About Way
I’m an Visual Designer and Art Director based in Amstelveen, specialising in large-scale visual concepts, cultural storytelling and international campaigns across Europe and Asia.
With over 15 years of experience, I create key visuals and visual systems for brands, campaigns and cultural projects across Europe and Asia.
Selected clients include Nike, Maybach, Johnnie Walker, Vans, Wilson, Honor and Vogue Business.
I’m the creator of The Chao Dynasty, a large-scale visual universe combining Chinese culture and contemporary life, known for its highly detailed scenes and narrative depth.
My work focuses on developing strong visual concepts that translate across campaigns, brand collaborations and large-scale installations.
Dutch
Native or bilingual
English
Fluent
Kantonees
Native or bilingual
Chinese
Basic
Can work on-site
Amstelveen (up to 50km)
Experience
- Digiway DesignVisual Designer & Art Director / FounderPRESS AND MEDIAJune 2012 - Today (14 years)Amstelveen, NetherlandsVisual Designer and Art Director specialising in large-scale visual concepts, cultural storytelling and international campaigns bridging Asian and European audiences.
- Develops visual concepts and key artworks for international brands (including Nike, Maybach, Johnnie Walker, Wilson, Vans, etc.
- Creator and developer of The Cháo Dynasty, a large-scale visual universe based on culture and storytelling
- Designs and delivers complex visual systems applied across campaigns, retail and large-scale installations
- Responsible for the full creative process, from concept and art direction to production and print-ready delivery
- Defines visual direction and ensures consistency across diverse projects and collaborations
- Orientouch EntertainmentVisual Designer / Art DirectorENTERTAINMENT AND LEISUREJune 2007 - Today (19 years)Amsterdam, Netherlands2007–2011 (full-time) · 2012–present (freelance)Worked on visual direction and design for large-scale cultural events, international concert tours and marketing campaigns targeting Chinese and international audiences across Europe, with a strong focus on the UK market.
- Created and directed visual concepts for international concert tours and cultural campaigns, bridging Chinese and European audiences
- Developed brand identities and key visuals for events and live entertainment formats
- Localised and adapted official concert artwork for European markets (London, Paris, NL)
- Designed full campaign rollouts including print, OOH and digital assets
- Worked with major Chinese artists including Eason Chan, Jacky Cheung and Mayday
- Managed projects from concept to execution, bridging creative and production teams
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Education
- BSc-level studies in Architectural EngineeringHogeschool van Amsterdam2002HBO Bouwkunde, richting bouwtechniek
- Architecture (Pre-Master level)TU Delft2003