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Refresh Your Imagination - PepsiCo https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/6c573eea-c6d6-4f3d-ab7c-676eff505940/pepsi-2.jpg All Works - Refresh Your Imagination - PepsiCo https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/c1972ff0-6910-499a-ab56-13e280833485/pepsi%2520mockup.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/9022500d-6d3b-4b0b-91d1-c56776a68416/Colourfill-page.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/06e0bd46-8d31-4ff5-bf01-8631372d04fe/Submission+%26+form-fill-page.jpg https://www.ziyinglee.com/all-works/commute-to-play monthly 0.5 2026-02-07 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg All Works - From Commute to Play: A Spatial User Experience https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg All Works - From Commute to Play: A Spatial User Experience https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg All Works - From Commute to Play: A Spatial User Experience https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/b60ebbbd-ccab-4986-84a4-3c2647f597e8/5R3A4161.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/5135f650-a020-4ee2-ad33-75d78ab705c2/5R3A4147.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/3a2416dd-0299-494a-a3ac-58bd68153e77/5R3A4118.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/94d22a36-fcaf-4373-bd4f-c0266b5902b6/5R3A4144.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/05b98ede-edd7-4849-b2b9-5e299fec86ac/5R3A4698.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/28bf3efb-1e53-452e-a655-a5440c5e0e10/5R3A4270.jpg https://www.ziyinglee.com/all-works/tiger-broker-christmas-santa-taxi monthly 0.5 2026-05-18 https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/1778320608904-RDM40YPCDCMF8U6HLNYH/tempImageN4GW3w.png All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/529245e9-ffe5-4ce6-b065-f9145c60c4de/Santa-3D-1.jpg All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/b48a3810-b4a0-4a54-909f-2c424cb6faf0/f96105ec-69bb-4199-8c5e-b6fd1c153d66.JPG All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/48b73b10-e808-4981-b90e-1c48ba4ee7fb/Santa-3D-2.jpg All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/974399f5-e0f7-4fd1-a2a4-e0d7302efc40/tempImage9mgr8w.png All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/444fe2a6-3986-4684-8474-af91a8d4b78e/Feedbacks-3D-Model.jpg All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/4006bfea-36ba-447e-bdfa-1d66f304c141/tempImageEkFZLo.png All Works - 3D Santa Claus Christmas Rally https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/55a69215-3945-45f4-9e6a-b5d1da665b5f/5R3A6886-scaled-1.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/f3f7c9a1-5cf9-4eab-8fa1-bd358a748af6/5R3A6883-3-scaled.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/8bdfe92a-5152-4dbe-a92a-075d15ec646c/5R3A6899-2-scaled.jpg All Works - 3D Santa Claus Christmas Rally Starting with a Story: What Kind of Santa Should This Be? The design process began not with the structure, but with the storytelling. Before sketching the form, I explored how Santa has traditionally been portrayed across movies, books, and festive media. Across these references, one recurring imagery stood out — Santa carrying a sack of gifts and entering homes through chimneys. That became the narrative anchor of the concept. Instead of designing a “waving Santa” commonly seen in festive displays, I wanted to create a moment frozen in action — almost like a scene captured mid-flight. From there, I developed three storytelling directions, each exploring a different interaction between Santa and the chimney. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/c0f4ad7d-9b39-4e17-8643-3010ce590947/Santa-pose.jpg All Works - 3D Santa Claus Christmas Rally Pose Exploration & Storytelling Concept 01 — Barely Holding On This pose created the strongest illusion of motion. As the taxi moved across the city, it would appear as though Santa was struggling to hold on while flying through Singapore’s streets. To reinforce the narrative, Santa’s facial expression was designed to look surprised and slightly panicked — amplifying the humour and lightheartedness of the moment. Concept 02 — Midway Through Delivering Gifts The second pose portrayed Santa dragging his bag of presents toward the chimney, suggesting he was in the middle of delivering gifts before being interrupted mid-action. This version leaned more toward warmth and festive charm, creating a gentler storytelling moment. Concept 03 — Anchoring Himself with a Rope The third pose explored a more exaggerated sense of movement, where Santa loops a rope around the chimney as an anchor point while trying to pull himself closer. This created a stronger sense of tension and motion, almost resembling an action scene unfolding on top of the taxi roof. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/ac5f396e-5acf-4783-b510-8431ed7a556a/Santa-Prototype.jpg All Works - 3D Santa Claus Christmas Rally Foam Prototyping & Real-World Testing Before fabrication, foam prototypes were created and mounted directly onto actual taxi roofs for scale testing and on-site adjustments. This stage was critical because proportions that looked correct in digital renders behaved very differently in physical space. One major focus was the silhouette and “roundness” of Santa. I intentionally wanted Santa to feel: Slightly stubby Rounded Soft Clumsy in an endearing way This shape language helped reinforce the playful and comedic tone of the story. Even small details mattered. For example, Santa’s head angle was adjusted several times to ensure it looked like he was genuinely “flying” rather than lying flat on the roof. The chimney height was also refined carefully so that it framed Santa without blocking his expression from pedestrian eye level. