Souvenir Design for Engagement

Tactile Design | Brand Experience | Festive Moments

The Opportunity
This project aimed to enhance engagement by producing a series of memorable souvenirs. The goal was to create items that not only served as keepsakes but also facilitated emotional connections with the university. This scalable project included various promotional materials such as screen-cleaning cloths, pens, paper clips, t-shirts, bookmarks, and tote bags.

My Role
I provided branding insights and collaborated closely with team members from marketing, admissions, and alumni, who contributed valuable market research and logistical support.

The Result
All released promotional souvenirs distributed to audiences transformed recipients into presenters, indirectly promoting campus events on social media once they followed the university's accounts and shared event photos. This initiative fostered emotional connections with the target audience and increased brand visibility, as recipients kept and used the souvenirs, extending brand visibility into libraries and homes.

Festive Moments: Physical & Digital

Created for CUHK Medicine & Lingnan Registry

Outreach Kit for Prospective Students

Cross-Channel Engagement | Booth Design | Promotion & Collateral

The Opportunity

With increasing competition for top students, universities must stand out at school fairs, exhibitions, and open days—where attention spans are short and choices are plentiful. There was a need to create a cohesive outreach kit that could effectively engage prospective students from local, mainland, and overseas. The previous materials yet to be polished with a unified brand experience, presenting an opportunity for an impactful approach.

My Role
I designed the full kit and coordinated booth integration, print production, and giveaway curation.

The Solution
I created a modular outreach kit that delivered a memorable brand impression and sparked meaningful conversations. The suite included:

• Strong Brand Identity: A vibrant color palette and youthful typography tailored to resonate with the target audience, based on market research.

• Refined Brochure: Transitioned from flyer formats to a folded brochure, enhancing mobility and making it easier for representatives and recipients to carry.

• Versatile Banners and Booth Promotion Assets: Designed with materials that are easy to pack and install, and suitable for reuse.

• As a distribution point for branded souvenirs and the promotion of digital platforms (e.g., metaverse, website, social media accounts).

The Result
The outreach kit was deployed at numerous events across Hong Kong, significantly increasing engagement and capturing qualified leads. It was adopted as the standard recruitment package for various outreach efforts.

The Refined Brochure

Event Moments: Promotion & Collateral

Created for Lingnan Registry

Identity System and Premium Touch-points

Brand Strategy | Collectible Publications | Year-Round Engagement

The Opportunity
There was a desire among leadership, alumni, and students to strengthen engagement. An identity system and premium touch-points were then created to unify the community, celebrate achievements, and leave a lasting impression on stakeholders.

My Role
I focused on the visual identity and created digital and print assets that brought the brand to life from fresh angles.

The Solution
Anchored by collectible annual reviews and themed booklets—as strategic gifts designed to deepen engagement across audiences.

Collectible Annual Reviews:

• Designed a series of limited-edition, premium annual reviews: purposefully crafted hundred-page publications that enhanced the traditional review.

• Blended storytelling, photo-editing, and data visualization to highlight academic achievements, faculty innovation, and
  community impact.

• Used tactile finishes, and hand-numbered editions for important stakeholders as gifts.

Themed Engagement Booklets:

• Each edition featured a unique visual theme while adhering to the core brand system.

• Used as gifts for important stakeholders, visiting dignitaries, and conversation starters at meetings.

Integrated Brand Ecosystem:

Built a unified visual language—color palette, custom typography, and image style—that flowed from the booklets into:

• Festive seasonal greeting cards for physical mailing

• Social media templates

• Event signage

• Digital extensions: WhatsApp sticker packs, etc.

The Result
Recipients shared that they appreciated having these items and expressed interest in receiving more. The initiative also improved brand consistency.

Read Online:

• https://www.med.cuhk.edu.hk/about-us/overview/publication/covid-19-publication

• https://apps.med.cuhk.edu.hk/Faculty-Highlights-2021

Digital Brand Experiences

Website & UI/UX | Metaverse Strategy | Multi-media

This section highlights selected projects related to UI/UX design, website revamps, metaverse, social media, and other digital platforms.

Collaborating with institutions such as The Chinese University of Hong Kong, Lingnan University, and The Hong Kong Polytechnic University, I have a proven track record in designing and updating over 11 mini-websites and participating in content-rich website revamps for universities. Besides, my role involved coordinating metaverse content, EDM creation, video editing, and providing UI/UX interface advice alongside brand identity guidelines.

In addition to hands-on digital design experience, I worked closely with various internal teams and vendors, including website agencies and virtual environment developers, to ensure cohesive project delivery.

More:

• https://www.ln.edu.hk/admissions/ug

• https://www.med.cuhk.edu.hk/networks

• https://www.facebook.com/CUHKMedicine

• https://www.instagram.com/lingnanug

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