The Resume
The full model specifications, version history, and deployment records for em.model.hu.
Currently shaping the world’s perception of the weirdlab-grown cosmetics, wacky, wonderful and wholly newcultured meat by translating the unfamiliarnew age life-coaching into the culturally legiblefoie gras bagels.
Work Experience
Currently building brand worlds across food and beverage, biotechnology, and beauty. Work spans brand identity, art direction, packaging, video, copywriting and brand strategy, campaign development, and AI creative production.
- Drove the design and asset rollout for the launch of the world’s first cultured foie gras (Forged by Vow) across Singapore and into Hong Kong (new market launch), with PR coverage in three languages across luxury and food-tech press.
- Introduced AI-fluent creative production at Vow, working across Figma Weave, Claude Code, Cursor, and Claude-enabled Blender. Used it in live work: AI brand world imagery for Exvivo and Iron Chook (coming soon), human/model hybrid ad production for Forged’s D2C store, and portal web development and 3D packaging work for Exvivo.
- Brought Forged’s cultured foie gras from fine dining to Singapore’s locals via “The Foie-King Bagel,” a Two Men Bagel House brand collab where I owned end-to-end creative (copy, video, social, merch, event): five sell-outs in week one, 2,000 sales in month one, 450K+ organic views, and earned press features from the likes of Time Out and Vogue.
- Built a social-media content engine for Exvivo in Claude Code: a plug-and-play pipeline from industry and trend research to twice-reviewed, brand-ready production, with caption writing and an optional auto-scheduler. Case study coming soon.
- Refreshed and extended the Forged brand identity with new typography, monochrome animal-print textures and an expanded palette; rebuilt the website, pushed the story.
- Art directed, styled and retouched Forged’s photography over multiple shoots, the imagery running across press, social and print in the likes of Robb Report, Vogue and SBS. One new product shoot alone delivered our most-circulated images: seven dishes, 25 shots, one day, less than $5K.
- Owned Forged’s packaging end-to-end: from fine-dining-only into retail (73% cost cut) and a six-product B2B system (carton, secondary and tertiary packaging, inserts).
- Built brand systems and launch kits (brand books, type and colour systems, asset libraries) for Iron Chook, Membrane Actives (0 to 25% of revenue in four months, APAC), Exvivo ($250K annual-returning in three months) and Federated Biologics. Case study coming soon.
- Reframed cultured meat as a complement to traditional meat, not a replacement, in ANZ through the “lab-grown” re-education influencer campaign. Led influencer strategy and management; supported PR partners in Singapore, Hong Kong and Australia.
- Ideated and co-developed Forged’s first festive campaign, “Naughty and Nice” with Tiong Bahru Bakery: a five-pastry line across 19 outlets, made for Singaporeans to pick their naughty side. Landed earned coverage across titles like Esquire Singapore, Urban List, and Alvinology.
- Launched a D2C FMCG e-commerce store in two weeks, scaling from zero to ~30% of company revenue in two months while lifting contribution margin by ~90 points.
- Print collateral: a dish showcase book, product and catering catalogues, restaurant-collab menus (Two Men Bagel House, Black Cow, Fizz, Wakanui Grill), event posters and co-branded signage.
- Video: shot and edited content for Forged’s social channels.
Freelance design and art direction for selected clients: full brand builds covering brand identity, illustration, signage and wayfinding, social and video content, websites and copy.
- GEM Early Learning: a franchise childcare brand identity creation (brand identity, illustration, social media production, video editing, wayfinding signage) that drew a +30% increase in enrolments across all three centres in three months, doubling within a year, and selling for $7M three years after that.
- Meridian Care: a massage to holistic wellness brand repositioning (brand identity, document design, wayfinding signage) that grew new clients by 40% in four months.
- Puddleducks Early Learning Centre: a childcare rebrand (brand identity, illustration, graphic design, art posters, wayfinding signage) that drove a 50% increase in enrolments within six months, aiding a second centre business expansion one year later.
- Flomar Civil: a civil-engineering brand refresh (brand identity, website design, signage) that saw a ~25% increase in tenders won from ideal clients in six months.
Small creative agency. Started in copywriting and grew into an all-round creative role across brand identity, website design, EDM and campaign work for a mixed client roster.
- Wrote website, social, blog, and presentation copy for all eight retention clients (from property development to life coaching); also edited an author-client’s second book, The Tya Practice.
- Co-launched 4B The Label, a fashion label releasing a clothing line by four rugby league–playing brothers. Owned copywriting and EDM campaigns, supported brand strategy, photography, website build, and launch rollout.
- Collaborated with the Senior Creative on brand identity and website design, leading the messaging and assisting to set the visual direction.
- Led NDIS provider-satisfaction research during the scheme’s national 2019 rollout. Conducted interviews, synthesised insights, and wrote reports that shaped our client’s rollout strategy.
- Built, ran, and reported on Meta ad campaigns using Meta Business Suite and Ads Manager.
- Pitched creative concepts, marketing strategies, and brand strategies directly to clients after supporting new-client branding and messaging workshops.
- Managed day-to-day campaign operations for multiple clients, maintaining brand consistency, and delivering regular analytics and performance reporting.
Marketing and brand communications across digital materials, EDMs, project submissions, media releases and PR support.
- Wrote, designed, and delivered digital marketing materials, articles, and media releases.
- Created EDMs, EOIs, and project submissions, and developed branding materials that built a stronger, more consistent brand presence.
- Ran competitor analysis, tracked content performance, maintained media/PR databases, and supported the PR consultants to grow media relations.
A digital helping hand for environmental, sustainability groups.
- MacDonald Valley Association: Illustrated posters for a grassroots wildlife road-safety campaign to raise awareness of the native wildlife at risk of highway traffic.
- Landcare Australia: Volunteer graphic design, social content creation, and marketing assistance.
- Pro-bono work for the most demanding client: me. Built masonemily.com from Figma with Claude Code (development only) as a portfolio piece that just so happens to also be the portfolio.
Education
Recognised in Australia/APAC’s intensive course for creatives.
Simultaneously worked and studied full-time (en)during ‘20.
A triple major in Economics, Marketing, and Communications.
Ranked in Australia’s top 6.7% of all high school graduates.
Skills
Software & Tools
Adobe Creative Suite (Illustrator, Photoshop, InDesign, Premiere Pro), Figma Suite (Figma, Figma Weave, Figma Motion), Claude Code & Cursor (AI creative production), Shopify.
Design & Strategy
Document design (typography, layout, visual hierarchy), brand design (brand, visual identity), packaging design, graphic design, illustration, video and image (editing, retouching).
Art direction (concept to execution), photo and video shoot direction (styling, props, on-set, post), brand and go-to-market strategy, and copywriting.