With a decade-long career spanning major global creative hubs, I specialise in crafting impactful visual experiences across different industries. Through a culturally diverse lens, I shape comprehensive brand strategies/designs for FMCG brands, elevate corporate communications, and breathe life into startups through compelling visual narratives.

My diverse portfolio reflects a variety of projects, please drop me an email for relevant project showcases

Expertise.

Visual/Brand Identity

Packaging system + schematic 

Brand guideline + Toolkit

Digital interactions + interface

Creative communication/campaign 

Art direction in Materials & Photography 

Editorial design, Illustration & Iconography  

Work history.

Ultralight - Manchester

WHAM Brand - London

NiCE - Singapore

Jones Knowles Ritchie - Shanghai

Cowan - Ho Chi Minh City

Clients.

Coca-Cola, Mars, P&G, Unilever, AB inBev, Three Telecom, Watson...

Mealmate, Digital product branding

CHARACTER DESIGN         BRAND IDENTITY 

Play Together, a play initiative platform

BRAND IDENTITY         SERVICE DESIGN 

WWF x M&C Saatchi, an experiential project

CAMPAIGN IDEATION         VISUAL IDENTITY         BRAND COMMUNICATION 

Waterside Estate, Up-scale property branding

BRAND IDENTITY & EDITORIAL DESIGN         ENVIRONMENTAL GRAPHICS         

Empathy in Design, research project

EDITORIAL          INFORMATION DESIGN         

BRAND WORLD & PACKAGING

Dove/Galaxy Chocolate, customised gift collections

PACKAGING SYSTEM          BRAND WORLD          ILLUSTRATION         

Stella Artois, New Year Celebration

LIMITED EDITION PACKAGING          ART DIRECTION         

Pepsi, Campaign

BRAND COMMUNICATION          CAMPAIGN IDEATION         

Non-Alcoholic drinks branding

VISUAL IDENTITY          BRAND COMMUNICATION         

Hi! For any collaboration and work, feel free to reach out to my email: yuen.luu@icloud.com

+44 (0) 7542090218  |  LONDON, UK