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
(Freelance), Hong Kong / 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
DESIGN DIRECTOR
Greater China Feminine Care
Procter & Gamble, China
2018 - 2022
Defined the creative vision for 9 brands, shaping packaging, campaigns, and product storytelling across the portfolio. Led launches that transformed consumer insights into cohesive brand experiences, strengthening relevance and expanding category influence
PRINCIPLE DESIGNER
Greater China Total Hair Care
Visual Merchandising
Procter & Gamble, China
2017 - 2018
Directed design transformation for the total hair care category across retail environments, from mass to specialty channels. Created merchandising systems and immersive shopper experiences that elevated the aisle and redefined engagement for both P&G and competitor brands at scale
PRINCIPLE DESIGNER
Greater China Head & Shoulders
Procter & Gamble, China
2016 - 2018
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
SENIOR DESIGN MANAGER
Global Rejoice Franchise
Procter & Gamble, China
2015 - 2016
Repositioned Rejoice with a refined identity and global portfolio strategy. Directed rollout across multiple markets, ensuring cohesive brand expression from packaging to campaign storytelling
DESIGN manager
Greater China Total Hair Care
Visual Merchandising
Procter & Gamble, China
2011 - 2015
Created visual merchandising for branded and cross-brand campaigns to engagement. Designed impactful activations that connected shoppers with products and built the foundation for later category-wide transformation
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
