Brand systems that people — and AI — can follow.
I've spent 25 years designing brands across print, digital and UX in Asia and the US. Now I build the foundations, templates and AI workflows that let teams make the hundredth asset as well as the first.
Hiring? See role fit and résumé
Have a project? Book a few 15 minute phone call.
The Problem /
Anyone can make one nice-looking thing. The harder job is making the hundredth thing still look like it belongs to the same brand — across a brochure, a website, a trade-show booth, and a video.
The harder job is making the hundredth thing still look like it belongs to the same brand — across a brochure, a website, a fleet of trucks and a video. Today a lot of those hundred things get drafted by AI. That makes the system more important, not less.
BRAND SYSTEMS
Three ways I work /
Logo, color, type, voice and the rules that hold them together, written plainly enough that any teammate, vendor or AI tool can follow them.
Experience and Product Design
UX and UI strategy for apps people use every day, from a WeChat finance flow to an Apple Watch approval app.
AI Brand Workflows
Custom agent skills, automated production pipelines and brand checks that speed production up, with a person making every final call.
Every medium, one brand — print, large-format and fleet, packaging, retail environments, digital, photography and motion.
Selected Projects
Systems that held up in the real world.
Each engagement begins with a different challenge: legacy drift, fragmented touch-points, weak adoption, unclear architecture, or a mismatch between operational reality and customer perception.
Three interactive explainers that make an AI machine economy readable to anyone.
Beijing / China
Dealer and finance tools independent dealers chose to adopt, from WeChat to Apple Watch.
Hong Kong
Embedding Brand into Daily Behavior
A loyalty app and digital campaign that gave customers a reason to come back — designed tight to the brand, built for daily use.
Digitizing Trust in Global Relocation
Hong Kong
Customer Relocation UX/UI Ecosystem
UX/UI design for a global relocation service — turning a complicated process into screens customers actually understand.
ASIA-PACIFIC
Clean brand visuals and social media with a twist
Product photography direction to social media content bites with tennis racquets and an Aardvark.
Hong Kong/ China/ Macau
Sub-Brand development and store design for a new marketplace
A high-value retail sub-brand to capture first-time buyers.