Visual & Digital.
With 10+ years of experience in visual communication design, I've delivered numerous successful projects in ensuring client satisfaction through my work showcased in the market for prominent brands such as Citi, Cigna, J.P. Morgan, IFC Mall, and MTR Corporation. Drawing on this extensive background, I continually bring aesthetics and problem solving to the field of user experience design.
Works.
Crafting a vision: designing Citi's sustainability futures showcase report
The challenges
The content was authored by six individuals and delivered at different timeframes, resulting in incoherent delivery.
This requires rapid integration and review to ensure coherence and consistency across all chapters.
The project operated under a tight deadline, taking just six weeks from start to completion. This required rapid review of past reports, research on sustainability themes, and alignment with Citi's global brand.
The solutions
To address these challenges, several strategies were implemented. Firstly, I designed a layout template for each section, integrating content, images, and infographics to maintain narrative consistency with Citi’s brand guidelines.
Secondly, to optimise time efficiency and meet tight deadlines, tasks were prioritised based on urgency, and past design assets were leveraged where applicable. Additionally, work closely with stakeholders to ensure compliance with their expectations, exchange of ideas and design satisfaction.
Finally, I developed a comprehensive image sourcing strategy that included in-depth research and selection of visuals that complemented the content and themes of the report.
Enhancing shopper experience at IFC Mall: navigating directions
The challenges
The International Finance Centre (IFC) Mall stands as a prestigious business and leisure destination along the waterfront, representing the world-class excellence in Hong Kong's landmark. The project aims to integrate the International Finance Centre's refinement with innovative design strategies. Our objective was to not only maintain footfall but also to cater to the discerning tastes of shoppers during the mall's renovation phase. The main challenge was to ensure that shoppers navigate the ongoing transformations with ease.
The solutions
To address this challenge, our team initiated an exhaustive research phase, review the mall's floor mapping blueprints, and gather insights from client and on-site visits to understand shopper navigation patterns. Our goal was to craft a design that not only captivated shoppers upon their initial encounter but also blends in with the ambience of the mall and enhances their overall experience.
We revolutionised traditional directional signage by introducing installation art pieces strategically placed throughout the mall. We work closely with reputable production team to prioritise public safety and accuracy in execution. This innovative approach not only simplifies navigation but also enhances the aesthetics of the mall, exceeds customer expectations and leaving a lasting impression on shoppers and visitors.
Redesign Cigna Newsletter Website
The challenges
The Cigna newsletter website is a crucial platform for disseminating corporate updates and fostering communication with the insurer's business partners on a quarterly basis. However, the current website lacks visual appeal and fails to generate interest among recipients of the email newsletter. Additionally, one of the client's main goals was to optimise the website's responsiveness for email delivery while reducing load times for a volumes of corporate images to ensure their effectiveness.
The solutions
As a member of the project team, I’m responsible for the development of the site map, the crafting of the interface design, and the maintenance of regular communication with the client. Our approach involved exploring various design directions, taking into account factors such as visual aesthetics, user experience, and brand identity. By integrating attractive hero images, icons, and implementing a smooth animated layout, we aimed to enhance the visual appeal and user engagement.
In addition, we have also simplified the website's image loading process. This included carefully optimising image compression levels and conducting thorough testing to ensure that images load seamlessly without compromising quality. The result was significantly faster load times and improved quality control, ultimately enhancing the overall effectiveness of the website.
Enhancing Instagram engagement:
A performance upgrade
The challenges
The challenges in the Instagram ads project centered around leveraging the platform's effectiveness in reaching our target audience. Crafting engaging storytelling strategies that resonated with both the target audience and existing followers was crucial. This involved maintaining consistency with the style guide while introducing new images and stories that highlighted the unique features of our products.
The solutions
We honed our storytelling approach to ensure it resonated with our audience, delving deep into their preferences and interests. Working closely with the digital marketing team, we crafted visually captivating imagery that would grab users' attention as they scrolled through their feeds. Utilising bold graphics, vibrant colours, and eye-catching typography, our ads stood out and enticed users to engage.
These efforts culminated in heightened engagement with our Instagram ads, elevating brand awareness and recognition. Moreover, the positive feedback from esteemed media outlets like Vogue and Forbes enhanced our PR value and cemented our position in the market.
