David Cheng

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.

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.

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.