HP Studio

Design Management
at Scale

Rebuilding a global creative org. Shaping HP's new visual identity. Leading lifestyle production across continents. From 40 in China to 17 worldwide — building teams that deliver.

重建全球创意组织。参与塑造惠普全新视觉识别。跨洲主导生活方式影像制作。
从中国区 40 人到全球 17 人——组建能打硬仗的团队。

Brand Upgrade

The Blueprint Behind the Blue.

When HP embarked on its biggest global brand refresh in years, I wasn't just a spectator. My cross-disciplinary background — spanning architecture, advertising, and digital product design — shaped how I contributed to the new VISID framework.

The result? A system that didn't just look good in a deck — it worked in the wild.

当惠普启动近年来最大规模的全球品牌焕新时，我并非旁观者。跨越建筑、广告和数字产品设计的多元背景，塑造了我参与新 VISID 框架的方式。

结果？一个不只存在于 PPT 里好看，而是在真实场景中有效的系统。

Selected pages from HP's new VISID guideline.

Partnership

HP Blue in a Ferrari Red World.

When HP became a major partner of Scuderia Ferrari, we faced a design paradox: how do you co-brand with the most iconic red in motorsport — without losing your own blue?

The answer wasn't compromise. It was a new visual language. Ferrari brought the speed. We brought the clarity.

当惠普成为法拉利车队的主要合作伙伴时，我们面临一个设计悖论：如何与赛车界最具标志性的红色联合发布——同时不丢失自己的蓝色？

答案不是妥协，而是一种新的视觉语言。法拉利带来速度。我们带来清晰。

Production

Behind the Product.

Directed lifestyle photography and B-roll production for HP Print across Asia, Europe, and China. The brief was always the same: products in real life — natural, unposed, effortless.

I led the creative direction from casting to final cut, ensuring every frame stayed true to HP's global voice while resonating locally.

为惠普打印业务主导亚洲、欧洲和中国地区的生活方式摄影与 B-roll 制作。需求始终如一：产品融入生活——自然、不做作、毫不费力。

我从选角到最终成片全流程把控创意方向，确保每一帧在忠于惠普全球声音的同时，与本地产生共鸣。