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Hi, I’m Zheng—a Strategic Design Lead with nearly a decade of experience.

I thrive at the intersection of digital, brand, and system design—bringing strategic knowledge and design leadership to build brand, experiences, systems, products and innovation. I approach design with these guiding principles:

INTENTION

I take the time to deeply understand the problem, the people involved, and the context before creating solutions that align with human needs and brand identity

INTUITIVE

I combine strategic thinking and creative instincts to uncover opportunities and help businesses navigate pivotal moments of change

In practice, this means

Digital Experience

I design intuitive, human-focused digital ecosystems that bring brands to life online by aligning user needs with business goals

Optimising the ticket purchasing journey for SL, Stockholms primary public transport system

Partnering in parallel with Ignite’s product team to create scalable design assets and a distinct visual identity, setting it apart from the master brand

Crafted a strategic framework and sprint prototype for UNICEF, enabling SMEs to exercise greater autonomy in their approach to donating

System Thinking

I approach business challenges holistically, crafting scalable frameworks and strategic solutions that foster sustainable growth

Led a team to develop a business roadmap for Vastra Sormland using a systemic design approach to address its unique challenges and opportunities

Co-create creative proposition and define a product ecosystem with an overarching narrative and design assets for Visa Security & Fraud

[COMING SOON] See how we delivered strategic differentiation and employee-centric growth for Samhall's job-matching phase by integrating the client into the system with an outside-in approach

Brand Storytelling

I design brand identity by shaping ideas and experiences into stories that connect, inspire, and evolve with users, businesses and brands

Evolving Unit One Design from an architecture practice into a model of creativity through design and craft with a strategic visual rebrand

Revitalized Khaadi’s 25-year legacy by placing narrative at its core and collaborating with employees to craft a brand that resonates deeply

Shaping a brand identity for Sun Venture to transform their investment approach from family-owned roots to a global institutional presence

Defining the creative proposition, visual concept, and brand identity for Food From The Heart to establish its leadership in the non-profit sector

Crafting a brand identity for Filmore to redefine Vietnamese living spaces using art and emotional connection to create a deeper human experience

[COMING SOON] See how I build a cohesive visual language across Visa B2B Product Architecture, adding emotional value to its functionality with modular assets & adaptable campaigns

Every project I take on is a collaboration.

Together, we’ll uncover opportunities, solve challenges, and create impactful solutions that align with your vision—one intentional step at a time.

LET’S WORK TOGETHER

AVAILABLE FOR SELECT FREELANCE PROJECTS AND COLLABORATIONS.

FOR COMMISSIONS AND INQUIRIES, OR JUST TO SAY HELLO,
PLEASE CONTACT: TANZHENGJOO@GMAIL.COM

FULL CV AND RESUME UPON REQUEST.

PROJECT FEATURE

ASIAN CREATIVES: 150 MOST PROMISING TALENTS, 2014
WHERE YOU GOING? DESIGN ADVENTURES IN SOUTHEAST ASIA, 2013

EDUCATION

MA CANDIDATES, DIGITAL EXPERIENCE DESIGN, HYPER ISLAND, SE, 2024–2025
(BA) HONOURS, GRAPHIC DESIGN, UNIVERSITY OF THE WEST OF ENGLAND, UK, 2011–2012
DIPLOMA, ADVERTISING AND GRAPHIC DESIGN, THE ONE ACADEMY, MY, 2008–2010
- INSIGHTS FOR INNOVATION (5 WEEKS COURSE), IDEO, SG, 2018