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My Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
Event Experiences
Great event experiences do more than showcase products—they shape perception, spark emotion and bring communities together. My approach combines commercial objectives with immersive storytelling, creating environments that engage audiences while strengthening brand identity. Every B2B and B2C experience is designed to challenge expectations of the Mighty Jaxx brand and deepen connections with fans, collectors and partners.
SGCC 2024 marked a turning point by reimagining a large retail footprint into immersive IP-led zones, balancing commerce with storytelling to create a more engaging visitor journey. Building on that momentum, ATMOS 2025 repositioned Mighty Jaxx alongside global lifestyle brands such as Puma and Nike. Through creative direction and spatial design, the booth presented Mighty Jaxx not simply as a collectibles company, but as a design-led lifestyle brand with growing cultural relevance.
SGCC 2024 marked a turning point by reimagining a large retail footprint into immersive IP-led zones, balancing commerce with storytelling to create a more engaging visitor journey. Building on that momentum, ATMOS 2025 repositioned Mighty Jaxx alongside global lifestyle brands such as Puma and Nike. Through creative direction and spatial design, the booth presented Mighty Jaxx not simply as a collectibles company, but as a design-led lifestyle brand with growing cultural relevance.
Retail Experiences
To be seen is to be relevant. Every retail environment is shaped by its audience, culture and context. My approach to retail experience design is to create spaces that balance global brand consistency with local relevance — adapting each experience to different markets, audiences and intellectual properties while preserving a cohesive brand identity.
I had defined the creative vision to create immersive retail environments for the Mighty Jaxx × Mandai Singapore collaboration that extended the Exploria attraction into the shopping journey, to designing Konvy Thailand's experiential displays that celebrated collectible IPs for a young female audience, each project was tailored to its unique commercial and cultural context. For MINISO, the focus shifted towards developing a scalable visual merchandising language that could be consistently applied across multiple regions while remaining flexible enough to accommodate local market needs. Across every project, the goal was the same: to transform retail spaces into memorable brand experiences that strengthen engagement, drive discovery and build lasting brand recognition.
I had defined the creative vision to create immersive retail environments for the Mighty Jaxx × Mandai Singapore collaboration that extended the Exploria attraction into the shopping journey, to designing Konvy Thailand's experiential displays that celebrated collectible IPs for a young female audience, each project was tailored to its unique commercial and cultural context. For MINISO, the focus shifted towards developing a scalable visual merchandising language that could be consistently applied across multiple regions while remaining flexible enough to accommodate local market needs. Across every project, the goal was the same: to transform retail spaces into memorable brand experiences that strengthen engagement, drive discovery and build lasting brand recognition.
Pop-up Experiences
My approach to pop-up design explores how spatial experiences can disrupt familiar patterns of retail interaction. Each project becomes an opportunity to challenge how visitors move, discover, and engage within a space, transforming passive browsing into something more immersive and memorable.
This exploration began with the Taipei SKM pop-up, designed as a strategic bridge between the MJ brand’s digital and physical presence. It later evolved into MJ x Artisynx, a container-concept installation located in the heart of Singapore’s busiest shopping district. Built around the idea of a “Carnival of Surprises,” the experience translated the tactile excitement of opening a mystery toy into a disruptive large-scale retail environment shaped by discovery, anticipation, and play.
This exploration began with the Taipei SKM pop-up, designed as a strategic bridge between the MJ brand’s digital and physical presence. It later evolved into MJ x Artisynx, a container-concept installation located in the heart of Singapore’s busiest shopping district. Built around the idea of a “Carnival of Surprises,” the experience translated the tactile excitement of opening a mystery toy into a disruptive large-scale retail environment shaped by discovery, anticipation, and play.
Digital Products
My design philosophy revolves around creating intuitive systems layered with moments of intentional discovery. Strong aesthetics and carefully crafted user flows are not simply visual decisions. They shape perception, spark curiosity, and create emotional connection.
This thinking continues to shape my work across digital experiences and storytelling. The MJ app and e-commerce platform streamline the thrill of collecting for dedicated enthusiasts.
The Stranger Things landing page used immersive storytelling to mirror the mystery and atmosphere of the event itself. Fanhype was built as a seamless platform empowering creators to crowdfund, connect with audiences, and celebrate their creativity freely.
This thinking continues to shape my work across digital experiences and storytelling. The MJ app and e-commerce platform streamline the thrill of collecting for dedicated enthusiasts.
The Stranger Things landing page used immersive storytelling to mirror the mystery and atmosphere of the event itself. Fanhype was built as a seamless platform empowering creators to crowdfund, connect with audiences, and celebrate their creativity freely.
Brand Identity
Identity is the anchor of recognition. It transforms what a brand sells into what a brand means — building familiarity, trust and lasting value. At Mighty Jaxx, I had led a multidisciplinary team to developed a portfolio of sub-brand identities, each crafted for a distinct audience while strengthening a cohesive brand ecosystem. Every identity was built from the product outward, grounded in audience insight and experience.
FanHype empowers emerging creators by turning community support into tangible products, enabling fans to participate in bringing new ideas to life. Premiumworked elevates craftsmanship into a premium brand experience, celebrating exceptional materials, meticulous execution and timeless design for discerning collectors. MJX reimagines brand collaboration as a creative platform, bringing together artists, IPs and partners to expand the possibilities of collectible culture.
FanHype empowers emerging creators by turning community support into tangible products, enabling fans to participate in bringing new ideas to life. Premiumworked elevates craftsmanship into a premium brand experience, celebrating exceptional materials, meticulous execution and timeless design for discerning collectors. MJX reimagines brand collaboration as a creative platform, bringing together artists, IPs and partners to expand the possibilities of collectible culture.
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