Chenwei Fang

Led the development of a comprehensive brand guideline for an AI-driven analytics platform, defining visual identity standards across typography, colour systems, iconography, and UI components to ensure consistency across all touchpoints. Spearheaded a full UI revamp of the company's core analytics product, redesigning key dashboards and data-heavy interfaces to improve clarity, usability, and visual hierarchy for end users. Worked closely with founders and developers in a fast-paced startup environment, translating complex data structures into intuitive, scalable design systems. Collaborated remotely with an international team, balancing async communication with hands-on design execution from concept to implementation-ready handover files.

Developed customer-facing visual assets for a Japanese F&B brand entering European markets, translating market research and customer feedback into clearer, more compelling designs that contributed to a 30% increase in sales revenue. Worked directly with the Japan headquarters to understand brand heritage and cultural positioning, then adapted visual storytelling to resonate with European audiences without losing the brand's authentic identity. Designed and delivered localised marketing campaigns across multiple channels, ensuring visual consistency between print, digital, and in-store materials. Balanced cross-cultural communication and tight production timelines while maintaining high design quality across all deliverables.

Led the visual rebrand of a WWII-era underground bunker, transforming it into an engaging cultural heritage site through a cohesive new visual identity and wayfinding system. The rebrand directly contributed to a 60% increase in weekend attendance, growing visitor numbers to over 6,000, and helped raise total annual visits to more than 10,000. Designed and produced over 30 signage and map assets, significantly improving on-site navigation and accessibility for visitors of varying mobility and language backgrounds. Worked closely with heritage preservation stakeholders to balance historical authenticity with modern, accessible design standards, ensuring the site's story remained engaging for a broad public audience.