Agency or in-house
A
Brand Refresh - Kindeva (for Ramarketing agency)
Role: Lead Creative – Concept & Visuals
Overview: Refreshed the visual identity for Kindeva to strengthen its presence in the global market.
Big Idea: “Tomorrow’s Taking Shape” – a clean, professional, yet approachable visual language.
Execution: Brand system review, subtle colour palette update, marketing collateral, digital assets.
Outcome: Cohesive updated brand ready for finalisation; elevated perception in competitive life sciences sector.
B
Sales Kick-Off 2024 – Vancouver – Turnitin
Role: Lead Creative – Concept & Visuals
Overview: Delivered creative for a large-scale internal sales event.
Big Idea: “Adapt. Evolve. Thrive.” – dynamic visuals to energise and unite the team.
Execution: Stage design, presentations, event graphics, motion content.
Outcome: Strong team engagement; reinforced consistent, high-quality internal brand experience.
C
Sales Kick Off 2025 - Lisbon – Turnitin
Role: Lead Creative – Concept & Visuals
Overview: Designed and executed a global sales event to motivate and align teams.
Big Idea: “Elevate” – teamwork, growth, and ambition expressed visually.
Execution: Presentations, motion graphics, stage backdrop visuals, recap video.
Outcome: Positive leadership feedback; set precedent for high-impact visual storytelling internally.
D
Colleague photoshoots
Role: Creative Lead & Art Direction
Overview: Directed on-brand employee photography for internal and marketing use.
Big Idea: “Faces of the Brand” – approachable, authentic visual style.
Execution: Photoshoots, styling, lighting, on-set direction, post-production edits.
Outcome: Strengthened visual identity; improved internal and external engagement.
E
AI vs. Art Direction:
Role: Lead Creative – Strategy & Concept
Overview: Explored how AI can support creative work when guided by art direction.
Big Idea: “Human + Machine” – human-led AI prompts re-creating iconic fashion campaigns as accurately as possible (Rather than simply making creative prompts that look good).
Execution: Mockups, motion experiments, LI social posts demonstrating AI-human collaboration under the guise of “Señor Creative”.
Outcome: Showcased thought leadership; clarified AI’s limitations/possibilities in creative workflows.
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F
Logo Animation & Motion System
Role: Lead Creative – Concept & Motion Oversight
Overview: Built a dynamic motion system to bring the brand to life.
Big Idea: “Living Logo” – adaptable animations for digital, presentations, and video.
Execution: Motion graphics for video intros/outros and titles, social clips, interactive presentations.
Outcome: Adopted across campaigns; enhanced digital brand perception.
G
Clarity – New Product Launch Pitch
Role: Lead Creative – Concept & Visuals
Overview: Developed concept and visuals as a new product pitch concept
Big Idea: “Clarity in Complexity” – make technical product benefits instantly understandable.
Execution: Pitch deck, concept boards, product illustrations, supporting digital assets.
Outcome: Strong engagement; visuals helped secure positive feedback and alignment.
H
Grading Made Easier - US print campaign
Role: Concept & Creative Execution
Overview: Promoted software updates to US higher education through print campaign.
Big Idea: “Grading Made Easier” – clean, clear layouts highlighting product benefits as a snapshot.
Execution: Print ads, conference materials, posters, digital adaptations for social/email.
Outcome: Increased faculty engagement at events; reinforced clarity-focused messaging.
I
On Campus - Hosted events - Turnitin
Role: Concept & Creative Execution
Overview: Created immersive campus experiences for students and faculty.
Big Idea: “Turnitin On-Campus” – hands-on, memorable events with strong visual identity.
Execution: Event branding, signage, merchandise, social graphics.
Outcome: Higher brand awareness and engagement; seamless physical-digital integration.
J
Product update concept - ExamSoft
Role: Lead Creative – Concept & Visuals
Overview: Concepted visuals to communicate brand awareness to current and future customers.
Big Idea: “Assured assessment in the age of AI” – Conceptualise a reassurance in the product in the new era of AI
Execution: Email banners, social, microsite visuals, eBook, conference materials.
Outcome: Increased adoption webinar engagement; sales teams reported stronger faculty conversations.