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I am a design and brand leadership professional based in Hong Kong, specializing in creative direction, design systems, and cross-market brand storytelling. I lead small teams and drive generative AI workflows to power on-brand visuals across markets. My work spans digital brand libraries, localization, and video production, with a passion for blending design with AI to deliver fast, compliant outputs that scale globally.…I am a design and brand leadership professional based in Hong Kong, specializing in creative direction, design systems, and cross-market brand storytelling. I lead small teams and drive generative AI workflows to power on-brand visuals across markets. My work spans digital brand libraries, localization, and video production, with a passion for blending design with AI to deliver fast, compliant outputs that scale globally.

David Cheng

Creative Director, Brand Designer, Designer, +2

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I am a design and brand leadership professional based in Hong Kong, specializing in creative direction, design systems, and cross-market brand storytelling. I lead small teams and drive generative AI workflows to power on-brand visuals across markets. My work spans digital brand libraries, localization, and video production, with a passion for blending design with AI to deliver fast, compliant outputs that scale globally.…I am a design and brand leadership professional based in Hong Kong, specializing in creative direction, design systems, and cross-market brand storytelling. I lead small teams and drive generative AI workflows to power on-brand visuals across markets. My work spans digital brand libraries, localization, and video production, with a passion for blending design with AI to deliver fast, compliant outputs that scale globally.

Available to hire

I am a design and brand leadership professional based in Hong Kong, specializing in creative direction, design systems, and cross-market brand storytelling. I lead small teams and drive generative AI workflows to power on-brand visuals across markets.

My work spans digital brand libraries, localization, and video production, with a passion for blending design with AI to deliver fast, compliant outputs that scale globally.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Design & Creative Manager at FWD

May 1, 2025 - Present

Creative-direct and set foundational brand content standards at group level — shaping how the brand shows up across markets, including the brand intro video and creative platform videos — while managing a small design team. Drive generative AI experimentation: training style LoRAs for on-brand illustration generation and developing prompt-engineering workflows that power a group-wide, compliance-ready asset toolset for markets to use.

Digital Brand Designer at FWD

May 1, 2023 - May 1, 2025

Built and maintained a brand digital asset library across photoshoots, generative AI, illustration, and video. Partnered with cross-functional teams to produce videos and static assets tailored to their needs. Established a generative AI playbook, setting best practices and upskilling colleagues to keep outputs consistently on-brand.

Creative Designer at Localised

May 1, 2021 - April 1, 2023

Designed local-first UI/UX solutions for brands including ASOS, Urban Outfitters, Saks Fifth Avenue, and Anthropologie across Japan, Korea, and Hong Kong. Contributed to design system development to sync components with the internal codebase, enabling faster feature releases and smoother handovers. Built promotional assets — landing pages and marketing emails — in CSS, HTML and JSON and YAML, working alongside marketing and brand-side designers.

UI Designer at Hong Kong Economic Times

June 1, 2019 - May 1, 2021

UI Designer focused on user-centered design for the publication's digital presence.