Quandoo started as a B2C marketplace, connecting millions of diners with restaurants. But when COVID reshaped the industry, restaurants urgently needed digital tools to manage reservations and operations. This drove the creation of Quandoo for Restaurants — a dedicated B2B brand designed to serve the hospitality industry.

I was responsible for building this brand identity from the ground up, shaping how Quandoo communicates with restaurant partners:

Brand Identity & Guidelines — developed logo, typography, color palette, and usage system that clearly distinguished B2B while staying tied to the parent brand.

Look & Feel — created a visual language that is professional, approachable, and easy to understand for time-pressed restaurateurs.

Sales & Marketing Collateral — presentation templates, pitch decks, digital campaigns, social content, and event merchandise.

Cross-Team Collaboration — worked closely with Sales and Customer Success teams to understand restaurant workflows, pain points, and buying behaviors. This insight guided the design approach, ensuring that complex technology was communicated clearly but impactful.

I produced a series of videos for Quandoo's B2B platform.

These videos served as both promotional advertisements and instructional guides for potential and existing clients across 12 countries in 6 different languages.

My role involved the complete video production cycle - from conceptualizing and storyboarding to editing and overseeing the creation of voiceovers in various languages.

This digital campaign started off with a simple idea - what if we can “walk” with our fingers?

Yearcon, a Chinese shoe brand, wanted a digital campaign to encourage the younger generation to walk and travel more and at the same time promote their new shoe line. We created a mobile interactive campaign to encourage digital natives in China to step out their comfort zone and travel to any of their desired destination around the world on their phone. Those who “walked” the furthest, stand a chance to win shoes and vouchers from the brand.

Agency: logicillogic, Shanghai
Role: Art Director

The Challenge: To design a packaging series for a youth-targeted juice brand. Rather than highlighting ingredient purity or health benefits, the client requested a design focused on a fun, lifestyle driven brand vibe.

The Design Concept: With the idea of "Adventures in Fruits," the design shifts the narrative from typical nutrition/juice purity to the thrill of flavor.

By reframing fruit as a playground for imaginative journeys rather than a mere ingredient, the packaging connects with a younger audience through a sense of discovery, giving Cheng Bao a fresh, highly memorable identity.

The Challenge: How do you turn a traditional tea brand into a viral, shareable moment during the peak of summer?

The Solution: We moved beyond normal sampling paper cups to create "Popsicup" - frozen drinkable tea cups.

By turning the product itself into the packaging, we transformed a simple free tasting into a multi-sensory and an experience people would love to share on social media.

Agency: logicillogic, Shanghai
Role: Art Director

George Orwell’s 1984 is packed with language that is designed to control people through confusion. To capture that double-speak, I created a series of bold, authoritarian-style posters using ambigrams—typography you can read even when it's flipped upside down. It’s a visual nod to the book's psychological mind games.

I also laser cut these designs to function as stencils for street art, physically bringing the book's slogans into public spaces.

An integrated 360 campaign created along with a Korean-inspired web series to promote the Samsung Galaxy S4 flagship phone as a “Life Companion”.

My contributions to this project includes designing the campaign logo and campaign assets, contributing to the web series' story, creating and researching the look and feel for the campaign that translated across all platforms.

Agency: Leo Burnett, KL
Role: Designer

Brand identity and packaging design for a Chinese coffee & cafe brand.

The color palette, inspired by coffee's warmth, consisted of rich brown tones alongside earthy gold shades, aims to reflect its eco-conscious goals.

Collection of various logos and marks I designed.

Using rain, the very thing that helps mosquitos breed, Rain Sprout transforms the humble umbrella into an active weapon in the fight against dengue.

Link: Campaign Brief Asia Writeup

Agency: Grey Group, KL
Role: Art Director

To commemorate its 30th year in Malaysia, The Body Shop celebrated International Women's Day by challenging societal norms of beauty influenced by shallow celebrity culture. They promoted an alternative source of inspiration, highlighting women of substance like Datin Paduka Marina Mahathir, Dato' Ambiga Sreenevasan, Ivy Josiah, and Zainah Anwar as true celebrities who embody qualities worth aspiring to.

The campaign aimed to redefine beauty as an active expression of character, imagination, and values, encouraging people to celebrate those who make a real difference in society. By urging individuals to share what it means to "Be More Than Beautiful" on social media, The Body Shop aimed to expand the definition of beauty and debunk myths surrounding it, promoting self-esteem and genuine values.