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/a1f071f7-9949-49ea-a60a-7178c4f6fbe0/Santa-lighting.jpg All Works - 3D Santa Claus Christmas Rally Lighting & Visibility Testing Because the installation would primarily operate during evening hours, lighting became another key consideration. We conducted multiple tests to determine: The appropriate brightness levels Visibility from a distance How lighting interacted with the Santa silhouette Whether the installation remained visually clear while the taxi was moving The goal was to enhance visibility without overpowering the storytelling or making the structure feel overly commercial. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/cd990e0c-bcf7-4553-b5a6-53fedfe67551/Tiger-Broker-Santa-Taxi.jpg All Works - 3D Santa Claus Christmas Rally Final Installation & Bringing the Story to the Streets The final stage involved mounting the completed 3D structure onto the taxi alongside the fully wrapped rooftop graphics and integrated lighting system, focused on aligning every touchpoint: Santa positioning Lighting placement Taxi wrap integration Overall viewing experience from different street angles Once completed, the installation was presented to the LTA for final structural and visual review. Rather than simply advertising a campaign, the project aimed to create a moment of surprise, humour, and delight within the city’s daily commute. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/285ff152-9be2-4f89-93c9-1595f4155cb9/Tiger-Broker-Santa-Taxi-1.JPG All Works - 3D Santa Claus Christmas Rally When design meets the real world . A city moment. The completed executions ran across Singapore's taxi fleet — TigerAI's bold yellow-black financial branding and Moove Media's rich Christmas livery, turning everyday commuter journeys into festive, high-impact brand encounters. The campaign generated organic social sharing and street-level delight far beyond its paid reach. Pedestrians stopped. People photographed. The city noticed. That's the signal that a creative idea has crossed from "advertising" into "experience." The campaign wasn't competing for attention in a feed. It was already in the world, moving through it, arriving at people who weren't expecting it and couldn't ignore it. The Santa Claus Rally — a concept that most people had never heard of, became something they could see, feel, and share. https://www.ziyinglee.com/all-works/nccs-infographic monthly 0.5 2026-05-18 https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/dd6fd5e0-6d0c-473a-ac64-b5ae97b1bda2/NCCS-CarbonFootprints.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/8d1b8d6e-62db-4804-a327-614cdae49817/10-ways-reduce-your-carbon-footprint.jpg All Works - NCCS (Climate Change SG) Infographic Poster ART DIRECTION & VISUAL COMMUNICATION Creating an approachable and optimistic tone for climate awareness The visual direction focuses on simplicity, clarity, and accessibility to make the topic feel less intimidating for a broad public audience. A predominantly green colour palette was used to reinforce themes of: sustainability, renewal, nature, and environmental responsibility. To avoid the visuals feeling overly serious or technical, the illustrations were designed using flat vector graphics, soft shapes, and clean iconography. This lighter visual treatment creates a friendlier and more optimistic tone while improving readability across digital platforms. Each illustrated action was intentionally simplified into recognisable daily habits — such as cycling, recycling, switching off appliances, and reducing waste — allowing users to quickly scan and absorb information with minimal cognitive load. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/81737393-d33e-4ad7-be52-04a07bb5a6bb/Nccs-fb.png All Works - NCCS (Climate Change SG) Infographic Poster SOCIAL MEDIA ADAPTATION Extending awareness through bite-sized digital content To increase accessibility and reach, the infographic system was adapted into a series of social media assets for Climate Change SG’s digital platforms. Key visuals and messaging were reformatted into smaller, scroll-friendly compositions optimized for social engagement while maintaining visual consistency with the main infographic. This modular approach allowed the campaign to communicate sustainability messages across different touchpoints while remaining cohesive as a larger awareness initiative. https://www.ziyinglee.com/all-works/brotzeit-food monthly 0.5 2026-05-24 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/bffc5ced-3cf9-48b1-ae8a-59dcfab4d512/Brotzeit-Christmas.png All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/db921ebc-74ce-4547-9ad2-565eca8691b8/Brotzeit-Poster.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/d765191e-f716-4d97-97b0-531459fabbd2/Brotzeit-Menu-2.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/8a79ee6b-3307-4fc7-9aa7-f06359e00f4e/Brotzeit-Nordsee.