Design Lead
Product Designer
Art Director
Design Strategy
UX Research
UI Design
Design System
Branding
Establish a distinctive brand identity for a new on-demand storage service in Hong Kong’s crowded and traditional mini-storage market. Overcome public skepticism toward an unfamiliar “valet” concept and create a strong, memorable impression that positions Boxful as the simple, modern, and trustworthy solution to the city’s chronic space crunch.
Rooted in the idea that storage should be effortless, I designed a bold yet clean visual system. Vibrant colors paired with crisp typography and minimal lines communicate simplicity and approachability while standing out in a crowded market.
The website served as the foundation for meaningful customer relationships. It educated visitors on our services, showcased facilities, and handled the full order journey. As the business lifeline, I ensured the responsive experience was intuitive across devices, turning curious browsers into loyal users.
Whether shot in a studio by a professional photographer or snapped by a staff member on a iPhone 7, it is my job to ensure that anything we use conforms to the brand identity.
Whether captured in a professional studio or snapped on an iPhone by the team, every image needed to feel consistent with the brand. Under my art direction, we maintained a cohesive aesthetic—bright, clean, and human—that reinforced Boxful’s approachable personality across all materials.
Whether shot in a studio by a professional photographer or snapped by a staff member on a iPhone 7, it is my job to ensure that anything we use conforms to the brand identity.
Whether shot in a studio by a professional photographer or snapped by a staff member on a iPhone 7, it is my job to ensure that anything we use conforms to the brand identity.
Our target—busy professionals with disposable income living in confined spaces—spends significant time commuting. As they travel to and from work, their crowded living conditions are still fresh in mind. We therefore allocated a major portion of our marketing budget to high-impact placements in MTR stations and bus stops across key residential and work areas, delivering repeated exposure precisely when the message would resonate most.
In the early days working at the start-up, I had to wear many hats as the lone creative. Here are a few examples of my forays into illustration, animation, and video editing that were used for social media.
In the early startup days, I wore multiple hats as the sole creative. I handled illustration, animation, and video editing to produce engaging GIFs and short videos for social channels—helping humanize the brand and drive community interaction.
