Campaign for award-winning smart conference phone.
Tech
2021
ARCHIVED
LOGITECH: POWERED
Art direction for a wireless world of charging.
Mobility
2020
ARCHIVED
LOGITECH G: PLAY TO WIN
Designing for some of the best gear in esports.
Gaming
2020
ARCHIVED
LOGITECH K835
Conversion content for the love of mechanical typing.
Tech
2020
ARCHIVED
WOMEN'S TENNIS ASSOCIATION
Creating the ultimate fan experience for one of tennis' biggest events.
Tennis
2015
ARCHIVED
gethappy.io
Culture-shaping giving app for the new generation.
Fundraising
2019
ARCHIVED
[comfort zone]
Translating the essence of beauty into a visceral experience.
Beauty
2016
ARCHIVED
bluebell
Re-establishing the group’s legitimacy as Asia's leading brand distributor and curator.
Luxury Retail
2015
ARCHIVED
chalong bay rum
Award-winning rebrand and product design for Thai artisanal rum.
Distillery
2015
ARCHIVED
kering
Anecdotes of fashion & sustainability told through exhibition design.
Luxury Retail
2015
ARCHIVED
SHOJO GIN
Branding for a uniquely harmonious Japanese Craft Gin and Distillery
Beverage
2018
ARCHIVED
maximal concepts
Pioneering creativity for an internationally acclaimed restaurant and lifestyle group.
F&B, Lifestyle
2012-14
ARCHIVED
About
Hi, I’m Kafai. A Creative Director & Strategist
Hi, I’m Kafai. A Creative Director & Strategist
living in Hong Kong. I help create brands,
living in Hong Kong. I help create brands,
digital experiences, and story-driven
digital experiences, and story-driven
design solutions for people and businesses
design solutions for people and businesses
to achieve growth.
to achieve growth.
For 15 years, I have collaborated with teams to
For 15 years, I have collaborated with teams to
solve key challenges in startups, tech,
solve key challenges in startups, tech,
work, and play through implementing
work, and play through implementing
human-centred design with strategically
human-centred design with strategically
sound and impactful narratives that sticks.
sound and impactful narratives that sticks.
I’ve helped create new companies and advance
I’ve helped create new companies and advance
established ones, led teams, and launched
established ones, led teams, and launched
products across Europe, Asia, and the US.
products across Europe, Asia, and the US.
Currently, I am working at Logitech as
Currently, I am working at Logitech as
Creative Director / Strategist specialising in
Creative Director / Strategist specialising in
branding, and global marketing & communications.
branding, and global marketing & communications.
CAPABILITIES
● Brand Strategy
▲ Branding & Identity
■ Creative & Art Direction
□ Design
→ Digital Experiences
○ Campaigns
Approach
I believe in a creative process that is collaborative and multifaceted, rooted in 3 simple guiding design principles:
People & Purpose
Empathy and human connections are key to building strong relationships with your audience or customers. Strive to add value to people’s lives, take time to understand and create things are actually wanted and welcomed.
Big Picture Thinking
From product innovation to marketing, the path to world-class work requires a rigorous creative strategy—with clear, measurable objectives that aligns with the brand vision, and seamlessly connect with each element at every phase of the customer journey.
Growth-Driven Storytelling
The careful blending of design methodologies, imagination, culture, taste and skills—actioned into powerful creative solutions, that, not only address real-world problems and fosters business growth, but also exemplify the epitome of exceptional creative storytelling.
Expertise
Proudly multidisciplinary, I enjoy exploring new disciplines and the endless possibilities of combining them. My practice spans across various areas such as: Creative Direction, Art Direction, Creative Strategy, Design Thinking, Advertising, Illustration, Graphic Design, Copywriting, Digital Design, Web Design, UI/UX Design, Experience Design, Video, Motion and CGI.
Clients
Some of the thought leaders, doers and innovators I’ve had the pleasure to challenge the status quo with: