Context

In 2020, when the world suddenly cared about monitoring their own bodies, I was already building the brand for a company that let them do exactly that. Glutrac, by MedUnion Global (MUG), was developing a non-invasive continuous glucose monitoring device for diabetic patients. Its sister product, DynasynQ, added real-time temperature monitoring — suddenly, urgently relevant in a world taking temperatures at every doorway.

The technology was there. The product was real. What the brand completely lacked was any infrastructure to communicate it. I was hired as a fresh graduate. I became all of that.

The Challenge

Two audiences. Two languages. One person.

MedTech brands serving chronic illness patients face a particular communications problem: the audience is emotionally burdened. Clinical language creates distance. At the same time, Glutrac was pitching to investors at international trade shows like CES — an audience that needed credibility, precision, and global fluency.

What I Built

What This Showed

Context

China's designer toy market was at its absolute peak. Blind boxes were everywhere. Pop Mart had just gone public. Everyone was launching an IP. Most of them looked good. Almost none of them had anything to say.

Miro & Wujo had been hand-drawn by designer LiN since 2014. China's first couple IP of its kind. What it didn't have yet was a soul. That's where I came in.

The Problem I Solved

I found the answer in a feeling most young urban Chinese people knew but hadn't named: 不想长大. The refusal to grow up. That became the emotional core of everything.

What I Did

What This Demonstrated

Before the Strategy

From 2017 to 2022, I watched young people across different cities in China standing still at concerts — enjoying the music, but rarely moving. Bodies present, but too shy to dance. So I started moving first. Not to prove anything, but because responding to good music with your body is an instinct we are all born with.

Then I met Jiamin. She had never stopped dancing — not for an audience, not for an algorithm, not for anyone's approval. Simply for the joy of it. We weren't client and strategist. We were two versions of the same instinct. Two souls who had walked their own paths for years and arrived at the same conclusion: the body is the first territory of freedom.

The Mission

Five years of pandemic had compressed something into a collective state — not fully numb, but no longer free. What we wanted to do was simple and radical: to pass the energy of movement to young people in China, especially those whose bodies had been held down by the weight of those years, hovering somewhere between alive and numb. To remind them that dance is not a performance that requires years of training — it is an instinct we are all born with.

The Work

Jiamin was a dancer who had never needed to market herself — because she had never stopped moving long enough to think about it. I was someone who loved to dance, but had spent years learning how brands find their people. Between us, we had everything: the soul, and the system to carry it.

I built the strategy, the brand identity, and the content ecosystem from scratch. Not from data, but from lived experience. The framework wasn't designed in a meeting room — it was felt, first.

At the same time, I knew that sustaining a creative life requires more than content. So I designed two commercial entry points: first, curating intentional outfit and music choices within her online content — with copywriting that highlighted both — to attract brands that shared the same values and aesthetic sensibility; second, offline workshops as a monetisation touchpoint and community anchor.

Competitive Analysis

Brand Identity

Content Framework

Social Media Roadmap

The Result

But the real result was less measurable: people started moving again.

Context

In 2022, while most brands were chasing virality, Brook & Breeze was quietly building something real — handcrafted bamboo bicycles made in a Shanghai workshop, backed by over a decade of passion-driven craft. The brand had heart. It had community. What it needed was a system to carry that conviction further, and a voice that matched the integrity of what its hands were making.

The Work

I handled brand content and communications across social media, wrote the copy, ran the community, and helped organise the Nike collaboration ride. But the work I'm most proud of happened on the workshop floor — I built over six bamboo bicycle frames with my own hands, until my thumb gave out.

Bamboo Bicycle Production

Design & Copywriting

Community & Workshop

The Result

Some brands live so honestly, the big names come to the door themselves.

02 · The Deep Practice

A lifelong obsession with handcraft and print since fifteen, materialized into every stitch and mark. Independently developed orange-peel regenerative paper — from pulping fruit fibers to sun-drying — a full-chain practice from waste to emotional artifact. Even the brand's digital presence was hand-coded, so that the warmth of craft could survive into the screen.

Print Design

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Craft

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Self-made Package Paper（Orange Peel Paper）/p>

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03 · The Results