Creative Director | Branding Strategist | Educator | Speaker | Extensive experiences in strategic product design, visionary brand strategy, and innovative retail experience design for leading global brands like Nike, Nokia, Vertu, Belkin, Verizon Wireless, and Cisco, as well as entrepreneurial start-ups. Successful track records in leading and building creative teams, managing client relationships, and working with vendors collaboratively.
Brand Strategy Design
Brand Identity Design
Art Center College of Design
Lead Faculty, Product Design & Branding | Faculty, Graduate ID | Advisor, Art Center Branding Atelier
Courses: Advanced Product Design, Branding Strategy, Transdisciplinary Design Studio, DesignStorms, DesignMatters, Brand Experience & Interaction Design, Advanced Packaging Design and Personal Branding.
Additional Responsibilities: Scholarship reviews, student performance reviews, career advice, curriculum reviews.
Sponsored Projects: Avery, Piaggio, Vespa, Aprilia, Moto Guzzi, Piaggio Commercial Vehicles, Nestle, Quiksilver, DC Shoes, Roxy, P&G, Gillette, Pantene, Hugo Boss, Lacoste, USGS, Jenny Craig, City of Pasadena
1/2009 - present
Creative Director | Chief Branding Strategist
Responsible for advanced concept designs and holistic branding strategy. Projects include branding strategy, product design, packaging design, user experience, interaction design, retail design and environmental design.
4/2005 - present
Lead Branding Strategist
Responsible for creating global brand strategy and branding standards encompassing brand identity, website, industrial design, interactive design, user experience, packaging, tradeshow, sales tools and marketing collaterals. Built and managed creative teams and collaborated with cross-functional departments. Played a pivotal role in Belkin's unprecedented 200%+ growth in less than four years.
7/2001 - 3/2005
Nokia Design Center | Vertu
Retail Branding Design Lead
Responsible for establishing and leading the Environmental | Retail Design and Branding; and creating a new international brand and retail program for Nokia. Lead a team of multidisciplinary designers to create cutting-edge international retail environments encompassing design vision, brand strategy, industrial design, architecture, space planning, interior design, interactive design, furniture, fixtures, multimedia, graphics, signage, and lighting. Collaborated with marketing, business development, merchandise, operation, project engineer, contractors and vendors in this international endeavor. Other project managing responsibilities include budget (multimillion dollars), timeline, resources, production, installation and operation.
1999 - 2000
Nike, Inc. (World Headquarter, Beaverton, Oregon)
Senior Lead Designer
Responsible for creating the Nike Store global program, and imaging the Nike brand to the international market. Lead a team of multidisciplinary designers and collaborate closely with other departments. Projects include all international Nike Stores (ex. Toronto, Melbourne, Berlin, etc.) and domestic Niketowns.
1996 - 1999
ViaDesign (Arcadia, California)
Managed product design projects from client interaction to conceptual design to development to production. Projects include consumer electronics, computer peripherals, and furniture.
1991 - 1996
Ciao Yie Caffe, Inc. (Pasadena, California)
Founder | Partner | Branding VP
Designed and created restaurant's theme, identity, logo, menu,
interior,signage, and uniform. Also, responsible for marketing and public relations.
1991 - 1996
IN Associates (Los Alamitos, California),
Designed and developed medical and consumer products from concept to
1990 - 1991
SG Hauser (Calabasas, California), Design Consultant
Responsible for conceptual design and development of Apple notebook computer project for the educational market.
UNISYS (Pasadena, California), System Programmer
Implemented, enhanced and managed the Pascal compiler project.
1982 - 1985
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Keynote, Microsoft Powerpoint, Microsoft Project, Microsoft Excel, Microsoft Word, Alias and SketchUp experience
English, Chinese Mandarin, Spanish, Shanghainese
Furnish upon request
Art Center College of Design
- B.S. Product Design, Industrial Design
- 1987 - 1989
University of Southern California
- B.S. Computer Science
- 1979 - 1982
King's College, Madrid, Spain
- British GCE GCE
- 1975 - 1978
2011 ROC MOE SPOSAD, Industrial Design, Judge & Guest Speaker
2010 ROC MOE SPOSAD, Industrial Design, Judge & Guest Speaker
2010 ROC MOE SPOSAD, Graphics Packaging, Judge & Guest Speaker