About ME

I am an experienced graphic designer and creative professional with over 25 years of experience in graphic design, branding, marketing communications and art direction.

Throughout my career, I have worked across a wide range of creative disciplines, developing visual identities, creating advertising campaigns and delivering integrated design solutions across print and digital media.

I spent 15 years as Art Director and Studio Manager at PURE International, where I played an important role in the company's creative development and brand expansion. Working across multiple business sectors, I was involved in developing brand identities, directing creative projects and maintaining consistent visual communication across a growing portfolio of sub-brands.

My approach to design combines creative thinking, attention to detail and a strong understanding of visual communication. I enjoy taking ideas from initial concepts through to finished work, whether developing a brand identity, creating a marketing campaign or producing engaging visual content.

Now based in the UK, I continue to build on my creative experience, complemented by practical knowledge of large-format graphics production, digital printing, colour management and finishing.

I believe good design is not just about how something looks, but how effectively it communicates.

Philosophy

Career Highlights

Over 25 years experience in the creative industry, working with multi-sector clients and showcasing specialist knowledge of Studio management, Graphic Design, Brand creatives and Art Direction.

Leading design innovation, thinking out of the box and exploring different aesthetic styles to make an impact, excite teams and capture audience engagement.

Pioneering progressive thinking by creating an open communication culture where ideas are nurtured and feedback is embraced, ensuring every creative concept is given the opportunity to shine with the right output and phased development.

Detailed knowledge of multi-channel roll outs, driving visual narratives over print, web, social media and various digital platforms, crafting the visual narrative with a clear understanding of the best route to market and target audiences.

Methodical end-to-end project manager, leading multiple projects from concept to completion with detailed roadmaps, execution/roll outs and team engagement, ensuring every deliverable is tracked to achieve results on time and with precision.

An empowering leader, passionate about motivating high-performing creative professionals by sharing best practice, prioritising training and launching bespoke developmental plans.

An engaging relationship manager, building stakeholder relations based on integrity and trust, showcasing an adaptable approach to work with multidisciplinary partners including copywriters, photographers and manufacturers.

Culturally intelligent and with full eligibility to work in the UK, dedicated to integrating extensive experience gained in Hong Kong into a new career path in the UK market.

professional Experience

Large Format Graphics Production Operative
Pollards | March 2024 – Present | United Kingdom

Responsible for large-format graphics production and digital printing operations.

Operate an Anapurna wide-format digital printing machine for large-format graphics production.
Operate an ESKO Kongsberg digital cutting table for precision cutting and finishing.
Carry out machine setup and production preparation.
Manage colour settings and consistency to maintain print quality.
Perform print finishing and associated production processes.
Support production workflows and ensure completed jobs meet quality requirements.

Equipment: Anapurna Wide-format Digital Printer | ESKO Kongsberg Digital Cutting Table

Art Director & Studio Manager
PURE International, March 2008 - May 2023 | Hong Kong

Business expansion: Played an integral creative role in the growth and development of PURE International, contributing to the expansion of the organisation from two principal business units into a portfolio of six sub-brands covering yoga, fitness, food and beverage, nutrition and apparel.
Brand development: Contributed to the growth of each sub brand by creating individual brand identities whilst also maintaining a uniform brand approach.
“20 Years of Fit and Flexed” campaign: Positioned as the Creative Director, Art Director, Liaison and Designer for the creation and launch of a visionary project, working with copywriters and photographers to create a storyboard of visual designs to inspire the public to move forward following the impact of COVID.
Design strategy: Led design briefs and supervised the creative output of the studio by driving brand and strategy development.
Brand architecture: Elevated the profile of the brand with standardised brand communications/representation to maintain a single brand identity across all visual output.
Quality excellence: Analysed every creative output with intricate detail, promptly identifying flaws and implementing changes to realign design specifications to the brief.
Brand profiling: Accelerated brand presence by collaborating with different business units and steering the design process to integrate trends into multi-channel creative output.
Process optimisation: Explored ways of transforming the design and creative process, ensuring the business plan/go to market creative strategy delivers project objectives.
Consumer focus: Deep dived into the market to develop key insights; integrated intelligence into targeted visual output in line with brand guidelines and brand vision.
Relationship management & Team development:
Motivational leadership: Steered team performance by maintaining full visibility as a manager, offering guidance to make a competitive environment productive and enjoyable.
Contractor/agency integration: Promoted transparency across external partners, leading briefs, negotiations and project reviews/analysis with design agencies, freelancers, photographers, illustrators and copywriters.
Transparency: Initiated team meetings and shared project updates/progress tracking to capitalise on success stories whilst also redirect creative processes to improve final outcomes.
Developmental planning: Mentored a skilled creative team, ensuring junior members were trained whilst also delivering developmental plans for all staff to drive performance.
Stakeholder communications: Established a strong cross-functional team, partnering with Marketing, Design and Production to integrate specialist insight into the flawless execution of creative projects.
Regional unity: Facilitated partnerships between creative teams in Hong Kong, Singapore and Shanghai by sharing project insights and best practice/challenges with a view to building a united approach and standardised operational processes.

Early Career

Art Director | Hong Kong
2006-2008 Million Communications
2004-2006 Corona Advertising
Senior Graphic Designer | Hong Kong, Beijing, Guangzhou
2004 Betake Marketing
2001-2004 Tactics Communications
Designer | Hong Kong
2000-2001 Ion-Global (china.com corporation)
1999-2000 Tactics Communications
Junior Designer | Hong Kong
1999 Synergy Advertising
1997-1999 The Royal Hong Kong Jockey Club (part-time)

areas of expertise

Graphic Design & Visual Communication
Branding & Corporate Identity
Art Direction & Creative Development
Advertising & Marketing Campaigns
Print & Editorial Design
Digital & Social Media Design
Photography & Image Editing
Large-format Graphics Production

Core Skills

Entrepreneurial self-starter
Highly detailed multi-tasker
Strategic & tactical planning
Motivational leadership
Creative problem-solving
Assertive decision-making
Critical thinking
Adaptability and punctuality
Progressive mindset
Collaborative teamwork
Articulate communicator
Influential negotiator
Video Editing and Post-production
Video Editing – Adobe Premiere Pro

Qualifications

Bachelor of arts (Honors) in Applied and Media Arts
The Hong Kong Polytechnic University School of Professional Education and Executive Development
2017-2021

Diploma of graphic design
First Institute of Art and Design
1997-1999

Honors and Awards

First Class Honours
The Hong Kong Polytechnic University School of Professional Education and Executive Development

Top Student Award
The Hong Kong Polytechnic University School of Professional Education and Executive Development

Gold Award
25th Graduation in First Institute of Art and Design