RESUME
CASE STUDIES
White Claw
experience funnel
Obsess VR. brand design white label,brand guideline
Snatch-O’
Jackery
idenity and campaign activatio n
yveslawliet@gmail com l www yvesjlu com/visual PROFILE
An experienced designer who can leverage the power of storytelling, multidisciplinary expertise, and passion for design innovation; lead teams in developing compelling concepts, and create innovative solutions that engage audiences across various industries and mediums A Strong sense of purpose and passion for creating a culture of supportive excellence, and inclusivity work within an entrepreneurial environment
EXPERIENCE
City Global
Creative Director
• City Global operates at the crossroads of a creative agency and a product development enterprise In my role as the Creative Director, I leverage AI and AR technologies to enrich our clients' experiences and help Fortune 500 companies bring their concepts to life I translate ideas into tangible consumer goods by managing the project cycle, from ideation and prototyping to launch
• Skill: Figma UI/UX, Vectary, Adobe Creative Suite, Deck Presentation
Obsess Inc
Creative Strategist-design, UI/UX, Business Development
• Led and developed over 30 detailed virtual experience concepts including spatial environment, user journey, and UI/UX with prominent clients across multiple verticals by working directly with the VP of Sales and the CEO These projects are for large current clients and sales prospects and represent an estimated over $2M in annual revenue
• Skill: Unreal Engine, Rhinoceros, Figma, Adobe Suite, Deck Presentation, Animation, Search, and Business Development Ver tical includes
Jerry, Start-Up
Project Lead-UI/UX Development
• Initiate and execute the ideation of a location-based messaging mobile application aimed at diversifying the messaging experience and prompting local merchants with a retail presence Including over 35 MVP design iterations and UI/UX research
• Organize and establish design guidelines for the iOS platform, at 3 7 3 version; Project manages and launches the MVP successfully within 6 months
• Establish a goal-oriented team by communicating vision and mission under a tight budget and timeline
• Skill: Figma, Adobe Creative Suite, Deck Presentation, and Project Management
Snatch-O’
Designer, Graphic Design and CPG
• Built a vertically integrated merchandise service for content creators and influencers Provided service including design, manufacture, and delivery of merchandise from client to customer within 6 months
• Researched and growth-tracked over 300 potential clients, and engaged in over 50 collaboration meetings and design sessions with a conversion rate of 10%
• Designed and customized over 500 content-specific pitch decks and talent-tailored outreach packages
• Skill: Adobe Suite, Deck Presentation, Client relation, Shopify, and Squarespace
Gehry Partners
Architecture Designer
• Produced proposals, and communicated through over 20 value engineering items and designed in response to client requirements in a large-scale museum project Achieve cost-effective outcomes of the 33% budget reduction goal
• Optimized third-party production pipeline and validated outsourcing quality through extensive interviewing and appointed service suppliers in manufacture, and 3d printing service Awarded bid and led to 80% of the cost-efficient outcome
CERTIFICATION
• Google Digital Marketing and E-Commerce Professional Certificate
EDUCATION
University of California Los Angeles (UCLA)
MS Architecture and Urban Design, technology cohort
• UCLA MS AUD Scholarship GPA 3 92/4
Southern California Institute of Architecture
Bachelor of Architecture GPA 3 83/4
• Won first place in MV Agusta Taiwan Flagship Competition & Commission
• Won a continuous 4 years scholarship at the Southern California Institute of Architecture
TECHNICAL SKILLS
• UI/UX: Figma, Vectary
• 3D software: Rhinoceros (Grasshopper, Python Script), Digital Project, Autodesk(Autocad, CFD, Revit)
• Graphic: Adobe CC (Photoshop, Illustrator, InDesign, After Effect, Premiere Pro), Keyshot, Mental Ray
• World Building: Unreal Engine, Unity, Maya, Zbrush, Cinema 4D, 3D printing, and Physical model manufacturing
Angeles, CA
Yueh Jung (Yves) Lu
Los Angeles, CA 2024 Dec-Now
1 NGO / NPO 2 Manufacture 3 Enter tainment & Media 4 Fashion Labels 5 Cosmetic 6 CPG
F inancial Ser vice 8 Food
Beverage 9 Education
7
&
Manhattan, 2022 Sep-2023 Aug
Angeles, CA 2020 Jan - 2024 April
Los
Angeles, CA 2019 Jan - 2020 Jan
Los
Los Angeles, CA 2018 June - 2021 June
Los Angeles,
CA
Los
PROJECT: PRODUCT DEVELOPMENT, BRAND GUIDELINE
SERVICE: PRODUCT WHITE LABELING
BRAND GUIDELINE
LOGOS:
GRAPHIC DESIGN
PRODUCT DEVELOPMENT
GUIDELINE:
BRAND: WHITE CLAW
COMPANY: MULTIPLE VERTICALS
CREATIVE STRATEGIST AT OBSESS INC.
