VIEW
CASE

Kafai Mak

Ka

Stories for

 Brands

 People

 Platforms

 Progress

 Brands

Kafai Mak is a Creative & Design Director who has a knack for turning what ifs into real-world solutions.

Case Studies

2016-23

Taking a pop at the gen z market

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1/8

Logitech: Speaking the Gen Z language through emoji-fluent storytelling, vibrant aesthetics, and global influencer strategies 🌎 to create an expressive Personality That Pops platform.

REFRAMING ERGONOMICS

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2/8

Logitech: The Lift Yourself Up campaign featured real people sharing their stories and experiences with the aim to humanise the ergonomics category.

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work, reimagined.

3/8

Logitech: A fresh and vibrant makeover for Logitech’s B2B category — a comprehensive Workspace Wins design system with human-to-human approach.

OWN YOUR SPACE

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4/8

Logitech's first dedicated campaign for China — Own Your Space encouraged design-conscious millennials to unapologetically express themselves.

serving cluckin' good vibes

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5/8

Little Birdy: A brand and digital experience befitting of the restaurant's fun and cheeky attitude towards food, health, chicken and having a flockin' good time!

building a new era of hospitality

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6/8

The Hari Hotel: Defined the strategy and built a brand identity that told story of heritage, elegance, and three generations of hospitality.

unleashing the heroes within

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7/8

Heroes Beer Co.: Through integrating design thinking workshops, we co-created a brand that brought out the extraordinary potential of beer enthusiasts.

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Revitalising a city's historical past

8/8

Capitaland's Raffles City: Immersive showsuite design and spatial narratives for China's tallest residential development in Chongqing.

Archived Projects

● Portfolio on request

LOGITECH: GATHER

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
gethappy.io

Culture-shaping giving app for the new generation.

Fundraising

2019

ARCHIVED
SHOJO GIN

Branding for a uniquely harmonious Japanese Craft Gin and Distillery

Beverage

2018
ARCHIVED
[comfort zone]

Translating the essence of beauty into a visceral experience.

Beauty

2016
ARCHIVED
WOMEN'S TENNIS
ASSOCIATION

Creating the ultimate fan experience for one of tennis' biggest events.

Sports

2015
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
maximal concepts

Pioneering creativity for an internationally acclaimed restaurant and lifestyle group.

F&B, Lifestyle

2012-14
ARCHIVED
Short Story

Hey, I'm Kafai 👋 A Creative &
Hey, I'm Kafai 👋 A Creative &
Design Director living in Hong Kong.
Design Director living in Hong Kong.
I strategise, brand, advertise, create
I strategise, brand, advertise, create
experiences & craft rich narratives
experiences & craft rich narratives
that drives growth through building
that drives growth through building
human connections.
human connections.
For 15 years, I've proudly worn many
For 15 years, I've proudly worn many
hats, worked across a diverse range
hats, worked across a diverse range
of industries & solved some key
of industries & solved some key
challenges in startups & global brands
challenges in startups & global brands
along the way.
along the way.
CAPABILITIES
Creative Strategy
▲ Branding & Identity
Creative & Art Direction
 Digital Experiences
Advertising & Campaigns
Long Story
With a decade and a half of experience working with startups and global brands. Over the years, I've worn many 🧢 hats — from being a seasoned Creative Director, Brand Strategist and Art Director to serving as a Design Lead, Creative Strategist, Designer, Digital Artist, and Illustrator. I've worked across diverse industries, from Tech and Hospitality to Advertising and Spacemaking. The point is, as the industry and its needs change, I've learnt to grow with it.

As someone who is always eager for new possibilities, I like to believe I have a talent for turning 'what ifs' into real-world solutions. I've launched successful startups, built design ecosystems, transformed business categories, and created award-winning brand campaigns for both global and local markets 🌏

With a broad perspective, an eye for detail, and a deep pocket of specialties, I approach problem-solving with breadth and depth. I enjoy exploring new skills and bringing different disciplines together, both as an individual and collaborating with diverse teams.

I love pushing boundaries and tapping into each team member's unique strengths to create work that makes a real difference. I am constantly on the lookout for better and more intimate ways to co-design, create experiences, and build brands with our partners.

At the heart of everything I do is my passion for building human connections 👬 through storytelling and empathy. My goal is to create experiences that are strategically on-point, narratively rich, and deeply connected to your audience.

If you know me, you'll find me easygoing, curious, and passionate about continuous learning.
Expertise
My practice spans across various areas such as:

Creative Direction, Art Direction, Creative Strategy, Design Thinking, Advertising, Illustration, Graphic Design, Packaging, Copywriting, Digital Design, Web Design, UI/UX Design, Experience Design, Video, Motion and CGI.
Clients
Here are some of the thought leaders, doers and innovators I’ve had the pleasure challenging the status quo with so far: