Jason Chen — Senior Designer

Bayleys

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UXUI

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2024

Redesigning search for New Zealand's biggest real estate brand. Bayleys is New Zealand's most recognised real estate brand — over 100 offices, thousands of listings, and buyers, sellers, and investors all trying to navigate the same digital experience. The problem wasn't the brand. It was the search. Finding the right property on a catalogue this large is the core job of the site, and it wasn't working hard enough. Developed a sophisticated design system that balanced Bayleys’ luxury aesthetic with the high-performance requirements of a fast-paced real estate engine. The 2024 website refresh helped Bayleys sell more properties by using new digital tools to bridge the price gap between buyers and sellers. These improvements boosted business confidence, leading to higher leasing rates and much faster service through award-winning technology. By providing better market data and higher-quality listings, Bayleys successfully grew from a traditional agency into a modern, data-driven property leader.

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Bayleys

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UXUI

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2024

Redesigning search for New Zealand's biggest real estate brand. Bayleys is New Zealand's most recognised real estate brand — over 100 offices, thousands of listings, and buyers, sellers, and investors all trying to navigate the same digital experience. The problem wasn't the brand. It was the search. Finding the right property on a catalogue this large is the core job of the site, and it wasn't working hard enough. Developed a sophisticated design system that balanced Bayleys’ luxury aesthetic with the high-performance requirements of a fast-paced real estate engine. The 2024 website refresh helped Bayleys sell more properties by using new digital tools to bridge the price gap between buyers and sellers. These improvements boosted business confidence, leading to higher leasing rates and much faster service through award-winning technology. By providing better market data and higher-quality listings, Bayleys successfully grew from a traditional agency into a modern, data-driven property leader.

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Glow Lab

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UXUI

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2024

Glow Lab makes effective, science-backed skincare and haircare that shouldn't cost a fortune. The product is genuinely good. The brand has earned real loyalty. But their digital presence had fallen behind — a website that undersold the quality sitting on the shelf, making it harder for customers to discover, trust, and buy. I led the e-commerce redesign from research through to final UI, taking ownership of the UX strategy, and visual design direction — presenting the work and rationale to the client directly. The research phase focused on understanding where shoppers were dropping off and why: unclear product navigation, a content hierarchy that buried the brand's credentials, and a visual language that didn't match the confidence of the packaging. We rebuilt the experience from the ground up. The new UI made product discovery faster and more intuitive. The UI elevated the visual tone to match the brand's ambition without alienating its accessible positioning. The client's response validated the diagnosis: the redesign was recognised as a meaningful step forward for how the brand presents itself digitally, and the relationship continued well beyond the initial brief.

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Glow Lab

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UXUI

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2024

Glow Lab makes effective, science-backed skincare and haircare that shouldn't cost a fortune. The product is genuinely good. The brand has earned real loyalty. But their digital presence had fallen behind — a website that undersold the quality sitting on the shelf, making it harder for customers to discover, trust, and buy. I led the e-commerce redesign from research through to final UI, taking ownership of the UX strategy, and visual design direction — presenting the work and rationale to the client directly. The research phase focused on understanding where shoppers were dropping off and why: unclear product navigation, a content hierarchy that buried the brand's credentials, and a visual language that didn't match the confidence of the packaging. We rebuilt the experience from the ground up. The new UI made product discovery faster and more intuitive. The UI elevated the visual tone to match the brand's ambition without alienating its accessible positioning. The client's response validated the diagnosis: the redesign was recognised as a meaningful step forward for how the brand presents itself digitally, and the relationship continued well beyond the initial brief.

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Tectrax

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Brand Identity

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2024

Most tech startups want a logo that looks innovative. Tectrax needed one that explained what they actually do — and did it without a diagram. They build electric amphibious systems for boats: technology that dissolves the boundary between land and water. The identity brief was to capture that in a mark that could work on a hull, a business card, and a pitch deck simultaneously. I took this from brief to final delivery, covering the full identity system, print collateral, brochure, and website. The concept lives in the X at the heart of the mark. Split in two, it carries both halves of the Tectrax story: the upper form reads as a boat hull cutting forward; the lower form represents the amphibious system beneath it. Electric blue for innovation and energy. Navy for the ocean it was built for. Together they form something that functions as a wordmark, a symbol, and a product explanation in a single gesture. The client recognised the depth of the concept immediately — a mark that gets smarter the longer you look at it, which is exactly what a technology brand that's asking investors and partners to take a leap of faith actually needs.

