DESIGN WORKS
2019-PRESENT
Hi
I’ve collaborated with brands likeJUNOCO,ONDO,FIRSTPERSON, and TENCENT, as well as boutique coffee shops and independent designer brands, crafting designs that stand out and resonate.
They approached Mucho to help tell this unique story to the world. Established over 40 years ago, and the largest cashmere company in Mongolia they wanted to reposition themselves, and appeal more to the US, european and global marketplace as a leader within the cashmere and fashion industry.
Responsible for:
ULTRADERP 2024 CREDIT: MUCHO
BRAND IDENTITY
Ultraderp is an ultralight, packable dog leash that weighs as much as a single AA battery. It can be worn on the dog’s collar and deployed whenever needed simply by pulling the pink tongue ‘U.’
Ultraderp excels in situations like running and hiking when you only need a leash sometimes. Because it’s so lightweight, it’s also great for walks, parks, breweries, and anywhere else you might find yourself with your pup.
A kickstarter campaign has launched today to help bring this fantastic fun idea to life. Please help us help make Ultraderp ‘A leash to wag home about!’
Responsible for:
This project aims to raise awareness about social media addiction in modern society through compelling visual communication and to propose actionable design solutions to address the issue.
[Concept]
Through my research, I discovered that people’s dependency on smartphones has become akin to a daily supplement, almost like a “second vitamin.” This insight inspired a design concept centered around the shape of a pill, symbolizing this dependency. The social media icons embedded within the pill highlight the pervasive reliance on mobile devices in daily life.
To further support this concept, I designed an application offering practical solutions to help users mitigate social media addiction. The project seeks to shed light on the serious implications of social media dependence and encourage individuals to pause and reconsider their relationship with the digital world.
Responsible for:
Awards:
IDA Design Awards
Creative Communication Awards
Communication Arts Design Competition
Junoco, a beauty brand founded by individuals of Asian descent, is committed to creating meaningful products that celebrate individuality. The #ToBeHuman event was designed to encourage people to embrace and appreciate the natural aspects of humanity—freckles, wrinkles, pimples, scars, and every texture of our skin—all of which represent the unique beauty of being human.
[Concept]
The core of #ToBeHuman lies in celebrating authenticity. During the model photoshoot, we prioritized showcasing genuine skin conditions through unfiltered lenses, challenging societal norms around "imperfections." This initiative aimed to help individuals move beyond discomfort with these labels and embrace a journey of self-acceptance, fostering positivity and confidence.
The event was held on Hayes Street in San Francisco and attracted over 300 participants. Influencers and brand planners engaged with attendees and amplified the campaign on social media, furthering the reach and impact of the #ToBeHuman message. The event not only strengthened the community along Hayes Street but also sparked a broader dialogue about redefining beauty.
The campaign posters highlighted the diverse and "non-traditional" beauty of real models, celebrating an array of skin tones, textures, shapes, and sizes. These visuals aimed to inspire the community to reconsider the meaning of true beauty and embrace inclusivity and authenticity.
Responsible for:
Awards:
IDA Design Awards
indigo design award
KASHA M, founded by a visionary female designer, celebrates women’s independence and authentic beauty. Inspired by Dante’s Divine Comedy, "KHASHA" represents female strength, while "M" refers to Mafdet, the Egyptian cat goddess. The goal was to create a brand identity and photography style that embodies boldness, confidence, and individuality while addressing the challenges of a fast-paced social media landscape.
[Outcome]
The design featured a minimalist sans-serif font paired with a custom angular typeface, complemented by a dark red palette symbolizing maturity and strength. I developed social media-friendly templates for easy customization and provided a web design solution to support the brand’s e-commerce expansion. The result is a cohesive identity that highlights KASHA M’s bold, independent character and aligns with its founder’s vision.
Responsible for:
Awards:
IDA Design Awards
Indigo Design Awards
Muse Design Awards
The design draws inspiration from the bookstore's name, Man is a thinking reed. By studying the form of the reed, custom Chinese and English typefaces were developed, embodying the "reed spirit" in both the overarching concept and intricate details.
In the aftermath of the pandemic, many bookstores and small businesses faced significant challenges. The visual upgrade for Pascal Bookstore not only revitalizes the store's identity but also symbolizes the resilience of independent bookstores, offering a mental refuge and gathering place for the community.
[Outcome]
I created a cohesive visual identity for Pascal Bookstore, including a logo, typefaces, and signage inspired by the symbolic "reed" to represent its untamed vitality. Despite challenges posed by distance and time, the new visual system was successfully developed through continuous online collaboration. The refreshed design breathes new life into the bookstore, attracting like-minded individuals and fostering meaningful connections within the independent bookstore community.
Responsible for:
Awards:
Spark Design Awards
The goal of the project was to create a warm, handmade, and welcomingbrand image for coffee shop located in various communitiesthrough visual language.
[Concept]
I researched the branding and finalized the details through videoconferencing, and the LOUD and circular patterns were inspired by thestreet names of the neighborhoods where each coffee shop waslocated. The hope was that the warm, bright color palette wouldshowcase the store’s warm and welcoming feel. At the same time, thegeometry of the circles was used to explore more possibilitiesand bring interest to the brand.
Responsible for:
From Business to Buttons (FBTB) 2022, held in Stockholm, Sweden,is Scandinavia’s premier User Experience and Service Design conference.The theme the conference isthe future of human-centered design, aswell as the relationship between design, innovation, and technologyand how we can make it work here, now, and tomorrow.
[Concept]
I researched the city and theme where the conference was to beheld. This helped me to develop a design strategy and gave me inspirationfor the design. The theme of the conference made me choose blue asthe base color for design, yellow (like a ray of light) for technology,and orange to represent the future. [No quotes needed for these threewords] The neon gradient background represents these three colorsblending, interconnecting, and enhancing one another. The choiceof bionic arms provides a sense of conflict and points to the question,“Why do you always feel like you’re one step behind?”
Responsible for:
A brand strategy tailored specifically for the niche Latin community, Clandestino is a celebration of cultural vibrancy and identity. Drawing inspiration from the elegant fans held by female dancers, the brand reflects the grace, passion, and tradition deeply rooted in Latin heritage. The bold and dynamic use of colors conveys the warmth, energy, and liveliness that define the Latin spirit. Every element, from its visual storytelling to its emotional resonance, has been thoughtfully crafted to embody the rich cultural atmosphere and create a powerful connection with its audience. Clandestino is more than a brand—it is an homage to the authenticity and beauty of Latin culture.
Responsible for:
The goal of this project is to provide an engaging redesign of Bang & Olufsen's CSR (Corporate Social Responsibility) materials. By leveraging data visualization, photography, typography, and color, the design aims to present information in a visually compelling and accessible way.
[Concept]
Bang & Olufsen's commitment to design excellence and sustainable innovation serves as the foundation for this project. Line elements are integrated throughout the book, reflecting the brand's classic collections and philosophy. A harmonious pairing of elegant serif and sans-serif fonts evokes a sense of modern sophistication, while the updated system and color palette extend and reinforce the brand's identity.
Responsible for: