DFS Group / LVMH
As a freelance in-house designer at DFS Group, a luxury travel retailer with global locations and flagship stores in Asia, I worked on a variety of in-store visuals for seasonal promotions, product launches, and cultural campaigns. Our design team supported retail locations worldwide, producing everything from small graphic assets to large-scale promotional signage.
My role included illustration, layout design, and packaging mockups for branded campaigns across DFS locations. I often worked directly with store teams to ensure all visual requests adhered to brand guidelines—including typography, color palettes, logo placement, and composition standards. I was also responsible for approving or refining externally proposed visuals to ensure brand alignment.
A few of the featured pieces include illustrations I created for events like 11.11. and the Venice Film Festival, which were printed and displayed in-store. For some seasonal campaigns, I collaborated closely with the Creative Director to finalize the exact color direction and tone.
Each design followed a multi-step process of research, sketching, internal feedback, and store-level approval. This role deepened my understanding of luxury branding and the cultural nuances of retail design in an international context.
Role: Graphic Designer
What I delivered: Digital and Print Design, Package Design, Motion Design, Wayfinding
Tools: Photoshop, InDesign, Illustrator, After Effects
Location: Hong Kong, S.A.R.