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Tectrax

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Brand Identity

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2024

Most tech startups want a logo that looks innovative. Tectrax needed one that explained what they actually do — and did it without a diagram. They build electric amphibious systems for boats: technology that dissolves the boundary between land and water. The identity brief was to capture that in a mark that could work on a hull, a business card, and a pitch deck simultaneously. I took this from brief to final delivery, covering the full identity system, print collateral, brochure, and website. The concept lives in the X at the heart of the mark. Split in two, it carries both halves of the Tectrax story: the upper form reads as a boat hull cutting forward; the lower form represents the amphibious system beneath it. Electric blue for innovation and energy. Navy for the ocean it was built for. Together they form something that functions as a wordmark, a symbol, and a product explanation in a single gesture. The client recognised the depth of the concept immediately — a mark that gets smarter the longer you look at it, which is exactly what a technology brand that's asking investors and partners to take a leap of faith actually needs.

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Unity Money

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Brand Identity

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2024

Unity Money is a member-owned New Zealand credit union with a genuinely different philosophy: that doing money together is better than doing it alone. When they came to rebrand, the challenge wasn't just visual — it was conceptual. How do you express collective ownership and mutual benefit through a brand identity without it feeling generic, corporate, or hollow? Working alongside Culture & Theory, I contributed to the brand identity and website design, with my focus on the visual language and identity system. The creative foundation the team landed on was Kotahitanga — the Māori concept of unity, togetherness, and collective action. From this, we developed a visual system centred on a contemporary interpretation of the Koru: two forms coming together to create something neither could be alone. It gave the brand a mark with genuine cultural grounding and conceptual integrity, not decoration layered over an existing idea. Since the late 2024 launch, Unity Money has scaled to 60,000 members through a unified national identity. An SEO-driven strategy fueled a 237% surge in organic traffic, outranking major banks for key lending terms. Consolidating operations boosted support capacity by 17%, shifting the model toward digital-first accessibility.

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Unity Money

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Brand Identity

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2024

Unity Money is a member-owned New Zealand credit union with a genuinely different philosophy: that doing money together is better than doing it alone. When they came to rebrand, the challenge wasn't just visual — it was conceptual. How do you express collective ownership and mutual benefit through a brand identity without it feeling generic, corporate, or hollow? Working alongside Culture & Theory, I contributed to the brand identity and website design, with my focus on the visual language and identity system. The creative foundation the team landed on was Kotahitanga — the Māori concept of unity, togetherness, and collective action. From this, we developed a visual system centred on a contemporary interpretation of the Koru: two forms coming together to create something neither could be alone. It gave the brand a mark with genuine cultural grounding and conceptual integrity, not decoration layered over an existing idea. Since the late 2024 launch, Unity Money has scaled to 60,000 members through a unified national identity. An SEO-driven strategy fueled a 237% surge in organic traffic, outranking major banks for key lending terms. Consolidating operations boosted support capacity by 17%, shifting the model toward digital-first accessibility.

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Hyundai

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Advertising

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2024

Over 26,000 Santa Fes sold in New Zealand since 2000. A vehicle that's earned its place in the driveways, school runs, and road trips of a generation of Kiwi families. So when the fifth generation arrived — bolder in design, hybrid-only for the first time, and unambiguously premium in its ambitions — it needed a launch that respected that history while announcing a real step forward. As brand guardian for Hyundai New Zealand, I led the creative direction across the full launch ecosystem. That meant taking responsibility for a wide range of deliverables — brochures, billboard creative, website content, in-store displays, and nationwide dealership support materials — while coordinating with copywriters and production partners on specific executions to ensure every touchpoint held the same creative standard. The campaign supported the Santa Fe's transition into the hybrid-dominant market, contributing to the model maintaining a Top 10 sales position despite a 20% contraction in the overall NZ automotive industry.

