BlinkHealth

Client Blink Health
Role Freelance Designer

Pride Month Logo! Their Diversity & Inclusion Council was so thrilled to see this :)

Pride Month Logo! Their Diversity & Inclusion Council was so thrilled to see this :)

I have been freelancing with BlinkHealth since earlier this year, and as I continue to work with them, I will keep updating this page with the work that I have done with them!

Logo Design and Email template design for the Diversity & Inclusion Council

Logo Design and Email template design for the Diversity & Inclusion Council

Email Campaigns

Email Campaigns

Storyboard for Paid Social Video

Storyboard for Paid Social Video

Boobs.

Client lululemon
Project Lululemon Signature Movement Bra Launch
Agency The Brooklyn Brothers
Role Lead Designer / Art Direction

Disclaimer
*I was involved in this project in the creative conceptual pitch. We won the business and all the live assets are produced by lululemon’s internal team.

Lululemon approached The Brooklyn Brothers with a brief that would help them with their new bra launch campaign. These aren’t your regular bras. Lululemon have revolutionize how women perceive and wear bras. They literally hired a team of “Boob scientists” to research on boobs. They have found out that not only does every woman’s boobs are different, they also moves differently. Heck, even within a pair of boobs, they can be different, too.

We’ve come up with a couple of great ideas and the client love them so much they ran with both. And mind you, we’ve used up every single chance to throw a boob pun into our language. It’s a really fun project that I get to play with a lot of colors and technique, so I hope you guys likes it, too.

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Cultural “scripts” have dominated bras and boobs conversations for decades, creating oversexualized stereotypes and false representations. In this concept, we celebrate a simple truth and confront conventions and provoke conversations.

Guess what?

Boobs move.

Really, we checked.

In fact, they move all the time, all day long. Yet for some reason, it just isn’t talked about. Society prefers boobs that stay in their place. Maybe that’s why our bras are sooooo uncomfortable. Most bras are designed for size and shape. But not movement? That’s crazy! Even sports bras do all they can to keep boobs from moving. Also crazy! Sure, too much movement can hurt. But too little hurts more. It’s time for the whole world to recognize that boobs DO move. And that every woman’s boobs move in their own wonderful way. 

It’s time to start a movement for our boobs’ movement. 

It’s time to make the world a better place, two boobs at a time.

It’s time to stand up and say...

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Bold. Spirited. Unapologetic.

By making it okay – actually, fun! – to talk about the way boobs move, we’ll get women everywhere to rethink what a bra should be. We’re going to use bright colors, bold graphics, stylized sets, fun handmade elements, moving parts, and neon lights. Real women of different shapes and sizes showing off the way they move. Plus visual metaphors for boobs, creating “boob worlds” using theatrical sets and design. The platform colors will be bold and fun, adding a modern and youthful energy. They are inspired by colors of the SP19 palette, but dialed up to make a statement. The signature Lululemon red will still be one of the key colors.

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Art Direction & Visual Elements

These images are for moodboard purposes only. Not to be use anywhere.

These images are for moodboard purposes only. Not to be use anywhere.

We’re going to use bright colors, bold graphics, stylized sets, fun handmade elements, moving parts, and neon lights.

These images are for moodboard purposes only. Not to be use anywhere.

These images are for moodboard purposes only. Not to be use anywhere.

Real women of different shapes and sizes showing off the way they move.
Plus visual metaphors for boobs, creating “boob worlds” using theatrical sets and design. 

To kick things off...

Teasers
Let’s drive conversation around what’s wrong with bras, with a series of wildpostings / social posts...

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Window Displays

We’ll wallpaper store windows with the posters, in the days before launch.

We’ll wallpaper store windows with the posters, in the days before launch.

We’ll wallpaper store windows with the posters, in the days before launch.

Guests can peel off the posters to reveal the answer underneath:  Boobs Move!

Guests can peel off the posters to reveal the answer underneath: Boobs Move!

And then, it’s showtime...

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If Boobs Move, so should our window displays.

Let’s transform our windows into stages for live performances, putting moving boobs in the spotlight.

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Each show will be a must-see (and share) spectacle. Since the performers would wear lululemon bras, they would unforgettably demonstrate the product in action. 

