miniso

MINISO’s original intention was to enable the young generation to enjoy life to the fullest through high-quality products and services that meet their needs. This was to ensure customers could access affordable, well-designed, and durable products that enhance their everyday experiences. This page shows my designs for their campaigns.


social media marketing

digital design
paid media marketing
photography
creative concepts

Project Overview
Created visual design solutions for multiple consumer brands, spanning digital, print, and marketing campaigns.

My Role
Led design from concept through execution, partnering with cross-functional stakeholders to align creative with brand goals and business objectives.

The Challenge
Adapt creative thinking across different brand voices, audiences, and deliverables while maintaining high design standards.

The Solution
Applied a concept-first approach to each project, translating strategy into visually distinctive, on-brand design systems and campaign assets. Balanced experimentation with consistency to ensure strong brand expression.

Impact

  • Delivered creative across multiple channels and formats

  • Maintained brand consistency while adapting to unique audiences

  • Strengthened storytelling and visual cohesion across campaigns


SOCIAL media ads / store product campaigns

Two people standing facing each other, one holding a blue backpack and the other holding a yellow tote bag with a pineapple graphic. The person with the blue backpack wears a green jacket and khaki pants, while the other wears a beige coat and blue jeans, with sunglasses hanging from the tote bag.
Five colorful containers labeled with numbers 1 through 5 and different color codes, arranged in a pyramid with numbers 1, 2, and 3 in front, and 4 and 5 stacked behind.
A hand holding a greeting card with a coffee cup illustration that says 'you are strong'; another card with a 'congratulations!' message and a drawing of an avocado.
A white humidifier with gold cat ears on top, emitting a thin stream of mist, placed on a white surface with a blurred green plant in the background.
A plush penguin wearing a face mask, a black hat, and a black bow tie, against a pastel background with abstract shapes and confetti, with logos that read 'Mini Soe' and 'Mask Heroes'.
A water bottle, a portable speaker, a phone in a armband holder, a pair of earbuds, and a small fish-shaped device are placed on grass. The water bottle is black with a yellow handle and gray lid. The phone is in a gray felt armband holder, and the earbuds are connected to the phone.
Two plush animal toys - a dog and a fox - on a wooden shelf, with a person's hands holding the dog toy that has a red band with white lettering reading 'Free kisses!' and the fox toy has a red heart with white text reading 'Sweet love.'
Person holding a pink plush toy with a cute face and mouse ears, outdoors on a sunny day.
Open suitcase containing travel essentials, a stuffed bear, and girls packing with travel and skincare items.
Pink foil balloons spelling out the word 'love' on a light blue background.
Yellow desk with Marvel-themed items including a comic book, phone case, AirPods case, and a yellow computer mouse, all featuring Captain Marvel design.
Three colorful birthday cards held in a person's hand against a bright yellow background. The cards include a rainbow with the words "HAPPY BIRTHDAY", a chat bubble-filled congratulations card, and a card with animated bean characters and the message "You're an amazing human bean".