SERVICE:
BRIEF: RESEARCH
3D
Obsess inc. is a digital platform and design agency that provide virtual experience for brands and organizations. My responsibilities includes research potential clients and produce comprehensive proposals include virtual environment, user experience, platform feature and prospect’s goal integration. CONCEPT
Prospects include:
Aflac
American Bar Association
Bloomingdale
BMW
British Telecom
Brunswick
Build-A-Bear
Byredo
Carolina Herrera
Clarins
Danone
Disney Music Group
Disney Park and Resort
Disney D100
Goodr
John Paul Mitchell System
La Pairie
Oral-B BMW Brunswick JPMS Mars La PrairieIDEATION
PRESENT
PRODUCT UI/UX
& PITCH
Lego
Levis
L’oreal
Mars Mecca
LVMH-Moet Hennessy
Narciso Rodriguez
NBC Universal
Oral-B
Purina
Steen & Strom
Starwars
UNICEF
xfinity
LAVAZZA LVMH DMG Bloomingdale Disney LEVIS Lavazza Paco RabanneSales Opps $2M+ 35+ Projects
Narciso Rodriguez Paco Rabanne
DISNEY 100
opportunity size: 150-200K
vertical: retail CPG / Entertainment
The project proposes a virtual activation during Disney’s 100-year celebration, derived from the slogan ‘100 years of wonder.’ Visitors will shrink themselves inside the clock and explore each different themed vault by entering the protal.
GOODR
opportunity size: 150-200K
vertical: CPG
Goodr is a sunglass brand based in Southern California. Each year, the brand has a special product launch activation.
This proposal is themed ‘Summer Farmers Market’ and includes their branded mannequin (the flamingo), the Southern California aesthetic, and branded product displays in one immersive virtual environment.
COMPANY: SNATCH-O’
PROJECT: PRODUCT DEVELOPMENT, BRAND DESIGN
SERVICE:
BRIEF:
CLIENT RELATION
PRODUCT DEVELOPMEN T
GRAPHIC DESIGN
Snatch-O’ is a company that design, manufacture and fulfill merchandise for content creator. As the creative lead at Snatch-0”, I create the graphic and visual identities for our clients and prospects. My responsibilities involve design and developing personality logo, graphic design, and managing the client and factory relationship.
Pitchdeck sample: We have 300 of pitchdecks produced for our client out reach; each of them include personalized visual identity and logo that echo to creator’s branding and content.
we make cool merch.
Snatch-O’ is here to provide an integrated merchandise building service for content creators like yourself. We want your fans wearing your merch and looking awesome. The next few pages explain what we have in mind. Please have a look. Hi! *The progressive model is calculated at the end of every v product cycle. *As our pilot candidate, we have waived the design fee for you. The precentage of the profit is calculated from the net profit. ** Net profit = Sale price cost of production potential extra shipping cost 1-256 pcs $0- $1600 $1800- $3800 $4000- $8000 $8500+ 60% 257-512 pcs 63% 513-1024 pcs 65% 1025+ pcs 70% your share your est. profit 40% 37% 35% 30% our share sales number *You just do you. We take care of all the hassle. PRODUCTION DESIGN CREATE CONTENT SHIP SALE YOU PROMOTE
DESIGN
We
PRODUCTION
There
New
SHIP
We
provide design services to show who you are and help you build your personal brand. We will further explain the process and answer any questions or concerns you may have in person or via facetime. Then during this phase, we will design and submit proposals for your comment and approval.
total
purchased online.
are so many ways to make merchandise but we know how to make it nice. We handle the production based on the
amount of pieces
you don’t have to.
use pre-sale’s profit to create samples and initial inventory for o cial sale. You promote the approved merch on your platforms and link them to place orders on our platform.
handle the shipment so
We
SALE
*This time table is subject to adjustment. DESIGN 1-2 WEEKS PRE-SALE 1 WEEK PRODUCTION 5-10 DAYS SALE 2 WEEKS SHIP 3-5 DAYS PRE-SALE SHIPMENT 3-5 DAYS PRODUCTION 5-10 DAYS Snatch-O' For Tony Paul Design 01 Snatch-O' For Tony Paul Design 02 www.SNATCH-O.com LET'S BE AWESOME TOGETHER
merchandise launch on demand to keep your fans engaged!
PROJECT: PRIME DAY ACTIVATION
SERVICE:
MEDIA CAMPAIGN
WEBPAGE AUDIT
BRIEF:
GRAPHIC DESIGN
Jackery, a leading provider of portable power solutions, is gearing up for Amazon Prime Day with a focused campaign targeting North American audiences. This design brief outlines the requirements to optimize Jackery's website for North American content in preparation for the Prime Day activation.
SOLUTION
A: creative campaign proposal
B: graphically separate “story” and “information”. Using high quality photography to tell story and use vector art to convey information clearly
BRAND: JACKERY
Logo
1D1D1D E95D25 EC7B40
Color Palette
C: establish design logic and information hierarchy through the Amazon page to achieve visual consistency and improve browsing experience, browsing experience.
