I care about the thinking behind design and how it lands with people

I don’t decorate, I communicate.
Design should hit where it matters.

I’m a creative designer with roots in branding, animation and education, which taught me early on that visuals aren’t just decoration, they’re how people understand. My strength lies in translating complex ideas into quirky, unexpected visuals that stick. Whether I’m observing everyday life or digging into a client’s personal backstory, I’m always looking for the emotional thread that makes a message resonate.

Integrated Brand Experience Campaign

How do you sell a festival before the lineup drops? You sell the world around it. We crafted the mythology, I shaped it for social turning momentum into identity, curiosity into commitment.

Art Direction: Yukiko
Senior Designer: Courtney Lightfoot
Creative Designer: Elizabeth Lum

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Speculative Brand Thinking

Not all ideas are ads. Some are provocations. As synthetic media blurs our sense of truth, how might a brand built on trust like the BBC respond? BBC A.I.R. is a provocation not a solution, but start conversation.

Art Direction: Kim Trainor, Ray Chong
Creative Strategist: Elizabeth Lum
Graphic Designer: Tomi TomchenkoIllustration: Benjamin Khan

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Audience Centric Thinking

“ Tackling caffeine addiction, using Tiger Balm to stay awake and tears as hydration, Hustle Secrets uses humour to point out the absurdity of the cultural phenomenon. ”

Concept, Strategy, Design & Execution: Elizabeth Lum

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This is the toolkit I use to turn
insights into  creative work

Creative Strategy

Campaign Concepts,  Communication Strategy, Audience Insights

Branding

Visual Identity,  Tone of Voice,  Brand Systems,  Brand Guidelines

Animation

Storyboarding,  Motion Concepts,  Timing & Narrative Flow

Illustration

Editorial Assets,  Brand Icons,  Visual Metaphors,  Art Direction Support