Over a three-year partnership with Link REIT, I’ve led creative direction and execution across two of their core social media platforms (Instagram & Facebook), crafting content strategies tailored to diverse audience groups. In addition to daily content creation, I also spearheaded video production projects supporting their ESG initiatives, showcasing my versatility across design, storytelling, and motion content.
Instagram – Trend-Driven, Youth-Oriented Visuals
Developed visually engaging and trend-conscious post designs tailored for a younger demographic.
Leveraged design trends and content formats (e.g., carousel posts, quote snippets, cultural references) to make Link’s properties feel contemporary and share-worthy.
Introduced knowledge-based and lifestyle-oriented content to humanize the brand and encourage authentic interaction.
Facebook – Informative & Community-Focused Messaging
Adapted content to suit a more mature and broad-based audience.
Focused on informational layouts, clearer typographic hierarchy, and longer-form storytelling to convey property features, events, and community news.
Ensured synergy with Instagram content while fine-tuning tone and structure for higher engagement on Facebook.
Video Content Production – ESG Campaign
Took the lead on a special project to create a corporate ESG promotional video highlighting Link REIT’s green initiative to eliminate plastic umbrella bags in malls.
Planned storyline, directed live-action shoot, and handled post-production editing, resulting in a compelling, on-brand message with strong internal and external reception.
This project was an extension beyond our initial scope, invited by the client in recognition of our creative vision and execution quality.
Video plot writing, Shotting & Editing
My Role:
Art Direction · Content Strategy · Graphic Design · Social Campaign Design · Video Production
Tools Used: Illustrator · Photoshop · Premiere Pro · After Effects
Tools Used: Illustrator · Photoshop · Premiere Pro · After Effects
All works showcased in this portfolio are the original creations of the designer and are protected by copyright. Unauthorized use, reproduction, or distribution of any content is strictly prohibited. If you're interested in collaboration or have any inquiries, please feel free to get in touch.