Hello, I'm Winnie Lee, a London-based designer working with forward-thinking startups and global brands.
My creative philosophy starts with a deep understanding of the client’s business and products, combined with insights and strategy, and turning them into holistic branding and considered design solutions.
I have over 20 years of experience as an Art Director/Designer in Advertising, Branding, Digital and Integrated agencies located in London, Singapore, Shanghai and Helsinki.
The diverse range of clients that I have worked with include American Express, British Airways, British Gas, BT, Coca-Cola, GSK, Microsoft, Nokia, Sephora, Starbucks and Tiger Beer.
The projects I have worked on span across a wide range of design disciplines covering branding, digital (UI/UX) design, print design, spatial/experiential design, integrated advertising, direct marketing, packaging and videos/animations.
After the completion of my Master’s degree (with distinction) in Graphic Branding & Identity at the London College of Communication, University of the Arts London (UAL) in 2012, I started my own design studio with a focus on branding and digital design.
SERVICES
Branding & Identity design (Strategy / Brand development and activation)
Digital Design (UI / UX for Website and Mobile App)
Print Design (Marketing Collaterals, Publications, Packaging)
Art direction & Concept development (Advertising, Direct Marketing, Photography, Video)
Spatial & Experiential design (Events, Exhibitions)
Digital Design (UI / UX for Website and Mobile App)
Print Design (Marketing Collaterals, Publications, Packaging)
Art direction & Concept development (Advertising, Direct Marketing, Photography, Video)
Spatial & Experiential design (Events, Exhibitions)
PROJECT SECTORS
Airline | Arts & Culture | Automotive, | Beauty | Charity | Education | Fashion | Finance | Fintech | FMCG | Food & Beverage | Healthcare | Technology | Telecommunications
EXPERIENCE
Freelance Branding & Digital Creative (UI / UX / Print)
London, Apr 2011 – Present
Advertising/Digital/Integrated Agencies: AKQA, JWT, Ogilvy, TBWA, SapientNitro, BBH Shanghai
Branding Agencies: Elmwood, Hugo&Cat (Futurebrand), Interbrand London
Select Clients: Amex, Barclays Private Bank, BICS, BlackRock, British Airways, British Gas, BT, GSK, F1, Land Rover, Microsoft, Nestlé, Philips, Sephora.
Select Startups: Ekofolio, Fuel for Learning, Kore, Tengri.
London, Apr 2011 – Present
Advertising/Digital/Integrated Agencies: AKQA, JWT, Ogilvy, TBWA, SapientNitro, BBH Shanghai
Branding Agencies: Elmwood, Hugo&Cat (Futurebrand), Interbrand London
Select Clients: Amex, Barclays Private Bank, BICS, BlackRock, British Airways, British Gas, BT, GSK, F1, Land Rover, Microsoft, Nestlé, Philips, Sephora.
Select Startups: Ekofolio, Fuel for Learning, Kore, Tengri.
Co-founder | Director of Brand & Art
Tengri (Luxury Lifestyle & Fashion)
London, Sep 2013 – Present
Tengri (Luxury Lifestyle & Fashion)
London, Sep 2013 – Present
Senior Art Director
Touch Worldwide
London, Apr 2009 – Mar 2011
Clients: Microsoft, Nokia, Starbucks
Touch Worldwide
London, Apr 2009 – Mar 2011
Clients: Microsoft, Nokia, Starbucks
Senior Art Director
Contra Integrated Creative Services
London, Nov 2002 – Mar 2009
Clients: Nokia, Blyk (Mobile network for youth), Battery Energy Drink
Contra Integrated Creative Services
London, Nov 2002 – Mar 2009
Clients: Nokia, Blyk (Mobile network for youth), Battery Energy Drink
Art Director
M&C Saatchi
Singapore, Feb 2000 - Aug 2002
Clients: Coca-Cola, BMW, Tiger beer, SingTel Telecoms, Standard Chartered, Singapore Post, Roche, Miele, Keppel Land.
M&C Saatchi
Singapore, Feb 2000 - Aug 2002
Clients: Coca-Cola, BMW, Tiger beer, SingTel Telecoms, Standard Chartered, Singapore Post, Roche, Miele, Keppel Land.
Art Director
141 Bates
Singapore, Feb 1998 - Feb 2000
Clients: Nokia, Nike, Discovery Channel, Coca-Cola, Heineken, HSBC, SAP.
141 Bates
Singapore, Feb 1998 - Feb 2000
Clients: Nokia, Nike, Discovery Channel, Coca-Cola, Heineken, HSBC, SAP.
RECOMMENDATIONS
“Winnie is a talented creative who consistently delivers a high standard of work which has a rich depth of thought coupled with an understanding of strategy. She takes her ideas from conceptual to finalised designs with a high level of attention to detail. I've found her to be a pleasure to work with and have no hesitation in recommending her.”
