Case Study (Portfolio)
IKA Beauty: My "Test of Strength" in Brand Engineering.
I started IKA Beauty as a personal experiment to see how far I could go in an industry I knew nothing about. Stepping away from my usual creative role, I took on everything—from investing and managing the brand to building its entire strategy. I wanted to prove a point: that with the right mix of UI/UX logic and AI efficiency, you can "engineer" a successful brand in any sector, even beauty.
- Smart Operations: I didn't want a heavy team. Instead, I built a lean system using Google Workspace and AI agents to handle the "boring stuff," keeping overhead near zero while staying highly organized.
- One Shoot, One Year of Content: I treated production like a puzzle. By building a massive "BRAW database" from just one big shoot and using automated color grading, I created enough cinematic content to last a whole year. This meant my designer could work independently, and I was never the bottleneck.
-
Selling Without "Selling": My strategy was simple: stop chasing
people. I used vibe-driven visuals to spark curiosity, making sure the right
customers found us because they genuinely loved the aesthetic, not because they
were pushed.
The Result: It worked. I eventually handed over a fully self-sustaining business. Today, it runs smoothly with just one independent designer, fueled by organic referrals and a community of loyal customers.
My
Insight
In a world of automated replies, I went the opposite way. I used AI to help me
stay fast, but I kept the "human" touch in every message. People don't want to
talk to a bot; they want to feel heard.
AI is my best assistant—it fixes my errors and polishes my drafts—but it hasn't
quite figured out how to replicate a brand's soul yet. (Though, to be fair, it’s
much better at writing poems than I am.)
- Audience
- Focus
- Smart Ops, AI Automation, Brand Vibe
- 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; I 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
With a corporate giant like Savills, leaving the "artist ego" at the door is the
smart choice. There is no room for freestyling. Becoming part of their machinery is
the way to go.
This project wasn't about chasing a "WOW" from the crowd with fancy decorations.
It was about delivering a minimalist, results-driven
attendee experience. I decoded the C-level’s vision from day one,
translating heavy corporate legacy into a sharp visual system and a highly viable
execution plan. The real win was operational discipline - delivering exactly what
the business needed.
From this, my rule for high-level business events (30%+ C-level guests) is simple:
Drop the costly gimmicks and superficial glitz. I only need ONE strong visual focal
point. Maximize the space for networking, keep presentations clean, and focus on a
refined culinary experience.
Why? Because true luxury doesn't come from stage props. It emanates from the
tailored suits, the prestige of the venue, the substance of the content, and
impeccable hospitality.
- Audience
- C-Suite Executives, Major Corporations
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.
Brand VISUAL & VERBAL DIRECTION
Brand shape consistency creates an unmistakable presence, ensuring distinctiveness in a crowded market. However, the visual concept is more than just aesthetics; it is a strict minimalist philosophy, derived directly from the logo’s geometry to dictate a unified brand language.
Personal tech objects serve as the visual anchor, but they also define our Copywriting Tone. We speak the language of "digital natives" - those seeking pragmatic installment solutions. Our voice is as sleek, functional, and direct as the devices they hold.
I enforced a modern, authentic creative direction to reject the sterile artificiality of traditional banking. Staged, emotionless stock imagery and robotic corporate jargon are the antitheses of the brand I created. We don't just "show" differently; we "speak" differently - humanizing finance through the intersection of cutting-edge technology and real-life relatability.
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
Performance-Driven Motion Graphics
A curated vault of high-converting motion assets engineered for global campaigns across Tech, Fintech, FMCG, and Entertainment. My leadership is built on a brutal foundation of Fine Arts and hands-on technical mastery. I don’t just direct pipelines - I understand the mechanics of every keyframe.
Through years of directing campaigns, I've built a strict framework: Video motion must be treated exactly like a musical rhythm. It’s not about random effects. It’s about strategically layering 5 levels of motion to completely eliminate dead air and maintain relentless visual momentum.
Theory is nothing without execution. Watch my actual videos below to see this zero-static-space framework in action.
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
