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.
• I work with the product team in an agile sprint structures, with the founders, engineers to ensure that user insights are translated into tangible solutions, and delivering digital mockups, interactive prototypes to assist engineers in creating the solutions that we envision.
• I work with the product team in an agile sprint structures, with the founders, engineers to ensure that user insights are translated into tangible solutions, and delivering digital mockups, interactive prototypes to assist engineers in creating the solutions that we envision.
• Support new incoming designers by onboarding, assigning issues to solve, conducting check in's with designers to ensure task on hand is manageable.
• 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