For example, we’ll have two trapeze artists swinging from hoops - evoking the movements of a woman’s real boobs.

Juggling

We’ll set up a salon-style wall covered in framed paintings of (motionless) female nudes throughout art history.  In front, a female juggler wearing a lululemon bra will juggle a series of boob balls of various shapes and sizes.

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Powered by movement

We’ll create a display full of moving boob sculptures, like a cuckoo clock. (Or Boob Goldberg.)

They’ll move, bounce and roll – and it’s all powered by a real woman on a stationary bike. The more she moves, the more they do.

Even in Tier 2 and 3 stores our windows should be show-stopping declarations.
We’ll mix styles, colors, bold type, and lights to celebrate the ways real boobs move.

Tier 2 window display, showing mannequins in different positions around 3D Boobs Move sign and colorful props that resembles boobs.

Tier 2 window display, showing mannequins in different positions around 3D Boobs Move sign and colorful props that resembles boobs.

Tier 3 window display, showing hanging bras and boob-alike items.

Tier 3 window display, showing hanging bras and boob-alike items.

Now let’s get some stares in-store, too!

With the in-store vertical display, let’s make the bra section feel like a mini dance party.
Try one on and get moving!

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(A quick tangent on Signature Movement)
We’d like to make the “butterfly” visual a customizable piece of content, as bold and colorful as everything else in the campaign. Imagine if you could choose your brush, color, and background. Making your Signature Movement a reflection of your personality as well as your movement.

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Starting the boob conversation

Telling a stranger about your boobs? Awwwwkward. We want guests to feel like they’re in a place where they can say anything, and do anything. No judgements. The more they share, the better we can fit them.

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Even the tags will move. 
(With lenticular printing)

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And tell the bigger story. 

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Taking the story to the streets via BoobsMobile

Let’s create a traveling BoobsMobile where women can hop on a treadmill, get their boobs moving, and receive their customized, shareable Signature Movement. Then get fitted for the best lululemon bra for them. We’ll have colorful backdrops so they can show off their new moves on social along with their Signature Movement. We’ll take the BoobsMobile to community events like marathons, SeaWheeze and Ghost Race.

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Social

Art Direction / Visual Element

Every visual will have a simple prop (or 2) that tells part of the story in a fun and visual way.
Here are some examples:

These images are for moodboard purposes only. Not to be use anywhere.

These images are for moodboard purposes only. Not to be use anywhere.

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CELEBRATING HOW BOOBS MOVE

For evergreen content, we’d like to capture a series of short, visual scenes featuring women on theatrical sets, wearing lululemon bras.

Each set will have a design that visually evokes boobs in motion. While the women themselves will be moving in ways that demonstrate the comfort and support their bras provide. We’ll capture plenty of closeups showing the fabric acting a second skin, too. Whether in social, digital or instore, each will reinforce the message, “Boobs Move. It’s time for bras that move with them.”

These images are for moodboard purposes only. Not to be use anywhere.

These images are for moodboard purposes only. Not to be use anywhere.


ALWAYS-ON
CONTENT SCENARIOS

Two trapeze artists swinging on hoop trapezes.
A woman juggling boob-shaped balls
A woman riding a bicycle with tires styles like boobs
Two women sitting on opposite sides of a boob see-saw
A woman lounging on a boob-shaped waterbed
Two women stretching on boob-shaped yoga balls



And let’s sell some bras!

Paid Social : What Boobs Do

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Open on closeups of diverse women on a colorful set.
They’re each wearing a lululemon bra, each moving in her own way.
A super appears over each image.

SUPERS:
BOOBS        BOUNCE        WIGGLE        JIGGLE       
WOBBLE        SWAY        SHAKE        WAVE       
TWIRL        HOP        QUAKE        GLIDE

We pull out to reveal all the women standing and moving together

SUPER:
BOOBS MOVE
IT’S TIME FOR BRAS THAT MOVE WITH THEM.
LOGO: lululemon


Paid Social: Perfect Boobs

We open on a colorful set, where we see a nude Roman statue. A real woman, wearing a lululemon bra, steps into frame and looks at the statue. She matches the pose.

SUPER:          
PERFECT BOOBS
The woman shakes her shoulders and starts letting loose.

