Strategic Design Solutions
Freelance Brand & Digital Experience Design
INUF - Skincare and Lifestyle Store
Cupping Room - Cafe & Coffee Roasters
As a freelance graphic designer specialising in thoughtful, brand-aligned visuals,
I collaborate with discerning international and local clients to deliver strategic design solutions for
Graphic & Packaging, E-commerce, and Integrated Marketing Campaigns.
Drawing on a deep immersion in each brand's philosophy, I craft bespoke strategies and branding guidelines that guide projects from ideation to polished execution.
This end-to-end approach ensures every end product,
not only resonates with core goals but elevates client narratives with intentional storytelling.
Christie’s - Auction House
Be Earth Yoga - Yoga Studio
Artisan Lounge - Restaurant
Graphic
Infographic
Content
2025
Be Earth Yoga is a serene urban sanctuary nestled in Hong Kong's vibrant Central district that embodies sustainable wellness. Its branding philosophy is rooted in creating an urban oasis that creates a pause in the heart of Hong Kong.
To drive maximum marketing and branding impact, I designed and crafted captivating content for workshops, retreats, and promotional campaigns across social media, eDMs, and brochures, seamlessly aligning with Be Earth Yoga’s earthy brand ethos.
I also developed visually striking posters, referral cards, tutor profiles, price lists, and class timetables, elevating client engagement through cohesive storytelling and targeted marketing that resonates on a deeper level.
Christie's, the world's premier auction house with a storied legacy dating back to 1766, blends unparalleled expertise in fine art, luxury goods, and cultural treasures. Particularly in Hong Kong, where it hosts prestigious sales that celebrate Eastern heritage and global sophistication.
Graphic
Packaging
2021-2022
For the 2021 Mid-Autumn Festival and 2022 Chinese New Year Hamper & Greeting Card Design, I spearheaded the creative direction and execution, from conceptualising elegant motifs inspired by lunar traditions and zodiac-infused elegance for the New Year to designing bespoke packaging and greeting cards.
This encompassed curating the visual presentation of premium mooncakes, integrating luxurious printing effects like foil stamping and embossing, and overseeing production to ensure a seamless fusion of cultural resonance and high-end refinement that elevated Christie's gifting prestige.
Note: Client-provided logos were integrated seamlessly into the designs.
Artisan Lounge, a sophisticated gem located in K11 Musea, an art-centric mall that embodies elegance through its signature afternoon teas, meticulously crafted coffees and teas, and indulgent cakes that fuse refined Western artistry with delicate local inspirations.
Graphic
Illustration
2021
For the 2021 Chinese New Year and Mid-Autumn Festival promotional posters and greeting cards, I channeled the lounge's classy allure into designs that elegantly unveiled their seasonal treasures and ordering essentials.
Drawing on auspicious motifs, such as lively rabbits and luminous lanterns. I layered warm, gilded tones and subtle typographic flourishes to craft a festive anticipation and seamlessly bridging cultural celebration with the venue's sophistication.
I crafted bespoke illustrations for special campaigns and products, immersing myself deeply in the brand's positioning and its target audience of wellness seekers who crave authentic joy.
These whimsical designs were tailored primarily for Instagram posts, driving engagement through visually poetic storytelling.
I also managed the placement of my drawings for production, overseeing adaptations into tote bags and related printed materials.
I Never Use Foundation (INUF) Breakfast Club is a mindful and earth-conscious lifestyle concept store nestled in Hong Kong and a space dedicated to nurturing body, mind, and planet. They invite guests to pause, reflect, and live consciously.
At INUF, they thoughtfully select a wide range of goods that embody craftsmanship, ensuring every choice contributes to making this world a gentler, more beautiful place for all.
Graphic
Illustration
2021
I spearheaded the foundational e-commerce development for Cupping Room, transitioning the brand from a primarily brick-and-mortar operation to a robust digital storefront on Shopify.
This involved architecting the initial site structure and organizing brand and product information was translated into a user-friendly online experience.
Note: I was responsible for the initial e-commerce architecture and foundational Shopify setup. While the brand’s visual identity and website have since evolved under different creative directions, the core navigation and structural logic established during the launch phase continue to serve as the platform's functional backbone.
Cupping Room Coffee Roasters is an award-winning specialty coffee roastery based in Hong Kong.
To bring their artisanal beans to more audiences, the brand sought to expand their online business, bridging the gap between their local cafes and a scalable digital marketplace.
E-commerce
SEO
2020
