Hello! 👋 I’m Zheng, a strategic design lead working at the intersection of brand, product & innovation.

With 10+ years of experience, I approach design as living systems through strategic imagination—translating principles from nature, culture, humans, and tech into insights and design language that nurture innovation, shape intriguing experiences, and drive business growth.

SELECTED WORKS

+Katrineholm
Transformed a fragmented municipality into Silicon Forest pilot designed for long-term human-nature coexistence
BUSINESS TRANSFORMATION

Stockholm Public Transport (SL)
Changing commuters’ ticket purchasing behaviour for Stockholm’s primary public transport system

PRODUCT DESIGN

UNICEF Sweden

Addressing a gap in the corporate partnership strategy to unlock greater donation autonomy for SMEs

STRATEGY & AGILE PROTOTYPE

Visa Inc Confidential
Oversee the payment experience across brand and marketing for Visa’s B2C and B2B products in the APAC region

BRAND & MARKETING EXPERIENCE

Ignite by Igloo
Digitise the insurance agent channel in Vietnam with a new strategic rebrand and platform design

DIGITAL BRANDING

Food From The Heart (FFTH)
Established FFTH as the leader of Singapore’s non-profit sector with a new brand identity and strategy proposition

BRANDING

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

Sun Venture
Elevated a family-owned roots to a globally recognised institutional presence with rebranding
BRANDING

Leon Leon: Razak Mansion Inside Out
Exhibition identity and documentation for an open studio of paintings by Leon Leong
ART & CULTURE

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

BRANDING

Experiences: The Escape of Film
A reimagining and exploration of visual narratives through the lens of film memory
PERSONAL

Filmore
Using art and emotional connection to create a deeper human experience and redefine Vietnamese living spaces
BRANDING