Welcome
Great to have you here—I’m Candy
I’m a Senior Creative Director with 18 years of experience across fine jewellery, FMCG, and spirits
Design has been my lifelong passion, and I thrive on collaborating with and leading teams across disciplines to bring ideas to life. This website is a curated selection of that work—projects shaped by artistry, modernity, insights, and the brilliance of many minds working together
Career Milestones
Senior business & brand strategist
NiCE LTD, Japan
2025 - present
Partnering with brands to define positioning, align creative vision with business goals, and craft strategies that resonate. Blending insight, storytelling, and design expertise to deliver purposeful, consumer-driven brand growth
HEAD OF ASIA DESIGN STUDIO
Pernod Ricard, Hong Kong
2022 - 2023
Established and led a multidisciplinary design studio, with a scope covering 13 countries in Asia Pacific. Directed the launch of The Chuan and guided creative strategies for global icons including The Glenlivet, Absolut, and Ballantine’s, blending vision with bold execution
Creative DIRECTOR
Greater China Feminine Care
Procter & Gamble, China
2011 - 2022
Defined the creative vision for a 9-brand portfolio, including global icons Whisper and Always, across packaging re-stages, product launches and eCommerce designs per business goals
PRINCIPLE DESIGNER
Greater China Total Hair Care
Visual Merchandising
Procter & Gamble, China
Led the redesign of 2,000+ stores’ permanent hair care zones, from concept development to flawless execution at mass production. Creative and art directed pop-up stores and limited-editions campaigns, covering packaging, retail experience and gifting programs
PRINCIPLE DESIGNER
Greater China Head & Shoulders
Procter & Gamble, China
Led the transformation of Head & Shoulders, redefining identity across packaging, retail, and digital platforms. Crafted compelling narratives that deepened relevance and broadened appeal among consumers
DESIGN MANAGER
Global Rejoice Franchise
Procter & Gamble, China
Repositioned Rejoice with a refined identity and global portfolio strategy. Directed rollout across multiple markets, ensuring cohesive brand expression from packaging to campaign storytelling
SENIOR DESIGNER
John Hardy, Hong Kong
2010 - 2011
Managed the in-house creative studio, defining the application principles of global marketing campaigns. Developed iconic campaign imagery for both John Hardy’s main line and its bespoke collection, Cinta
DESIGNER
TM&N, Hong Kong
2008 - 2010
Developed distinctive visual identities for luxury packaging and high-end consumer goods. Crafted designs that embodied sophistication and market aspiration
Graphic designer & Pre-press artist
SCA, Canada
2005 - 2008
Specialized in print design and production, mastering both technical precision and creative execution. Built a strong foundation in bringing brand stories to life through detail-driven craftsmanship
My Work
Click into each case study to discover how ideas became brands, experiences, and lasting impressions
