Case Study (Portfolio)
IKA Beauty: Optimized Operations & Effective Marketing.
As a solo startup, I leverage technology and art-craft expertise to build premium brands with minimal costs. I bridge the gap between strategic precision and cinematic execution, delivering agency-level quality through a strictly results-driven model.
- I streamline operations via automated workflows using Google Workspace and AI Agents, bypassing expensive management software while maximizing efficiency.
- For production, I’ve architected a high-quality BRAW database from a single, comprehensive setup. By applying batch Color Space Transforms, I create optimized, cinematic assets that designers use independently. This removes me as a bottleneck and provides a full year of marketing content without repetitive shooting.
-
My strategy prioritizes curiosity and empathy over hard-selling. By using vibe-driven visuals to filter potential customers, I ensure they proactively seek the brand.
The Final Impact: I successfully systemized and handed over the entire operation. The brand is now self-sustaining with just one independent designer, driven by high customer loyalty and consistent organic referrals.
- Audience
- Educated Professionals, Local High-income Earners
- Focus
- Zero-Cost Ops, AI Automation, Direct Performance
- Role
- Founder, Brand Strategist, Creative Director
IKA Beauty Ecosystem
Interactive Video - Playable Development
Section: Concept art - video creative, UX, Technical Development.
Spotify aims to create an engaging, interactive video ad campaign. Users will select on-screen options based on their musical taste, resulting in a random track played specifically to match their preferences.
My Insight
For multi-layered projects—spanning Art, Brand Alignment, Culture, and Tech—my strategy is built on velocity in planning and concept visualization. I use rapid, highly visual sketches to pressure-test feasibility and lock in the execution phase as early as possible.
To me, 'Make it work - Make it right' defines this exact conceptual phase. By mapping out art sketches and operational logic upfront, I validate project feasibility early. This strategic move ensures we preserve maximum resources to ultimately nail the final 'WOW' factor.
In massive production environments—where high volume meets uncompromising quality standards—relying on pure inspiration will fail; you must apply strict tactics and formulas. My rarest and proudest asset is exactly this fusion: a deep aesthetic foundation backed by hard, tech-driven logic.
KEY RESULTS
- Digital interaction
- over ~220%/ target
- Download
- 147% over target
Request me a live demo.
Spotify Interactive Campaign
Savills 30th Anniversary - Market Review
Design is for solving problems, not "airy-fairy" creativity. For the Savills 30th Anniversary, my mission was simple: Make it work. This was about respecting the legacy, using visuals to write the next chapter of an existing story while honoring the values built before me.
With a global giant like Savills, there is no room for ego or "freestyling." Execution must be flawless and strictly compliant with brand standards.
For me, Ultimately, success isn't about chasing a "WOW" from the crowd. It’s about Making it WORKS. Soo, deciphering the vision of the top decision-maker frome the very begining is supper importance.
If the visuals weren't about creative freedom or fancy decorations, then what exactly made this work "worth every penny"? That comes down to my personal strategy and professional expertise—insights I’d love to share with you in a face-to-face chat.
- Audience
- C-Suite Executives, Major Corporations
- Focus
- KV Design, Motion Visuals, Sustainable Design, Digital Experience
Savills 30 Years Event Concept
Redefining Fintech Visual Language.
This project is a strategic collaboration between Trusting Social AI and TPBank.
Below is my comprehensive logo development process, encompassing a unified design language system—from brand identity to marketing visuals and brand voice (visual communication)—ensuring consistency across Brand, UI/UX, and Animation.
CONCEPT: THE "E" EVOLUTION
The "e" symbol is the core identity, meticulously crafted on a precision geometric grid to ensure perfect balance and scalability.
Originating from a primitive concept of three distinct dots, the animation intuitively visualizes their convergence into the 'E' form. This efficient blend of shape and motion is designed for future scalability, allowing for lightweight conversion into code-based formats like JSON (Lottie) for seamless web-app integration.
COLOR STRATEGY
Following the 60-30-10 rule, the palette uses a deep Navy and Light Blue foundation. Secondary tones are integrated to provide visual depth, akin to the layers of a fine art painting.
VISUAL DIRECTION
Brand shape consistency creates an unmistakable presence, ensuring distinctiveness in a crowded market. The visual concept is strictly minimalist, derived directly from the logo’s geometry and palette.
Personal tech objects serve as the visual anchor, precisely targeting the user base—digital natives seeking installment solutions for technology.
I enforced a modern, authentic visual direction to reject the sterile artificiality of traditional banking. Staged, emotionless stock imagery is the antithesis of the brand I created.
Brand Identity Showcase
Marketing Campaign (Singapore)
Project executed at Filament Agency Singapore
|
Market: Singapore
Brief: Customers earn free KrisFlyer miles based on their electricity consumption (kW used).
The Challenge: Developing a visual concept that effectively bridges the gap between two unrelated ideas: electricity usage and free travel miles.
My Key Visual Solution: I proposed a concept integrating:
- Electrical appliances.
- Flight and travel imagery.
- Target Persona: Young, dynamic, modern, and high-income individuals.
- Execution: The combination required animation to create a seamless flow between these elements.
Results:
My Role & Responsibilities:
- Developed the handcrafted concept, transitioning from static Key Visual (KV) design to full Animation.
- Supervised design quality and provided creative direction to the design team.
- Managed revisions and adaptation for various assets including print materials and microsite design.
- Pitch Win: The client was delighted with the proposed direction, securing the project.
- Cost Efficiency: The production approach was optimized and feasible, saving costs for the client.
- Performance: Achieved 500 signups in just 2 weeks, with digital engagement rates exceeding expectations by 200%.
PacificLight x KrisFlyer Campaign
Professional Experience
Strategic contributions to leading global brands and high-growth startups across Fintech, AdTech, and Creative Production sectors.
Agency (Singapore)
AI-Bigdata Fintech
Creative Production
Fintech (Vietnam)
BRAND EXPERIENCE
