework for product shoots, lookbooks, and campaign films, ensuring that each element reflected the brand’s ethos while engaging its audience.

• Conceptualized and executed campaigns tailored for platforms like Taobao, T-MALL, LRB, and WeChat, leveraging an in-depth understanding of GCA consumer behavior and nuances to craft engaging narratives.

• Collaborated with the Shanghai team to develop product ideas and naming, aligning these elements with the brand’s strategic vision and market positioning.

• Worked closely with the creative director and marketing director to refine business decks and campaign strategies, crafting design solutions that balanced commercial objectives with creative intent.

• Designed branding and graphical elements for apparel collections, integrating custom motifs and patterns that reflected the brand's experimental ethos.

• Contributed to the creation of seasonal concepts, providing photographic art direction, graphic direction, and more.

• Created print and digital assets tailored for global audiences, including lookbooks, collection launch visuals, and website materials, ensuring every element reinforced the brand's narrative.

• Maintained a hands-on approach across all design outputs, from apparel graphics to campaign photography, ensuring cohesion and attention to detail at every stage.

• Led a creative team of five, overseeing cross-functional collaboration and ensuring seamless execution of concurrent projects.

• Directed the development and design of all digital campaign assets for the Galaxy S20 series and the launch of the Galaxy Buds, delivering work that aligned with global brand standards.

• Managed DOOH/OOH campaigns for Samsung and external clients under owned agency, Cheil, such as Microsoft, Naver, KGC, just to name a few, focusing on creating visually engaging and culturally relevant designs.

• Oversaw project timelines and deliverables, balancing strategic direction with creative execution to meet tight deadlines while maintaining high-quality outcomes.

• Oversaw all design components of the brand, including product development, packaging, and marketing materials, ensuring alignment with the brand’s ethos and visual identity.

• Led the design team and managed product schematics, packaging design, and factory liaisons, including creating and managing BoM for production.

• Co-directed collaborative branding projects with partners such as Colette, Clym Evernden (Clymdraws), Duvetica, and Song for The Mute, shaping unique visual narratives for each collaboration.

• Designed and launched the brand’s first retail pop-up store in Taipei, integrating physical and digital experiences into a cohesive identity.

• Collaborated with global partners to create visually cohesive and functional design systems, balancing aesthetic integrity with practical considerations.

• Shaped the visual language for editorial and advertorial projects with brands such as adidas, Asics, Nike, and Sony, just to name a few, navigating the balance between global standards and regional sensibilities.

• Conceived and executed microsites and digital campaigns, ensuring each project articulated the client’s narrative with clarity and intention.

• Worked across teams to refine concepts into visuals that were both precise and evocative, contributing to a broader cultural dialogue through design.

• Focused on layouts and digital assets that extended beyond functionality, aiming to communicate a sense of purpose within the aesthetic framework of each campaign.

→ Designed marketing materials, lookbooks, and e-commerce assets that aligned with the brand’s identity and audience.
→ Assisted in photoshoots and styling to create cohesive visuals across channels.
→ Focused on storytelling through design, ensuring clarity and connection with the brand’s community.