The goal is to define the vision for the client and the brand. Sometimes it also helps to find out why a client has approached me to work on this project.
I often interview the client and the stakeholders with a set of questions designed for their project.
These questions help me to find out the following:
To make sure I have a solid understanding of the brand challenge with the information I gathered, I generally create these items:
Art direction is where I prototype a brand visual direction. This makes sure my vision for the brand matches my client, team, and the brand. To present an art direction, I generally create a mood board, including:
Design direction is where I actually start to design multiple directions of brand systems.
Depending on the brand’s nature, I may also include simple mockups of collateral items to test how this brand system may work in different scenarios. This may include:
After receiving feedback, I will refine the chosen design direction(s) to help the client and my team confirm the brand details.
Sometimes this step includes refining the logo mark to be able to display in all sizes. Sometimes I may refine the color systems.
Once refining the chosen direction is finished. I should have a well-crafted set of tools for this brand that I can use to create collateral items for the company.
The type of items depends I may expand on after the branding process depends on the nature of the brand. They may include the following:
Some of these items are so complex that they become their own project with its own process!
Co-founder and CEO, New York, US, 2016-Present.
Launched our music lifestyle product line. Managed, designed, and prototyped consultancy and internal projects.
Lecturer, New York, US, 2017 - Present
Developed class curriculum, taught design and interactive courses in MFA Design & Technology as well as BFA Integrated Design.
Freelance Creative Technologist, New York, US, 2015 - 2016
Launched and executed consultant and internal technology projects at the Crated (renamed as Loomia) for UX design, visual design, and rapid prototyping in fashion technology projects.
Freelance Art Director, New York, US, 2015 - 2016
Created art and design directions for branding and collateral projects. Prototyped and designed interaction projects.
Senior Designer, New York, US, 2010 - 2013
Directed designers in creating branding concepts and brainstorming initiatives. Designed brand systems as well as UX design in wireframe, prototyping, user flow in web sites, and mobile apps.
Graphic Design Intern, Baltimore, US, 2010
Helped award-winning designer, Abbott Miller on projects such as signage, publishing, and packaging design.
Master of Fine Arts
Design & Technology
New York, US, 2013 - 2015
Bachelor of Fine Arts
Baltimore, US, 2006 - 2010
Professional in Adobe Series: Photoshop, Lightroom, Illustrator, InDesign, XD, and Premier Pro, Audition, Bridge, Dreamweaver. Proficient in Adobe Dimension, Fusion 360.
Proficient in prototyping user experiences such as basic HTML, Processing, Physical Computing, Arduino Programing, Processing Programing.
Proficient in fabrication skills, dropping, sewing, 3D modeling, 3D printing, laser cutting, mold building, sewing, draping.
New York, US, May 2019
“These Three Designers Make Wearables That Measure the World Around You”, Feature Story
Paris, France, May 2018
LVMH Innovation Award Finalist
Grant, New York, US, 2020
Receiver of the 2020 Materials-Based Research Grant with two other partners. Our project focuses on creating textile that respond to environment change.
Member, New York, US, 2017-2019
One of the selected company and entrepreneur.
Residency, New York, US, 2016
Wearable tech designer in residency to bring creativity in workshops and creating interactive garments for Unilever’s creative space.
Technology Fellow, New York, US, 2016 - 2017
Research fellow on e-textile as a medium for human-computer interaction.
Research Fellowship, Boston, US, 2016
Design research to create wearable experiences for people with disabilities.