As Lead Designer for nextCIGAR since 2018, I have spearheaded the strategic evolution of their e-commerce platform, balancing a high-end luxury aesthetic with continuous UX/UI iterations to ensure a seamless, trend-aligned customer journey.

Commissioned by Peter Silling & Associates, I created bespoke, feng shui-inspired chinoiserie artwork to be featured across a hotel client's room decor and dining accessories.

As the lead creative partner for Chit Chat n' Play, I collaborated with the founder to build the startup’s entire brand identity and voice, delivering the core assets and launch campaigns that drove its initial market entry and client growth.

As a Senior Digital Creative at TSK, I collaborated with cross-functional teams to deliver high-quality branded assets—including workplace guides, pitch documents, and signage—under tight deadlines to match the company’s premium construction standards.

As Lead Designer at nextCIGAR, I led a cross-functional team to revamp the nextCIGAR CLUB membership program using data-driven insights, successfully launching an updated platform that boosted customer retention.

Working with the Marketing team, I led the design and creative direction for nextCIGAR’s 24th-anniversary campaign, developing contemporary, product-focused packaging and collaborating on a multi-channel launch across video, web, and social media.

For Venchi’s Travel Retail expansion, I designed a premium line of high-end souvenir packaging sleeves featuring custom city-skyline illustrations, unique color palettes, and gold-foil finishes for the Hong Kong, Malaysia, and Singapore markets.

Leading the end-to-end creative development for nextCIGAR’s 2022 and 2023 Advent Calendars, I managed everything from bespoke packaging and illustrations to the digital landing page to create a premium, multi-sensory holiday experience.

I designed a bespoke set of red packets for Davidoff Cigars’ Asia market, translating the aesthetic of their "Year of" Limited Edition cigar packaging into a traditional Lunar New Year offering.

To support Equinox during a restructuring, I modernised their branding by creating a cohesive visual identity that features a refreshed main logo and four distinct sub-logos and colour schemes to represent their expert sectors.