Hi, I’m Catherine Lum — a creative designer and brand strategist helping businesses turn ideas (and sometimes chaos) into design that makes sense and stands out. With 8+ years of experience and 40+ brands behind me, I blend strategy and design to craft identities, websites, and visuals that feel thoughtful and cohesive. Clients come to me when they want clarity — not just a logo or layout, but a brand that tells a story and actually connects with people. Whether you’re building from scratch or refreshing what’s already there, I’ll help you create design that’s authentic, purposeful, and hard to forget. Portfolio: _Website not available. Sign in: https://www.twine.net/signup_ (updates in progress!)…

Catherine Lum

Hi, I’m Catherine Lum — a creative designer and brand strategist helping businesses turn ideas (and sometimes chaos) into design that makes sense and stands out. With 8+ years of experience and 40+ brands behind me, I blend strategy and design to craft identities, websites, and visuals that feel thoughtful and cohesive. Clients come to me when they want clarity — not just a logo or layout, but a brand that tells a story and actually connects with people. Whether you’re building from scratch or refreshing what’s already there, I’ll help you create design that’s authentic, purposeful, and hard to forget. Portfolio: _Website not available. Sign in: https://www.twine.net/signup_ (updates in progress!)…

Available to hire

Hi, I’m Catherine Lum — a creative designer and brand strategist helping businesses turn ideas (and sometimes chaos) into design that makes sense and stands out.

With 8+ years of experience and 40+ brands behind me, I blend strategy and design to craft identities, websites, and visuals that feel thoughtful and cohesive.

Clients come to me when they want clarity — not just a logo or layout, but a brand that tells a story and actually connects with people.

Whether you’re building from scratch or refreshing what’s already there, I’ll help you create design that’s authentic, purposeful, and hard to forget.

Portfolio: Website not available. Sign in: https://www.twine.net/signup (updates in progress!)

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Skills

Experience Level

Language

English
Fluent
Chinese
Fluent
Malay
Fluent

Work Experience

Creative Designer & Strategist at Freelance
March 1, 2017 - Present
Worked 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.
Head of Growth at Dua Beauty
February 1, 2024 - October 27, 2025
Developed 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.
Co-Founder + Brand Director at The Makers Fellowship
June 1, 2018 - October 27, 2025
Co-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.
Creative Designer & Strategist at Freelance
March 1, 2017 - November 5, 2025
Freelance 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 Dua Beauty
February 29, 2024 - February 29, 2024
Led creative design efforts for Dua Beauty as a freelance partner, shaping brand identity, visuals, and marketing materials to support growth and customer engagement.

Education

BBA in Hotel Management at Les Roches Intl. School of Hotel Management
January 1, 2014 - December 31, 2016
BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - January 1, 2016
BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016
BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - January 1, 2016
BBA in Hotel Management at Les Roches International School of Hotel Management
January 1, 2014 - December 31, 2016
BBA in Hotel Management at Les Roches Intl. School of Hotel Management
January 1, 2014 - December 31, 2016
Fellowship at The Makers Fellowship
March 1, 2017 - June 1, 2018

Qualifications

The Makers Fellowship
March 1, 2017 - June 1, 2018
BBA in Hotel Management
January 1, 2014 - December 31, 2016

Industry 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