CLAUDIA PUN

HONG KONG
pun.claudia@gmail.com

ART DIRECTOR
       /  SENIOR MANAGER, VISUAL COMMUNICATION

Dynamic visual communication and creative leader with extensive expertise in brand storytelling, art direction, multimedia design, environmental design and end-to-end creative strategy within the luxury travel retail and hospitality experiences sectors. Adept at architecting global omnichannel frameworks and mentoring cross-functional, cross-regional teams to translate brand stories into authentic human connections, inspiring both commercial business objectives and lasting guest loyalty.

I DO

Art Direction.
Creative Project & Assets Management.
Digital Design.
AI Assets Generation.

Master of Arts, Arts and Cultural Enterprise
Central Saint Martins, University of The Arts London

Bachelor of Design, Multimedia Design
Swinburne University of Technology

    

MY EXPERTISE




GLOBAL BRAND STRATEGY & LOCALIZATION

| SKILLS |
BRAND VISUAL STORYTELLING
GLOBAL CREATIVE GUIDELINES CREATION
CORPORATE COMMUNICATION DESIGN
SHOOTING GUIDELINES
PLANNING & MANAGEMENT
LOCAL TRAINING

Delivered senior, hands-on creative leadership and art direction, establishing international brand standards and comprehensive visual and signage guidelines for both online and offline environments, supported by scalable systems, style guides, and robust creative frameworks. Directed global creative strategy and execution for seasonal campaigns and evergreen assets, guiding in-house creative teams to ensure visual excellence, effective localization and market relevance across regions and campaign objectives.

Developed over 100 global guidelines, including a massive 220-page in-store signage and packaging system, for visual merchandising, creative execution, CRM programs and CSR initiatives. Collaborated closely with cross-functional stakeholders and multiple business divisions throughout the creative process, ensuring alignment and delivering high-quality, brand-consistent outcomes.CONTENT & VISUAL STORYTELLING

| SKILLS |
SCALABLE GLOBAL MARKETING CAMPAIGNS DESIGN
CONTENT CREATION
LOCAL MARKETING STRATEGY
LUXURY / YOUTH-CENTRIC AESTHETICS
END-TO-END CREATIVE PROCESS
PROJECT MANAGEMENT

Expert at translating complex concepts into compelling visual narratives that resonate across digital and print environments, maintaining strict brand integrity throughout the customer journey.

Spearhead global creative production for premium luxury brands—including DFS Group (LVMH), Melco Resorts, and I.T Apparels—leveraging the versatility to pivot seamlessly between high-end, classic luxury aesthetics and modern, trend-driven styles for Gen Y and Gen Z.

Execute strategic art direction, content creation, and multimedia storytelling across social media, eDM, OOH, and retail environments. Continuously analyze emerging digital trends to deliver innovative solutions and drive creative excellence across international teams, while mitigating resource constraints through generative AI and scalable asset library management.

  






GLOBAL VISUAL MERCHANDISING & STORE OPENINGS

| SKILLS |
GLOBAL BRAND GUIDELINES DEVELOPMENT
VISUAL MERCHANDISING
CREATIVE PRODUCTION
STORE VISUALS PLANNING
DIGITALIZATION
PRINTING PRODUCTION
ON-SITE STORE SETUP

Supported and empowered global visual merchandising design teams across 15 regions, including France, Italy, North America, APAC, and the Middle East. Establishing global standards, mentoring local teams, and ensuring creative excellence aligned with business goals while maintaining brand identity and luxury positioning.

Developed over 1,200 creative asset sets for digital, print, and online platforms. Provided on-site support for store openings in Queenstown, New Zealand and Hawaii.



CREATIVE OPERATIONS & AI PRODUCTION

| SKILLS |
HANDS-ON PRODUCTION
CONTENT CREATION
OMNICHANNEL MARKETING PRODUCTION
SOCIAL MEDIA & EDM PRODUCTION
AI GENERATIVE TOOLS
WORKFLOW OPTIMIZATION
ASSETS LIBRARY MANAGEMENT


Delivered senior, hands-on production leadership to bridge the gap between high-level creative vision and rapid, cost-effective execution across all online and offline marketing touchpoints. Direct the end-to-end production of high-impact assets spanning social media, eDM, OOH advertising, print, and in-store retail environments, turning complex brand narratives into cohesive, multi-channel storytelling.

Pioneered the integration of generative AI tools and automated design workflows into the creative pipeline, vastly accelerating ideation, asset variation, and production speed for fast-paced marketing campaigns without compromising elite visual quality. 

Established and managed robust, scalable digital asset libraries and asset-reuse frameworks, enabling cross-border teams to rapidly deploy unified, brand-compliant content across global channels and physical store destinations.




MULTIMEDIA DESIGN & DIGITAL STORYTELLING

| SKILLS |
CREATIVE DIRECTION
MOTION GRAPHIC & VIDEO EDITING
PRINTING PRODUCTION
RUNWAY DIGITAL BACKDROPS
PROJECT MANAGEMENT
PRODUCTION & PLANNING
QUALITY CONTROL

Experienced in digital design with strong expertise in motion graphics and videography, producing high-impact motion visuals that drive creative excellence.

Skilled in crafting compelling assets for marketing use, including animated eCards and eDM campaigns that engage customers and reinforce brand identity.

Adept at translating concepts into visually engaging materials that elevate campaign narratives, ensuring all content resonates with audiences and supports brand objectives across diverse platforms.




UI & UX DESIGN

| SKILLS |
WIREFRAME DEVELOPMENT
PROTOTYPING
LAYOUT DESIGN
CRITICAL THINKING
QUALITY CONTROL

Design and direct responsive websites that blend strong visual identity with intuitive user experience, collaborating with developers to ensure clarity, accessibility, and seamless performance across all devices. 

Create high-performing e-commerce platforms focused on usability, conversion, and cohesive brand storytelling through user-friendly interfaces, promotional banners, and digital assets that drive engagement and sales. 

Collaborated with major clients, including The Hong Kong Jockey Club, MTR, Maxim’s, Hang Seng Bank, TDC, and Towngas, to deliver user-centric web and mobile designs. Developed wireframes, prototypes, and high-fidelity visuals, refining solutions through user research and testing to enhance usability and engagement.\


IN-STORE DIGITALIZATION & INNOVATION

| SKILLS |
PYLON DESIGN
PROJECT MANAGEMENT
PRODUCTION & PLANNING
SOURCING & QUALITY CONTROL

Drove the digital transformation of in-store experiences by introducing battery-operated mobile digital screens to replace traditional print signage, resulting in over USD 1M in production cost savings within two years through the adoption of engaging video and motion graphics. 

Additionally, project-managed the rollout of portable digital pylons across global stores, enhancing customer engagement and ensuring consistent brand presentation across all stores.



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