SUPER:            
PERFECT BOOBS          
MOVE
She begins to dance.

SUPER:            
THE PERFECT BRA MOVES, TOO
Cut to a group of women in lululemon bras, moving freely and confidently.

SUPER:            
BOOBS MOVE
IT’S TIME FOR BRAS THAT MOVE WITH THEM.
LOGO:              
lululemon

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Paid Social: A bra should

We see diverse women on a colorful set, wearing bras that are obviously uncomfortable. The camera moves around them in stop-motion style, cutting in to close-ups of the women pulling at their straps, adjusting the cups, etc. A super appears over each image. 

SUPERS:
A BRA SHOULDN’T
PINCH      POKE      DIG      SQUISH      SQUASH      SQUEEZE      SHOVE

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Paid Social: Product Focused (Like Nothing Bra)

Open on a young woman on a colorful set, with a backdrop and props that signify “home.” She’s getting dressed for work, but wearing only a lululemon Like Nothing bra on top.

She puts on her shoes and “walks” out the door – actually walking in place as the backdrops and props change around her. 

The changing backdrops represent her whole day in seconds. Walking on the street, into her office, to lunch, into a meeting, out of her office, back down the street, and finally back home.

 SUPER:      THESE BOOBS WERE MADE FOR WALKING

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She kicks off her shoes, but keeps her bra on as she settles down on her couch. Looking as comfortable and energized as she did at the start of her day.

 SUPER:     THIS BRA WAS MADE TO MOVE WITH THEM

 Cut to a closeup of her bra, like a second skin on her body.

 SUPER:  LIKE NOTHING by lululemon

                    BOOBS MOVE

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Coming to an inbox near you...

Email for Overall Bra

Email for Overall Bra

Email for Like Nothing Bra

Email for Like Nothing Bra


Website: Overall bra line

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Engaging Everyone

Society has made us all believe there’s something wrong with boobs that move. If they bounce, they’re sexualized. Or infantilized. “Polite” boobs stay in their place. Well, we’ve had enough.

Real boobs move! 

And we’re not dancing around it anymore. 

We’re starting a movement to celebrate our boobs’ movement. We’ll ask women everywhere to join us and say, #MyBoobsMove! Deal with it, world.

 We’ll kick it off with influencers and Ambassadors. We’ll ask women in all fields – actresses, artists, comediennes, musicians, politicians, fitness instructors, CEOs, choreographers – to share short videos declaring “My Boobs Move!”


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#MyBoobsMove

What they do next is up to them. How do they celebrate the way they move? With a dance? A pose? A joke? A song? A real-life story? A painting?

 There are no rules to how you move your boobs. (Though we’ll encourage everyone to show their whole bodies, not just their boobs.)

Each video ends with challenging a friend. “That’s how my boobs move, now show me yours.”

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Women everywhere can join in by declaring “My Boobs Move” and sharing the ways they’re proud to move.We’ll repost our favorites on our social channels, amplifying the conversation and encouraging more and more people to take part.





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For the 2nd concept that also helped us won the business, Stay tuned for more!

Also…. See it IRL!

Produced by lululemon. Source: Instagram/lululemon

Produced by lululemon. Source: Instagram/lululemon

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Boobaloon wall at the Seawheeze event! Photo credit to @kimberlynovosel | Produced by lululemon

Boobaloon wall at the Seawheeze event! Photo credit to @kimberlynovosel | Produced by lululemon

Fun “Boob Love” signage - produced by lululemon | Source: Instagram/lululemon

Fun “Boob Love” signage - produced by lululemon | Source: Instagram/lululemon

EazyScript App

A couple months ago, I was approached by Chykalophia to help them out on a slight design lift-up for 2 of EazyScript's app page, I was tasked to work on the homepage and the search page.

The original homepage:

My visual solution based on the notes given:

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The original search page:

Some of my solution based on the notes given:

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Even though this project isn't a heavy lifting redesign, I actually enjoyed working on this project because it helps me think of ways to work on a layout that is user-focused.

Great Parks Forever

A while ago, I worked on a freelance branding concept project for Darwin and pitched 2 different concepts for the conservatory foundation for The Great Parks of Hamilton County in Ohio, called Great Parks Forever. The client was inspired and was able to use the design direction in their final design.

Based of their moodboard and inspiration board, for the first concept, I was inspired by the patterns of nature and decided to stylize it into pencil sketches and use it as a main focal point for the design system. The pencil sketches of natural patterns like the folds of mushrooms or the texture of the bird's nest will give their branding a human touch that feels organic. This concept isn't just all patterns, it is also focusing on all the miracle of these living organisms that the Great Parks has to offer. 

Stationery set

Stationery set

Horizontal Business cards

Horizontal Business cards

Vertical Business Cards

Vertical Business Cards

Posters

Posters

Annual Report Cover and Brochure Cover

Annual Report Cover and Brochure Cover

Illustration credits: Shutterstock, Joanna Haber, Eva-Maria Ruhl


For the 2nd concept, it is mainly focusing on using micro and macro photography to highlight the moments of life happening in the park. It utilizes photography, color, and icons to create a more versatile and evergreen branding. The design style is very sleek and modern.

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Annual Report and Brochure cover style. They were able to take the design elements and applied it on their collateral. 

Annual Report and Brochure cover style. They were able to take the design elements and applied it on their collateral. 

Hope you enjoy looking at this project as much as I do working on this project! 

Hey

Hello! It's been awhile since I last updated.

Here's a sticker design that I made for my own tote bag brand Tatas & Vag NYC.

With 4 different color variations since I couldn't pick a favorite. 

Have a great summer, everyone!

 

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Personal Projects

Hello all! 

I have been working on my personal projects and I just want to share with you guys what's cooking in my kitchen :)

1. @katefindsigns

I started a new Instagram account focusing on neon signs. Basically, I was stumbling upon a really nice neon sign and ever since that day, I can't stop noticing neon signs and how much we're surrounded by them. And the rest is history. To date, I have now collected over 80+ neon signs on my feed. Feel free to follow me there @katefindsigns !

2. Tatas & Vag NYC

Over the past month, I started a new tote bag company called Tatas & Vag NYC, with a focus on intersectional feminism and equality. I have designed and screen printed the tote bag designs in small batch, ensuring the quality is always on point and up to my standard. It is now currently being sold in-store called VK Nagrani in Soho, New York and available at tatasnvagnyc.com + etsy store as well. I am uber proud of this project and my second batch is coming real soon to be launched before Women's Day!

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Please go ahead and visit my online store and check out the designs! :)

 

#inktober

Hi everyone!

It's October already, how time flies! I've missed out inktober for a couple of years now and I thought I shouldn't miss another year (of procrastination) so I've decided to start drawing. 

Here are some of my #inktober posts so far!

First inktober post ever!

First inktober post ever!

A quote requested by my coworker :P

A quote requested by my coworker :P

I love getting things done. 

I love getting things done. 

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Drew this for my newborn baby niece McKenzie Phyllis Lee

Drew this for my newborn baby niece McKenzie Phyllis Lee

I will try my best to draw everyday, but no promises!

Fix you

"... and I will try to fix you"

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A couple days ago, I went to a Coldplay concert.

I was really inspired by the entire experience. The colors, their music, their album art, etc.

And "Fix You" is my favorite Coldplay song of all time, so here you go! This is my doodle of the day :) 

Hope you guys have a wonderful weekend ahead!

Head over Heels

Happy Friday!

I was watching the Netflix show GLOW last night and was just so into the soundtrack of that show. Music in the 80s is one of my favorite. Too bad I wasn't born then, I could totally rock those spandex bodysuit. 

I doodled this with watercolor while watching the show last night, and the lyric is obviously from the legendary Tears For Fears - Head over Heels. 

Enjoy your weekend, everyone!

jia hui

Hola!

Did something quick and fun today to exercise my creative muscle and just wanted to share it here!  

This is my name, in Chinese. I've always wanted to do a study on chinese characters because they are so unique. I've always hated my name though, because my name has a lot of strokes and it is a pain to write my name on all my notebooks!

 I've learned to embrace it now though. =) 

What's that tingling sensation on my skin?

Hi, everyone!

It's been a while since I've last updated. Been super busy creating content for awesome brands.

