Available to hire
I’m Catherine Lum, a Senior Graphic Designer & Brand Strategist based in Kuala Lumpur, and I love turning complex ideas into clear, captivating visual systems. With 9+ years of experience and collaborations with 50+ brands across 15+ industries, I combine creative problem-solving with strategic thinking to craft brand foundations, identities, campaigns, and digital experiences that connect with people.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Beginner
Language
English
Fluent
Chinese
Fluent
Malay
Fluent
Work Experience
Creative Designer & Strategist at Dua Beauty
February 29, 2024 - February 29, 2024Led creative design efforts for Dua Beauty as a freelance partner, shaping brand identity, visuals, and marketing materials to support growth and customer engagement.
Head of Growth at Dua Beauty
February 1, 2024 - October 27, 2025Developed a comprehensive business plan including a market analysis and innovative strategies for product, branding, and marketing. Led the creation of the brand's identity by defining its purpose, values, and unique selling propositions, ensuring alignment with market needs and opportunities. Managed launch timelines, secured vendors, and led the development of multiple product launches — including naming, marketing strategies and packaging design. Played a key role in developing the brand's online presence, working with developers to launch a user-friendly website that effectively showcased the brand and products. Established and managed a high-performing marketing and creative team, driving the brand's creative direction and organising successful launch campaigns.
Head of Growth at The Makers Fellowship
July 1, 2023 - February 29, 2024Developed a comprehensive business plan including a market analysis and innovative strategies for product, branding, and marketing. Led the creation of the brand's identity by defining its purpose, values, and unique selling propositions, ensuring alignment with market needs and opportunities. Managed launch timelines, secured vendors, and led the development of multiple product launches — including naming, marketing strategies and packaging design. Played a key role in developing the brand's online presence, working with developers to launch a user-friendly website that effectively showcased the brand and products. Established and managed a high-performing marketing and creative team, driving the brand's creative direction and organising successful launch campaigns.
Fellow at The Makers Fellowship
July 1, 2023 - February 1, 2024Participated in a brand-focused fellowship, collaborating with mentors on community-driven branding and product storytelling; contributed to cross-disciplinary projects and supported local independent brands.
Co-Founder + Brand Director at The Makers Fellowship
June 1, 2018 - October 27, 2025Co-founded a brand accelerator program to empower local, independent F&B brands. Collaborated with over 50 brands, such as Niko Neko Matcha, Pulp, Collective Coffee, Brew & Bread, Ghostbird Coffee, Brownies Bar, Cupcakes Confetti, etc. Partnered with major malls and industry players, such as 1 Utama, Publika, Desa ParkCity, Co-labs Coworking, Common Ground, etc. Drove positive change and fostered collaboration in the F&B industry and community. Featured on The Star Malaysia.
Co-Founder + Brand Director at Dua Beauty
March 1, 2017 - June 30, 2018Co-founded a brand accelerator program to support local, independent F&B brands. Collaborated with 50+ brands (e.g., Niko Neko Matcha, Pulp, Collective Coffee, Brew & Bread, Ghostbird Coffee, Brownies Bar, Cupcakes Confetti) and partnered with major malls and industry players such as 1 Utama, Publika, Desa ParkCity, Co-labs Coworking, and Common Ground. Helped drive positive change and community collaboration, including being featured on The Star Malaysia.
Freelance Creative Designer & Strategist Partner at Freelance
March 1, 2017 - PresentPartnered with brands to develop strategic brand foundations and scalable identity systems. Led end-to-end brand development from positioning and strategy to impactful visual identities, creating cohesive brand ecosystems across web, social, marketing collateral, decks, presentations, and internal templates.
Co-Founder + Brand Director at The Makers Fellowship
March 1, 2017 - June 30, 2018Co-founded a brand accelerator program to empower local, independent F&B brands. Collaborated with over 50 brands, such as Niko Neko Matcha, Pulp, Collective Coffee, Brew & Bread, Ghostbird Coffee, Brownies Bar, Cupcakes Confetti, etc. Partnered with major malls and industry players, such as 1 Utama, Publika, Desa ParkCity, Co-labs Coworking, Common Ground, etc. Drove positive change and fostered collaboration in the F&B industry and community. Featured on The Star Malaysia.
Freelance Creative Designer at Dua Beauty
March 1, 2017 - PresentBrand identity, packaging design, and marketing collateral development; end-to-end design solutions across branding, web assets, and campaigns.
Creative Designer & Strategist at Dua Beauty
March 1, 2017 - PresentFreelance designer and strategist collaborating with 40+ brands across startups and industry leaders. Conceptualised and executed innovative brand identities; led the design and development of visually impactful websites and marketing materials; developed and implemented creative strategies aligned with business goals to enhance brand positioning, awareness and customer engagement.
Creative Designer & Strategist at Freelance
March 1, 2017 - November 5, 2025Freelance Creative Designer & Strategist delivering branding, website design, and marketing materials for 40+ brands worldwide. Conceptualised and executed innovative brand identities, increasing recognition and engagement. Led the design and development of visually impactful websites and collateral, driving brand awareness and sales. Developed creative strategies aligned with business goals to enhance brand positioning and audience connections.
Creative Designer & Strategist at Freelance
March 1, 2017 - PresentWorked with over 40 brands and businesses, both local and international, across various industries, ranging from startups to leading market players. Conceptualised and executed innovative brand identities, resulting in increased brand recognition and customer engagement. Led the design and development of visually impactful websites and marketing materials, driving brand awareness and sales growth. Developed and implemented creative strategies that aligned with business goals and enhanced brand positioning.
Education
BBA in Hotel Management at Les Roches Intl. School of Hotel Management
January 1, 2014 - December 31, 2016BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - January 1, 2016BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - January 1, 2016BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016BBA in Hotel Management at Les Roches Intl. School of Hotel Management
January 1, 2014 - December 31, 2016Fellowship at The Makers Fellowship
March 1, 2017 - June 1, 2018BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016Hotel Management Program at Les Roches Intl. School of Hotel Management
March 1, 2017 - June 1, 2018BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - January 1, 2016BBA in Hotel Management at Les Roches Intl. School of Hotel Management
January 1, 2014 - December 31, 2016BBA in Hotel Management at Les Roches Intl. School of Hotel Management, Crans-Montana, Switzerland
January 1, 2014 - December 31, 2016Qualifications
The Makers Fellowship
March 1, 2017 - June 1, 2018BBA in Hotel Management
January 1, 2014 - December 31, 2016Industry Experience
Consumer Goods, Energy & Utilities, Gaming, Healthcare, Professional Services, Real Estate & Construction, Software & Internet, Travel & Hospitality, Financial Services, Other, Retail, Media & Entertainment, Education
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Beginner
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