As Design Lead at BHF, I drove a wide spectrum
of creative initiatives, spanning branding, photography, DPR (Digital Product Replacement), UX/UI, logo design, storyboarding, and
multi-channel marketing materials.
3D visualisation was also a core pillar of our product development and design process.
MY CONTRIBUTION:
CONCEPT | DESIGN | GRAPHIC DESIGN | 3D VISUALIZATION
PHOTOGRAPHY | UX/UI | DPR
PACKAGE DESIGN
Explore a selection of packaging designs for Wall POPS! Peel + Stick. Under my direction, the product line expanded from foundational blocks, dots, and stripes into dynamic new categories, including DIY baby room borders, whiteboard surfaces, maps, and window clings.
GRAPHIC DESIGN
As Design Lead on the Marketing team, I directed all print materials for product lines and major launches.
My scope ranged from establishing the overarching design direction and art directing product photography to designing brochures and POS posters through final print production. By partnering closely with high-level stakeholders, including the e-Commerce and Digital Marketing Director, Brand Manager, and CMO, from day one, we ensured alignment, efficiency, and strong cross-functional support.
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DPR: BEFORE + AFTER
DISPLAYS & POINT-OF-PURCHASE
Given the unique dimensions and nature of our products, designing creative, compelling, and cost-effective displays was always a unique challenge. My formula for success relied on a structured, step-by-step process:
(1) Sketch initial concepts to secure management buy-in (2) Build color palettes and mood boards for graphics
(3) Develop 3D structural renderings (4) Create and test prototype samples (5) Produce fully dressed, high-fidelity samples for final management review.
By following this disciplined approach, expectations were seamlessly managed with zero surprises and minimal revisions.
