Yixiang Chen is a brand and design director specializing in design systems. 

 

Adaptive to shifting trends and organizational transformation, his experience spans sectors from digital assets, retail, consumer electronics, beauty & cosmetics to energy, hospitality, and financial & banking.

 

He is mindful of the drivers behind a business strategy, understanding and delivering core deliverables that matters. 

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He develops brand identities and design systems that reflect brand positioning and articulate design principles across collaterals, TV & mobile UI, packaging, and environmental signage design. Establishing precise principles that guide how a brand comes to life at each touchpoint and evolve across the broader experience. 

 

In his earlier role as design director at Lippincott, he worked with clients like Samsung, Amore Pacific, Giant, Doosan, Lotte, GS Retail, Sapura Energy, IHG, Prudential, and Unionpay across South Korea, China, Hong Kong, Taiwan, and Malaysia. 

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He was previously the brand director at the digital assets exchange AAX. He has successfully curated a series of highly distinctive brand experiences, booth concepts, and designs of the physical spaces. He provides strategic and innovative insights and constantly seek to deliver impact against the fast-moving industry landscape.