Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I'm a Brand Designer and Art Director with over a decade of experience shaping global brand identities, design systems, and multi-channel campaigns across in-house and agency teams. I translate brand purpose into scalable visual systems through strategic insight, storytelling, and cross-disciplinary collaboration to deliver high-impact creative work. At LEGO I helped evolve the Masterbrand Identity, define its visual language, and align global stakeholders across 130+ markets. I published the refreshed identity on the Brand Hub, built scalable design systems for global tentpole campaigns, and crafted storytelling frameworks that unify multiple franchise identities into a cohesive narrative. My work across campaigns and regions emphasizes inclusive leadership, cultural intuition, and a collaborative approach that delivers consistent results from concept through execution.…I'm a Brand Designer and Art Director with over a decade of experience shaping global brand identities, design systems, and multi-channel campaigns across in-house and agency teams. I translate brand purpose into scalable visual systems through strategic insight, storytelling, and cross-disciplinary collaboration to deliver high-impact creative work. At LEGO I helped evolve the Masterbrand Identity, define its visual language, and align global stakeholders across 130+ markets. I published the refreshed identity on the Brand Hub, built scalable design systems for global tentpole campaigns, and crafted storytelling frameworks that unify multiple franchise identities into a cohesive narrative. My work across campaigns and regions emphasizes inclusive leadership, cultural intuition, and a collaborative approach that delivers consistent results from concept through execution.

April Dai

Art Director, Brand Designer, Graphic Designer, +2





I'm a Brand Designer and Art Director with over a decade of experience shaping global brand identities, design systems, and multi-channel campaigns across in-house and agency teams. I translate brand purpose into scalable visual systems through strategic insight, storytelling, and cross-disciplinary collaboration to deliver high-impact creative work. At LEGO I helped evolve the Masterbrand Identity, define its visual language, and align global stakeholders across 130+ markets. I published the refreshed identity on the Brand Hub, built scalable design systems for global tentpole campaigns, and crafted storytelling frameworks that unify multiple franchise identities into a cohesive narrative. My work across campaigns and regions emphasizes inclusive leadership, cultural intuition, and a collaborative approach that delivers consistent results from concept through execution.…I'm a Brand Designer and Art Director with over a decade of experience shaping global brand identities, design systems, and multi-channel campaigns across in-house and agency teams. I translate brand purpose into scalable visual systems through strategic insight, storytelling, and cross-disciplinary collaboration to deliver high-impact creative work. At LEGO I helped evolve the Masterbrand Identity, define its visual language, and align global stakeholders across 130+ markets. I published the refreshed identity on the Brand Hub, built scalable design systems for global tentpole campaigns, and crafted storytelling frameworks that unify multiple franchise identities into a cohesive narrative. My work across campaigns and regions emphasizes inclusive leadership, cultural intuition, and a collaborative approach that delivers consistent results from concept through execution.

Available to hire

I’m a Brand Designer and Art Director with over a decade of experience shaping global brand identities, design systems, and multi-channel campaigns across in-house and agency teams. I translate brand purpose into scalable visual systems through strategic insight, storytelling, and cross-disciplinary collaboration to deliver high-impact creative work.

At LEGO I helped evolve the Masterbrand Identity, define its visual language, and align global stakeholders across 130+ markets. I published the refreshed identity on the Brand Hub, built scalable design systems for global tentpole campaigns, and crafted storytelling frameworks that unify multiple franchise identities into a cohesive narrative. My work across campaigns and regions emphasizes inclusive leadership, cultural intuition, and a collaborative approach that delivers consistent results from concept through execution.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Work Experience

Global Senior Brand Designer at The LEGO Group

January 1, 2022 - January 1, 2025

Led global visual design system development for LEGO Masterbrand across 130+ markets, aligning cross-functional teams and external partners. Shaped and rolled out the refreshed Masterbrand Identity (launched 2023) and published guidelines on the Brand Hub Frontify, establishing governance that improved global consistency and brand visibility by 65%. Developed visual identities and flexible design systems for 4 global Tentpole campaigns, enabling local adaptation across shopper touchpoints, OOH, e-commerce, and retail in 130 countries and 6 regional markets. Crafted Masterbrand storytelling frameworks that unified 8–10 franchise identities into a cohesive narrative. Produced 35+ assets and templates per launch; the Holiday ’24 toolbox achieved 97% utilisation, driving 40% higher efficiency and streamlined regional localisation.

Digital Art Director at Creative Center (C2), Charles Schwab

January 1, 2019 - January 1, 2021

Led digital-first CRM campaigns, digital content, and social assets across 12 international markets; refreshed Schwab's social media brand standards, lifting engagement by 20–28% across owned channels; directed UX/UI design and launch of the SchwabFilms microsite, increasing site traffic by 17% and broadening video storytelling reach; developed branded experiences for the Charles Schwab Challenge (PGA Tour), designing event touchpoints for 120+ players and 15,000+ attendees; collaborated across creative, marketing, and digital teams to deliver assets aligned with global brand guidelines and business goals.

Senior Designer (Promoted) at Ampersand Agency

January 1, 2015 - January 1, 2019

Led concept-driven creative across 20+ strategy-driven promotional and 360° campaigns per year, scalable across TV, video, social media, OOH, digital, print, radio, rich media, point-of-purchase, and experiential activations, contributing to 300M+ yearly impressions. Mentored freelancers and production designers; deliverables included 350+ print-ready OOH and 250+ digital assets. Streamlined internal processes, increasing team efficiency by 20% and reducing turnaround by 1–2 days, cutting costs by ~12%. Partnered with media and strategy teams to translate insights into creative solutions, increasing conversions by 3.5% and boosting social engagement by 24%; campaigns contributed to a 5.2% MoM sales lift. Supported brand-building initiatives for clients including 7-Eleven, Stripes, Laredo Taco Company, NFL Dallas Cowboys, Lemi Shine, Celis Brewery, Brookshire Brothers, Uncle Billy’s Brewery.

Designer at Creative Tonic

January 1, 2013 - January 1, 2015

Contributed to brand identity, digital assets, and visual systems across a wide range of client projects; produced roughly one-third of the studio’s creative output; developed visual identities, logos, packaging concepts, and supporting brand materials for launches and refreshes; created digital assets including website layouts, infographics, and campaign visuals with responsive design and platform consistency; designed environmental and print materials in collaboration with Creative Directors to deliver cohesive, high-quality concepts.