Case Studies
Three projects, broken down the way they actually happened. Where a result is documented, it's shown; where it isn't yet, you'll see what was delivered and what I'd do differently — not an invented number.
ALS Pharma Marketing
Challenge
ALS needed conference-ready marketing materials and campaign creative for major pharma industry events — BioAsia 2025 and CPhI India 2024 — where the company's testing and market-entry services had to stand out among established competitors.
Objectives
Produce a consistent set of conference and campaign assets — booth and event promotion, email campaigns, and market-entry materials for European and UK pharma markets — on a conference-driven deadline.
Approach & execution
Designed a recognizable visual system that could flex across formats: conference promotional graphics, AMR and water-quality testing service materials, email campaign creative for CPhI India 2024, and company branding (the ALS C&T series), alongside recruitment and seasonal materials for the same client relationship.
What I delivered
A full set of conference and campaign creative across two major 2024–2025 industry events, plus supporting brand and email materials — designed, not templated.
What I learned
Pharma marketing has to balance regulatory-conscious messaging with the same visual polish as any other B2B campaign — a constraint that shaped how direct the campaign copy could be.
Tools & role
Design and campaign creative, working directly with the ALS marketing function.
Logistics & Freight Marketing
Challenge
A logistics and freight forwarding business needed a company profile presentation and campaign creative to support a Shanghai 2025 industry conference and ongoing shipping/cargo promotion.
Objectives
Communicate global shipping capability clearly — routes, service reliability and reach — to an industry audience that responds to specificity, not generic freight marketing language.
Approach & execution
Built the Shenglong Logistics Company Profile presentation deck, alongside social posts and flyers built around direct route- and service-specific messaging, and a multi-slide "Global Sourcing. Seamless Shipping. Single Window." campaign covering finance and logistics service lines.
What I delivered
A conference-ready company profile deck plus a full campaign set — social creative, flyers and route-specific promotional graphics.
What I learned
In freight/logistics marketing, specificity (named routes, named services) consistently outperformed generic "fast, reliable shipping" messaging in what the client asked to see more of.
Tools & role
Presentation design and campaign creative.
Real Estate Content Series
Challenge
A UK-based property business needed a recurring content system — not one-off graphics — to keep its audience engaged with market updates, valuations and property listings.
Objectives
Build a repeatable format for market updates and property content that could be produced consistently without redesigning from scratch each time.
Approach & execution
Designed a recurring content system covering a "Property of the Week" series, a "UK Property Market Update" monthly format, free-valuation and "Discover What Your Home Is Truly Worth" campaigns, and a four-part "Property Trends 2025 — What Buyers Want" series.
What I delivered
A templated, recurring content system spanning market updates, property valuations and trend content — built once, reused monthly.
What I learned
A consistent, repeatable format matters more for real estate content than one striking one-off design — the client's team needed to be able to produce it reliably without a designer involved every time.
Tools & role
Content design and system design.
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