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Kaiyun’s Portfolio

The Art of Devotion 天官赐福 

Branding & Exhibition Design2024

The Art of Devotion addresses the urgent need to preserve Singapore's cultural heritage, highlighting a significant decline in Taoist traditions since the 1980s. With Thian Hock Cheng Temple as a focal point, the project aims to educates visitors about its cultural significance, bridging generational gaps, and revitalising fading heritage.

Creative Process Journal : Link


Award:

2024 Creative Conscience Award
Shortlisted

The Lost Stroke 消失的树

Campaign Design2024

"The Lost Stroke" is a type-led campaign that incorporates activism through poetry—an interplay between creative type expression and the visual poignance of Chinese poetry. The campaign emphasises the impact of deforestation brought about by climate change and how our forests are losing their beauty and lustre as they continue to be destroyed with no regard for the future. Central to the design is the word play of 竖 (Shù), which can refer to 'vertical strokes' or 'trees' in Chinese. The chosen poem is depicted as a mountain-forest landscape - where each lost stroke serves as a metaphor for destruction.

Video: Link


Award:

2024 D&AD New Blood Award
Graphite Pencil

2024 The Crowbar Award
Gold  in Art Direction
Gold In Typography



Navigating Georgetown

Signage Design2026

Navigating Georgetown is a wayfinding system designed to support walkable exploration around George Town.

As people increasingly rely on digital navigation, the experience of moving through heritage areas often becomes purely functional, causing many details to be overlooked.

This project aims to shift navigation back into a more engaging, physical experience — encouraging users to slow down, observe and rediscover the richness of their surroundings.


Tiger Balm 

Packaging Design2025

In this project, our primary goal is to rethink Tiger Balm, a traditional and iconic brand, into a Fast Moving Consumer Goods (FMGC) product exclusively for TikTok Shop, with a focus on appealing to Gen Z as the target audience. While at the same time ensuring the preservation of the brand's original identity to attract a younger audience without compromising its classic heritage.

In addition to the packaging redesign, we also aim to strategize ways to promote our product on TikTok, aligning with the internet usage habits of Gen Zs.    

TikTok Account Link : 
https://www.tiktok.com/@tigerbalmsg8

Beauty Culture

Experimental Project2025

Makeup testers are a staple in beauty stores, allowing customers to try products before purchasing. However, their hygiene is often overlooked. 

Beauty Cultures investigates the cleanliness of makeup testers at four stores in Singapore by swabbing samples and monitoring bacterial growth. Through this study, we aim to visualise the unseen risks lurking in shared beauty testers and raise awareness of their potential health hazards. 

By shedding light on the microbiological reality of testers, we hope to encourage better hygiene practices among consumers and brands, ultimately fostering a safer beauty experience.

Video: Link

iWalk 我行

Branding2023

iWalk is an Apple-integrated campaign designed to promote the idea that a healthier lifestyle is within reach with the help of the Apple Watch. 

The campaign name '我行' carries a double meaning — 'I walk' and 'I can do it' — reflecting both the physical act of walking and a positive, empowering mindset. By drawing inspiration from Chinese idioms and expressions related to '行' (to walk, to be capable), the campaign creates a deeper cultural resonance, especially for the elderly Chinese-speaking audience in Singapore.

Pocket Money

UI/UX Design2023

Pocket Money is a student-focused e-wallet application that integrates payment and financial management into a single platform. Unlike conventional banking and e-wallet apps—which often promote consumerism through advertisements and discount vouchers—Pocket Money is designed to cultivate mindful spending habits. By enabling users to log their expenses immediately after making a payment, the app makes it easier for students to monitor their finances and gain a clearer understanding of their spending behavior.
©kaiyun 凯韵kaiyun2201@gmail.com2025