Available to hire
I am a Senior Brand Designer with 10+ years of experience delivering brand identity systems, logos, and visual frameworks for premium and design-led businesses. I have built my career through freelance and international work, developing strong judgment, independence, and the ability to translate abstract ideas into clear, executable design systems.
I am now intentionally transitioning into a full-time role to focus on long-term contribution, team collaboration, and consistent brand building. Known for strong taste, discipline, and reliability. I work best when embedded in a team, taking ownership of brand quality, and delivering work that is both strategically sound and commercially usable.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Japanese
Beginner
French
Beginner
Chinese
Advanced
Work Experience
Founder & Creative Director at Collective/Division
January 1, 2008 - PresentPartnered with over 100 clients worldwide to develop transformative brand identities and campaigns. Directed creative teams and collaborated with cross-functional client teams to deliver comprehensive and impactful solutions, achieving measurable results in brand awareness and market penetration. Managed client relationships, ensuring project deliverables meet and exceed expectations.
Creative Director & Deputy Editor at Meeting Media Company
January 1, 2018 - January 1, 2019Overhauled the visual identity and editorial strategy of the company’s print and digital publications. Managed a creative and editorial team, fostering collaboration and innovation in content delivery. Established partnerships and engaged with tourism boards, convention bureaus, destination marketing agencies and association management companies to gather and publish relevant insights.
Creative Development Officer at FreshlyGround
January 1, 2017 - January 1, 2017Conducted brand market research, brand and corporate culture insights gathering, and discovering user needs and desires. Developed brand equity model, brand strategy map, and crafted holistic experience journeys across brand touchpoints. Created brand strategy book and comprehensive brand guide for clients. Designed marketing materials and Design Thinking training kits for the branding consultancy.
Art Director at J. Walter Thompson (JWT)
January 1, 2016 - January 1, 2016Conceptualized and executed advertising campaigns for high-profile brands, delivering on tight deadlines in fast-paced environments.
Junior Art Director at Bartle Bogle Hegarty (BBH)
January 1, 2015 - January 1, 2015Developed and executed above-the-line adverts and social media posts for brands such as Dutch Lady, Mentos, Chupa Chups, Ikea, and Nike.
Art Director at J. Walter Thompson (JWT), Asia Pacific
January 1, 2016 - January 1, 2016Conceptualized and executed advertising campaigns for high-profile brands (e.g., Singapore Changi Airport, National Tourism Board, Central Provident Fund), delivering on tight deadlines in fast-paced environments.
Junior Art Director at Bartle Bogle Hegarty (BBH), Asia Pacific
January 1, 2015 - January 1, 2015Developed and executed above-the-line adverts and social media posts for brands like Dutch Lady, Mentos, Chupa Chups, Ikea, and Nike.
Education
BA (Hons) Graphic Design (Advertising Major) at Central Saint Martins, University of the Arts London
January 1, 2011 - January 1, 2013Diploma in Creative Media Design at Singapore Polytechnic
January 1, 2005 - January 1, 2007Brand Management: Aligning Business, Brand, and Behavior at London Business School
January 1, 2020 - December 25, 2025Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship at University of Sydney
January 1, 2020 - December 25, 2025BA (Hons) Graphic Design (Advertising Major) at Central Saint Martins, University of the Arts London
January 1, 2011 - January 1, 2013Diploma in Creative Media Design at Singapore Polytechnic
January 1, 2005 - January 1, 2007BA (Hons) Graphic Design (Advertising Major) at Central Saint Martins, University of the Arts London
January 1, 2011 - January 1, 2013Diploma in Creative Media Design at Singapore Polytechnic
January 1, 2005 - January 1, 2007BA (Hons) Graphic Design (Advertising Major) at Central Saint Martins, University of the Arts London
January 1, 2011 - January 1, 2013Diploma in Creative Media Design at Singapore Polytechnic
January 1, 2005 - January 1, 2007Qualifications
Brand Management: Aligning Business, Brand, and Behavior
January 1, 2020 - December 25, 2025Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship
January 1, 2020 - December 25, 2025Brand Management: Aligning Business, Brand, and Behavior
January 1, 2020 - January 5, 2026Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship
January 1, 2020 - January 5, 2026Brand Management: Aligning Business, Brand, and Behaviour
January 1, 2020 - January 22, 2026Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship
January 1, 2020 - January 22, 2026Brand Management: Aligning Business, Brand, and Behaviour
January 1, 2020 - February 18, 2026Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship
January 1, 2020 - February 18, 2026Industry Experience
Media & Entertainment, Professional Services, Travel & Hospitality, Retail, Consumer Goods, Education
Great brand design transforms ambition into presence. It aligns vision, strategy, and aesthetics into a cohesive system that commands attention and confidence. In a world of noise, strong brands stand apart through intention, restraint, and unmistakable character. Visit my website for case studies and stellar inspirations: https://www.twine.net/signin
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