Hi.

When I was little, I wanted to be a clown.
Ending up here was beyond my expectations.

From Stage to Studio: My Path to Creative Direction

I didn't start out chasing a career in design. I trained as a dancer, double-majoring in Dance and Drama in Taipei, signed with Storm Model Management as a performer. My whole sense of discipline, of what "good" looks like, of how much invisible work sits underneath something that appears effortless on stage, that all comes from those years.

A stress fracture ended that path. At 21, I moved to LA with no plan. I worked through food service, sales, and ecommerce before I found design almost by accident. And once I found it, it felt like the same instinct I'd had on stage, just pointed at a different craft: build something precise, build something beautiful, and make the work carry more than what's on the surface.

After going back to school at ArtCenter College of Design, I started over as an Art Director at Decoded Advertising, working on major accounts like T-Mobile, VISA, and TOMS, before moving through ecommerce creative roles where I got fluent in digital and direct-to-consumer, channels I already understood well by the time I joined Beekeeper's Naturals in 2021 as their first senior creative hire.

Building a creative function from the ground up.

There was no team, no system, no visual language, when I started it was just a brand with real potential and no one dedicated to shaping it. Packaging and retail at scale were completely new territory for me; I learned them on the job, and somewhere along the way, consumer packaged goods became a discipline I genuinely love, not just one I fell into.

Over five years, I built the creative function at Beekeeper's from the ground up. Through four changes in executive leadership above me, each with a different philosophy, a different set of constraints, a different lesson. I learned to hold onto my own point of view under pressure. I learned to operate in rapid growth without losing quality.

I've had the room to lead with real strategic vision, developing brand identity, packaging, campaigns, ecommerce, and retail execution across a portfolio that's grown to 100+ SKUs