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/6348a7f9-ebe0-435d-9df4-664441e43424/Brotzeit-Store-Poster.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/0b361187-136d-4179-ba8c-990d900cc0de/berlin65-menu.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/d88bb412-809c-4e7a-a503-64ad1c985bb8/Brotzeit-Oktoberfest.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/2aebdc51-c66d-49b5-8dac-dc36d73cfe33/Brotzeit-Storefront-Menu.JPG All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/fc2d9071-0e01-418a-937b-e4a9ca5ad8e0/berlin65-Menu-3.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/cd95e951-7879-4f12-8132-709850cea273/Brotzeit-Spargel.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/639d0894-62d2-4e91-a312-023c94950df8/Brotzeit-Table-Poster.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/8ef68f2e-5634-4095-8826-f17e19aba431/berlin65-poster.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/c73a8791-7ad6-4d41-9da7-95f9cbad587c/Brotzeit-Summer.JPG All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/abac1f1c-5129-48a3-86b5-94a3513002b6/Brotzeit-Table-Menu.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/f09e73f3-20f3-4354-82fe-32e3ae7615c5/berlin65-food.jpg All Works - Brotzeit - Designing Seasons into Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/5b826768-84be-4e4d-b617-ecf76044efa0/Drinks-dining-experience.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/4bf9f17a-717c-4314-9c96-3fe7d28230c6/Berlin-65-Logo.jpg All Works - Brotzeit - Designing Seasons into Experiences - BERLIN65 Beyond the seasonal campaigns, I also led the communications identity for Berlin65 — a sister brand targeting a distinct, younger audience. That project required a completely different strategic lens: understanding a new customer segment, doing cultural research on Berlin's identity, and building a brand from scratch with its own visual language that wouldn't be confused with Brotzeit's. https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/3abf475c-7e1c-450f-9fcc-fe019333306d/BerlinWall.jpg All Works - Brotzeit - Designing Seasons into Experiences RESEARCH — UNDERSTANDING BERLIN Before I sketched anything, I went deep into what Berlin actually means as a cultural reference. Not the postcard version but the real texture of the city. I looked at Berlin's street culture, its design history, its attitude. What kept coming back was one thing: the Berlin Wall. Not as a symbol of division, but as a canvas. The Wall became the world's longest open-air gallery — a surface where identity, protest, and creativity all collided in the same space. That felt like exactly the right cultural anchor for a street food brand that was about mixing influences and doing things differently. The graffiti culture of Berlin isn't decoration. It's communication — raw, direct, and unapologetic. That became the strategic lens for the entire identity. CREATIVE DIRECTION AND STRATEGIC DECISIONS BEHIND THE LOGO The stacked letterform. "BER / LIN" split across two lines — referencing the physical structure of the Wall itself. The colour: green. Not chosen for aesthetics alone. Green signals freshness, which directly references the food proposition. It also offers a refreshing visual contrast to Singapore's saturated F&B landscape, most of which leans warm.than magical. The challenge became: The typeface weight. Heavy, condensed, industrial. Drawn from the visual grammar of Berlin's street signage and graffiti letterforms. Bold enough to hold its own on menus, packaging, and outdoor applications. https://www.ziyinglee.com/all-works/curatedition-luxury-editorial monthly 0.5 2026-05-27 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg All Works - Translating Luxury Brands into Digital Editorial Experiences https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg All Works - Translating Luxury Brands into Digital Editorial Experiences https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg All Works - Translating Luxury Brands into Digital Editorial Experiences https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/541e0b44-e9ba-45ff-bab0-eb06a551cd18/Curatedition-Fashion-Beauty.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/f12aa045-50e8-4f1f-8ad5-ca3cd85e0485/bottega-1.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/25647ca5-5784-4cb1-99b2-8cd53f7bedbc/lancome.jpg https://images.squarespace-cdn.com/content/v1/6956cd9c78286e2213317dfc/478b90f2-b727-4402-a8db-1a4aafea8ef5/DBS.jpg All Works - Translating Luxury Brands into Digital Editorial Experiences DBS TWENTYXTHIRTY This collaboration with DBS TwentyXThirty focused on millennials navigating relationships, weddings, and financial decisions. Rather than approaching the content from a purely banking or financial angle, the storytelling centred around lifestyle aspirations, emotional moments, and practical guidance. My role was to shape the visual language of the editorial content in a way that felt elegant, digestible, and relatable to younger audiences. I kept the layouts minimal and refined, using soft neutral palettes, sparkly textures, and clean compositions that allowed the jewellery and written content to stand out without feeling overly commercial. The project reinforced how visual storytelling can help simplify information-heavy topics while still creating an emotional connection with readers.