Hi, I'm Edward — I design enterprise digital products and the design systems behind them, from requirements through to launch. Most recently on Telstra's B2B platforms (Australia's largest telco), and before that leading product design in Hong Kong and directing digital work at TBWA\. I care about the unglamorous parts: edge cases, error states and accessibility.
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 co-designed TEDUI with a fellow designer: a scalable set of enterprise-grade components for flagship B2B platforms, without fracturing the core Telstra brand language.
Senior UX/UI Designer (Lead)
Leading the end-to-end design for internal digital products within one of Hong Kong's largest property conglomerates. As the sole in-house designer, I coordinated closely with both in-house and external development teams, managing production timelines and estimates while 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, Petabowl · Art Director (Freelance), BBDO
As Co-Founder of Petabowl, I led the brand end to end — logo, packaging, leaflets and social content — art directing product photography and managing the vendor who built the site. Alongside that, I took on freelance art direction at BBDO, delivering digital brand work for agency clients.
Digital Art Director
Developing disruption-led digital campaigns and interactive experiences for global brands like Lee Jeans China. Working agency-side gave me first-hand insight into vendor workflows and client delivery expectations. 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.
Art Director
Producing digital campaigns and brand identities for Nestlé, Garnier and Citibank, translating global brand guidelines into localised digital executions for the Hong Kong market. Earlier, establishing a foundation in interactive design across diverse web and mobile projects.
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 & AI-Augmented Workflows — Architecting a custom, high-performance frontend.
Result — A seamless, developer-aligned build that bridges the gap between design and production.