About
How I work
I work out the strategy first, then direct the work that delivers it.
In twelve years as a designer, art director and creative director I've worked on APAC campaigns for F-Secure, a national brand system for the Malaysian Digital Association, a brand revival for Tit Tar Man, a crypto exchange for HKD.com and consumer expos with 300,000+ visitors for TCE. Today I lead up to 12 creatives across two to three teams in Kuala Lumpur.
I've worked in design, marketing, copywriting, performance analytics and account servicing, so I know the client's side of the table. Brand positioning, campaign planning, performance marketing and CRM are as much my job as the creative, and every piece of work has to answer to a business result.
How I lead
I match teams to clients by strength and rotate people to keep the thinking fresh. I join client calls myself, because the best creative comes from hearing the problem firsthand. I've promoted two creatives into senior roles and kept 10 of 12; the two who left went on to bigger jobs.
Every month I check in with each person about their work and where they want to go next. I started after missing that one designer wanted to move from print into UI/UX.
“Design is humanity: designing for humans, as humans. The more you live, the more different your work becomes.”
Experience
2024 to now
Senior Art Director
HiSEVEN Sdn Bhd
Leading creative direction for F-Secure APAC and the Malaysian Digital Association (MDA), with up to 12 creatives across two to three teams.
- Full creative and marketing support for F-Secure APAC, contributing to about 30% growth in activations for one partner
- Built and direct a team of up to 12 creatives
- Part of the team that won the TechBehemoths Global Excellence Award 2025
2022 to 2024
Creative Manager
Designerd Co / HKD.com / yrNFT / ChainGate
Led branding and visual identity across fintech, Web3 and SaaS clients.
- Rebranded the HKD.com crypto exchange for Gen-Z and millennial traders
- Wrote the go-to-market strategy for yrNFT, an AI-driven NFT platform
- Led booth branding at major Hong Kong conventions
2019 to 2021
Digital Marketing Head
The Bone Concept (Tit Tar Man)
Directed creative and digital communication across three branches.
- 150% sales increase after the rebrand
- 10,000 customer registrations in the first year
- Grew the brand from one branch to three
2016 to 2020
Brand Management Specialist
The Concept Exhibition (TCE)
Directed brand identity and multi-million ringgit campaigns for Malaysia's largest consumer expos.
- Campaigns delivering 300,000+ walk-ins per event
- Directed the brand launch at MITEC under close industry scrutiny
- Cut A&P costs by 15% through design optimisation
Education
2014 to 2015
BA, Digital Media Design
Liverpool John Moores University
2012 to 2014
Advanced Diploma, Multimedia Design
Tunku Abdul Rahman College
2010 to 2012
Diploma, Multimedia Design
Tunku Abdul Rahman College
Recognition
2025
TechBehemoths Global Excellence Award, Branding and UX/UI Design
Awarded to HiSEVEN, where I lead the creative team
What I bring
Strategy and direction
- Brand strategy
- Creative direction
- Art direction
- Campaign design
- Digital and social strategy
- UI/UX design
- Team leadership
- Client relations
Marketing and analytics
- Meta Ads
- Google Ads
- Google Analytics
- HubSpot
- Mailchimp
- SEO and SEM
Tools
- Photoshop
- Illustrator
- InDesign
- After Effects
- Premiere Pro
- Figma
From people I've worked with
“Wayne brings together design, branding, and marketing in a way very few designers can. His leadership and execution helped HiSeven shine and stand out, and seeing the team win the Best UI/UX Award 2025 was one of our proudest moments.”
“Wayne is not someone who fits neatly into a single role. His skill set spans design, copywriting, video editing, animation, as well as account and project management. But what truly sets Wayne apart is the way he leads and develops people. I saw firsthand how he brought together a creative team that felt both driven and deeply supported. Instead of leading through instructions alone, Wayne invests in his team — helping individuals build confidence while raising the overall standard of the work.”
“I worked with Wayne as my Art Director, and he's honestly a very chill and approachable person — someone you can talk to about anything. He always stood up for the team when something felt off with the client. He genuinely tried his best to fight for better outcomes and protect the quality of the work. He's friendly and easygoing, but also very clear and direct with feedback. Overall, it was a really good and comfortable experience working with him.”
“Working with Wayne was a great experience. As an Art Director, he has a strong eye for detail and a clear creative vision, while still being very open to collaboration and feedback. He communicates ideas clearly, gives thoughtful direction, and creates an environment where the team feels supported to do their best work. The outcomes we achieved together were a direct result of his leadership and passion for design.”
“Mr. Wayne has great leadership qualities as he guides me through all the challenges despite me being a fresh graduate at the time. He is capable of doing anything from design related tasks to management tasks. He also has great personality traits as he is very positive, kind and helpful towards others. I had a great experience working with him and would definitely recommend him as a great leader!”