I was tasked with developing a creative campaign to drive awareness of the new ASUS range available through Westcoast, using a ‘lights-on’ approach to engage resellers. My focus was on promoting the Gaming and Notebook ranges, while clearly communicating the overarching message: there’s something for everyone with ASUS and Westcoast.

The objective was to build on the existing proposition, where customers seek greater visibility for their users while maintaining seamless security. The goal was to ensure a consistent user experience and security framework, regardless of location.

I developed an integrated creative solution to elevate the visibility of the ‘Always On’ event. This included a suite of visual imagery designed to support and communicate the event’s three core pillars: Connect, Protect, and Enable.

As part of their 2022 Thought Leadership initiative, Dynabook UK developed an insight-driven Industries Hub.

I was brought in to expand the original campaign by creating a third vertical focused on Education, which was divided into two distinct audiences: Schools and Higher/Further Education (HEFE).

To visually distinguish and promote the new Education vertical, I applied Dynabook’s brand colours, dynamic image cropping, and introduced chevron graphics to create a sense of movement and direction. By selecting imagery that highlighted lecturers and the supportive role teachers play in the classroom, I was able to craft a visual narrative that underscored Dynabook’s commitment to empowering both educators and students.

I was responsible for leading and managing all digital and graphic production for the high-profile sales launch event of the Lincoln Square development at the Mandarin Oriental Hotel in Hong Kong. This included overseeing a multidisciplinary team of designers, developers, and production partners to ensure seamless execution under tight deadlines and high expectations.

Beyond the Lincoln Square event, I directed the creative production of brochures, interactive model apps, lightbox graphics, event props, and digital marketing assets for over 80 international property projects within a 12-month period. These included major London developments such as Embassy Gardens, London City Island, Riverscape, and Wardian—each requiring tailored creative strategies and consistent brand storytelling.

My leadership extended internationally, where I was frequently deployed to cities including Doha, Dubai, Istanbul, Muscat, and Riyadh. There, I took charge of coordinating and mentoring local event teams, aligning them with global brand standards while adapting to regional market needs. My role demanded not only creative direction but also logistical planning, cultural sensitivity, and the ability to inspire high performance across diverse teams.