Here's something I've been up to:

Creating content for Noxzema's social channels. The brand has been around for many years but they aren't on social, so... I created and planned some content to help them launch on Instagram and Facebook! Here's some of the posts, hope you like them! (And follow them on social, of course!) 

It was really fun to use paper art as an execution! The idea is to utilize the 3D effects to bring out the burst of sensation and refreshing feeling when you use Noxzema. 

It was really fun to use paper art as an execution! The idea is to utilize the 3D effects to bring out the burst of sensation and refreshing feeling when you use Noxzema. 

Since I'm also really into handlettering, I used the actual product to write on paper! It was definitely a fun yet challenging experience, as the texture of the cream is actually really hard to control (obviously, it's meant to be on skin and apply using fingertips) 

Since I'm also really into handlettering, I used the actual product to write on paper! It was definitely a fun yet challenging experience, as the texture of the cream is actually really hard to control (obviously, it's meant to be on skin and apply using fingertips) 

In conjunction with the launch, I've also created a post to celebrate St.Patrick's Day.

 

More content to come! Stay tuned.

 

 

logo sketches

Hola everyone!

Just thought I should share some of my logo sketches for a project here since I was really into this vintage style of work even though the client didn't end up using them. It was a logo refresh for a local coffee bean company located in the West Village. I was asked to redesign their logo.

I had a lot of fun working on this and researching for ideas/inspiration. 

These are all roughs, and just some preliminary ideas of what the logo structure should be. 

 Should I digitize them? Let me know which one(s) you like! 

Chicago

A while ago I did a social post for Chicago the Broadway Musical. They share quotes from the lyrics every week so I did one of them.

Even though they didn't end up using it, it was still fun to do something for a broadway show. (And sadly, no, I did not get any tickets to see Hamilton.) 

embossed

Hello, to whoever's reading my blog. 

Ever since I bought an embossing tool from Paper Source, I have been playing with it a lot. 

Here's what I did today!

Even though these are just test runs, I'm actually pretty happy with the results. 

The tool is really fun to use! (and no they did not pay me to say this!)

Anyway, I also took a short video to show the process of embossing using the tool.

whiskey or whisky?

Recently I've designed a logo for a whisky (or whiskey, depending where you are) reseller from Singapore and it was a lot of fun doing the research (visually, and of course, gotta do some whisky tasting) and relating it to their brand name. 

They are called Precinct 9. I have designed a badge version for them to be used as stickers on their packaging and a normal version to be used on their website and on print. 

badge

badge

Traveling as a designer

Hey everyone!

Sorry I have been MIA for a while! I was in South America backpacking for a month and I'm back now. As you may or may not know, I am a solo traveler, and I have been trying to check off my bucket list to visit all the continents by the age of 25. I am 25 this year and by the end of this year, I will visit the last continent left on my list, which is Africa. 

Anyway, when I was in Ecuador, I was really inspired by the locals and it definitely did some magical things to me as a creative/designer. The colors, patterns, landscapes, even language inspired me to be a better visual designer. 

I spent my last week in a beach town called Montañita, and at a hostel called La Casa del Sol. They are a yoga+surf hostel and people were really nice there. So I did something nice for them!

I helped them repaint some of the signs at the hostel and it was a fun little project. 

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Sony

A month ago, while I was freelancing at IPG Mediabrands Publishing,

I helped out the creative team to create this stop motion for Sony on Facebook & Vine - 

Watch here - https://www.facebook.com/Sony/videos/10153898303831997/

This is for Mother's Day and guess who's hand was that?!

 

Yes, it was my freakishly tiny hand pretending to be a kid's hand.

Stop motion is a lot of fun, but very time consuming. 

It was fun day shooting this video though! 

WIP - UX + UI of my app

Hello!

As you may or may not know, I have been going to UX class since April.

My UX class has been pretty intense, but I learned so much. 

User Experience is like being nosy about your users, kind of like going on dates and trying to figure out what they like, what they don't like, what makes them crazy, how do they actually feel about your product, and how to make it better.

Here's a sneak peek of my product! So far I have conducted 5 user persona interviews & research and 4 usability testing with my app. It's been crazy. But there's also a lot of actionable feedback.

Should I post my wireframes and Information Architecture and let you guys see? Let me know!