– Paul Ponting, Creative Director at Interbrand
– Paul Ponting, Creative Director at Interbrand
“Winnie has led all creating work at Kore since the company was set up. From coming up with our name and logo, to establishing our visual identity, to designing the UX of our platform, to creating our website, she has been able to navigate every request and meet every deadline, even the most unreasonable and ambitious ones. Her work is elegant, her delivery is pristine. She listens, she adapts, she produces beautiful output. She also has the quiet confidence and the maturity to lead the work and express her creative opinions rather than simply execute instructions. Over and over again she saved me from my own bad ideas, always gracefully and always with a smile. As a company, we are really lucky to have Winnie as part of the team and we look forward to working together on many more projects. Personally, I cannot recommend her more, she is absolutely brilliant.”
– Sabrina Del Prete, Founder & CEO at Kore Labs
– Sabrina Del Prete, Founder & CEO at Kore Labs
“Winnie is the full package. She is creative, skilled, hardworking, a great team player, willing to take on responsibility and is fun to have around. We will miss her.“
– Paul Haverly, Creative Director at Touch Worldwide
– Paul Haverly, Creative Director at Touch Worldwide
“Winnie a super talented and professional Art Director with impeccable work ethics. I have worked with Winnie in numerous projects and she never fails to deliver well over the expectations. And she is fun to work with!”
– Antti Orhling, CEO at Contra Integrated Creative Services
– Antti Orhling, CEO at Contra Integrated Creative Services
“Winnie is without a doubt one of the most commercially savvy and capable designers I have ever worked with. She combines a passion for clear, cut-through design with an instinctive understanding of the goals and audiences of every piece of content or design that she creates – whether that's a logo, a print ad, a poster, or a white paper. Great work ethic, service with a smile. I look forward to working with her, every time.”
– Anu Ramani, Founder at Isoline Communications
– Anu Ramani, Founder at Isoline Communications
“Winnie is one of the most driven and dedicated Art Director I've had the pleasure of working with. She was the creative driving force behind the phenomenally successful juice drink brand Qoo launched by Coca-Cola Singapore. Winnie is relentless and while working on Qoo, she never failed to amaze me with the countless ways in which she approached a brief. It was a joy having her on the team because you know you can always trust her to deliver, beyond what's expected and imaginable.“
– Mylene Ong, Planning Director at BBH Shanghai
– Mylene Ong, Planning Director at BBH Shanghai
“Winnie is an extremely talented Creative Designer and Art Director. Regardless of the size of the project, she brings her sense of style and design into each and every detail of the project. As an Art Director, she is multi-talented, everything from 3D animation to event design, she’s capable of it. Winnie is also probably the fastest and most punctual Art Director I've ever worked with. She is an extremely nice and easy person to be and work with. Working with her is always great fun!"
– Hannu Koro, Account Director at Touch Worldwide
– Hannu Koro, Account Director at Touch Worldwide
“Winnie did some branding and creative design work for me when I set up the Bariatric and Metabolic Clinic. She is extremely professional and at the same time, very creative. She has a great attention to detail and will communicate very well. It was an absolute pleasure working with her. I can't wait to do more work with her.“
– Florence Barkats, Clinical Research Director at Acurable
– Florence Barkats, Clinical Research Director at Acurable
ACHIEVEMENTS
• 2013 New Brand Awards – Best professional logo (for Tengri).
• Distinction for Master's Degree in Graphic Branding & Identity at LCC.
• Works featured in ADWEEK & Campaign Brief Asia.
• Self-promotion & Design Awards from HOW Design Magazine.
• Distinction for Master's Degree in Graphic Branding & Identity at LCC.
• Works featured in ADWEEK & Campaign Brief Asia.
• Self-promotion & Design Awards from HOW Design Magazine.
TECHNICAL SKILLS
Adobe XD, Photoshop, Illustrator, Indesign
Microsoft Word, Powerpoint
Print process, Digital process, Artworking
Knowledge of HTML5, CSS, Javascript
Microsoft Word, Powerpoint
Print process, Digital process, Artworking
Knowledge of HTML5, CSS, Javascript
EDUCATION
London College of Communication (LCC), University of Arts London (UAL)
UK, Jan – Dec 2012
Master's Degree (Distinction) in Graphic Branding & Identity
Elective courses: Service Design (Distinction); Letterpress; Screen printing.
UK, Jan – Dec 2012
Master's Degree (Distinction) in Graphic Branding & Identity
Elective courses: Service Design (Distinction); Letterpress; Screen printing.
Nanyang Academy of Fine Arts (NAFA)
Singapore, 1995 – 1997
Graphic design
(Best in Typography; Best in Illustration)
Elective courses: Chinese painting; Life drawing.
Singapore, 1995 – 1997
Graphic design
(Best in Typography; Best in Illustration)
Elective courses: Chinese painting; Life drawing.
LANGUAGES
English (Native)
Chinese/Mandarin (Professional working proficiency)
Chinese/Mandarin (Professional working proficiency)