Hi, I'm Edward — bridging strategic thinking with refined visual craft. I specialize in building scalable design systems for complex enterprise environments. From leading the visual evolution of Telstra's flagship B2B platforms (Australia's largest telco) to directing creative at TBWA\ Hong Kong, I design purposeful experiences at scale.
Shaping the design language of Telstra's flagship B2B platform used by thousands of Australian businesses.
Designing intuitive wayfinding experiences across Telstra's consumer digital ecosystem.
Building a cohesive design system and visual identity for one of Hong Kong's leading construction firms.
Directing digital campaign experiences for Lee Jeans China — from WeChat H5 hubs to interactive OOH screens that inspire millennial urban creators.
Visual Designer
Contributing to the visual evolution of Australia's largest telecommunications provider. Telstra's primary design system, Able, was optimized for B2C consumer journeys — the enterprise space demanded far more robust, data-dense patterns. I audited the existing ecosystem and built TEDUI: a scalable set of enterprise-grade components for flagship B2B platforms, without fracturing the core Telstra brand language.
Senior UX UI Designer
Leading the end-to-end design for internal digital products within one of Hong Kong's largest property conglomerates. I focused on establishing cohesive design patterns and a unified visual identity for the CIA platform, streamlining complex construction management workflows into intuitive, user-centric mobile and web interfaces.
Co-Founder & Senior Art Director (Freelance)
Balancing entrepreneurial leadership with high-level digital craft. As Co-Founder of Petabowl, I led the end-to-end product strategy, visual identity, and e-commerce growth for a fresh pet food startup. Simultaneously, I provided Senior Art Direction at BBDO, delivering strategic digital brand experiences for global 4A's clients within a fast-paced agency environment.
Art Director
Developing disruption-led digital campaigns and interactive experiences for global brands like Lee Jeans China. I specialized in translating brand strategy into high-impact visual narratives across WeChat H5 hubs, interactive OOH, and integrated digital touchpoints for the Asian market.
Associate Art Director
Establishing a foundation in interactive design and digital solutions. I collaborated on diverse web and mobile projects, refining the core principles of visual communication, layout, and user interaction for digital-first products.
This portfolio is a living lab of my current design-to-code workflow. Moving beyond template builders, I've shifted to an AI-augmented process to maintain total creative autonomy:
Figma MCP & Skills — Bridging design tokens directly into the codebase.
Claude Code & Prompt Engineering — Architecting a custom, high-performance frontend.
Result — A seamless, developer-aligned build that bridges the gap between design and production.