About me

A Hong Kong-born Design Director specialising in brand identity and packaging, with over 15 years of experience helping global brands connect authentically with local cultures across Hong Kong, Milan, and Shanghai.

Throughout my career, I’ve found that the best design happens where creative strategy meets tangible craft. Whether leading 0-1 brand creation or driving consumer portfolio management, my work is always rooted in human connection—building brands that resonate deeply with people, no matter the market or culture.

My portfolio spans major global brands—including brand systems and packaging for Oreo, Chips Ahoy, Zespri, and Minute Maid—focusing on localizing international brand power to connect with regional audiences.

Beyond hands-on creative direction, I have been honored with international design awards and actively contribute to the wider design community, serving as an industry juror for the Creativepool Annual, where I evaluate and recognize leading global design work.