At Flexii, I led creative direction across
brand, product, and marketing.
brand, product, and marketing.
As the team’s lead designer for over a year, I:
• Oversaw app and web design across B2B, B2C, and backend platforms, aligning product experience with brand mission and visual identity.
• Designed social media content, film reels, app store visuals, and in-app banners. Managed Meta ad channels, tracking performance and optimising campaigns for better ROI.
• Directed two brand refreshes:
1. Improved logo and built Flexii’s first brand guide to establish consistency.
2. Developed a regional brand system for Singapore, Taiwan, and Hong Kong, introducing Traditional Chinese typefaces, a UI-centric colour palette, tone of voice, and illustration guidelines.
• Created the brand mascot “Chixii” by extending the chick logo into a whimsical mascot system that brought personality into UI elements and marketing campaigns.
Visual Identity Design