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Hyundai

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Advertising

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2024

Over 26,000 Santa Fes sold in New Zealand since 2000. A vehicle that's earned its place in the driveways, school runs, and road trips of a generation of Kiwi families. So when the fifth generation arrived — bolder in design, hybrid-only for the first time, and unambiguously premium in its ambitions — it needed a launch that respected that history while announcing a real step forward. As brand guardian for Hyundai New Zealand, I led the creative direction across the full launch ecosystem. That meant taking responsibility for a wide range of deliverables — brochures, billboard creative, website content, in-store displays, and nationwide dealership support materials — while coordinating with copywriters and production partners on specific executions to ensure every touchpoint held the same creative standard. The campaign supported the Santa Fe's transition into the hybrid-dominant market, contributing to the model maintaining a Top 10 sales position despite a 20% contraction in the overall NZ automotive industry.

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Kiwi Bank

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Sustainability Report

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2021

Working alongside Principals, I designed the report template and layout system — building a visual framework capable of carrying significant content across people, communities, climate, and the economy with clarity and confidence. The challenge was dual: create something that felt unmistakably Kiwibank, while also feeling worthy of the occasion. A landmark document needs to look like one. The resulting framework balanced typographic rigour with visual warmth, giving editors a system that scaled across the full report without losing coherence. The report launched as Kiwibank's first public statement of purpose — and the design was recognised by the client as achieving the tone and authority the moment demanded.

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Kiwi Bank

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Sustainability Report

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2021

Working alongside Principals, I designed the report template and layout system — building a visual framework capable of carrying significant content across people, communities, climate, and the economy with clarity and confidence. The challenge was dual: create something that felt unmistakably Kiwibank, while also feeling worthy of the occasion. A landmark document needs to look like one. The resulting framework balanced typographic rigour with visual warmth, giving editors a system that scaled across the full report without losing coherence. The report launched as Kiwibank's first public statement of purpose — and the design was recognised by the client as achieving the tone and authority the moment demanded.

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Invest Queenstown

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Brand

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2024

Invest Queenstown sells luxury apartments and lifestyle investments in one of New Zealand's most aspirational locations. But their brand wasn't keeping pace with the properties they were selling. In a market where a buyer's first impression often happens on a screen — before they've seen the view, smelled the mountain air, or stood on the terrace — a brand that doesn't signal premium immediately is a brand that loses the sale. I led the full creative direction across the identity refresh, website, and collateral redesign. The brief was deceptively simple: make it feel as premium as the product. In practice, that meant stripping out everything that diluted that signal. Every typographic decision, every colour choice, every piece of print collateral was pressure-tested against one question: does this communicate luxury, trust, and authority without having to say so? The result was a brand system that could hold its own against international luxury property competitors — refined enough for the top end, with enough warmth to reflect the character of the region. The client praised the elevated brand feel and returned for ongoing collateral and digital support, which is the outcome that matters most: a client who trusts you enough to keep coming back.

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Invest Queenstown

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Brand

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2024

Invest Queenstown sells luxury apartments and lifestyle investments in one of New Zealand's most aspirational locations. But their brand wasn't keeping pace with the properties they were selling. In a market where a buyer's first impression often happens on a screen — before they've seen the view, smelled the mountain air, or stood on the terrace — a brand that doesn't signal premium immediately is a brand that loses the sale. I led the full creative direction across the identity refresh, website, and collateral redesign. The brief was deceptively simple: make it feel as premium as the product. In practice, that meant stripping out everything that diluted that signal. Every typographic decision, every colour choice, every piece of print collateral was pressure-tested against one question: does this communicate luxury, trust, and authority without having to say so? The result was a brand system that could hold its own against international luxury property competitors — refined enough for the top end, with enough warmth to reflect the character of the region. The client praised the elevated brand feel and returned for ongoing collateral and digital support, which is the outcome that matters most: a client who trusts you enough to keep coming back.

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Renault Arkana

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Advertising

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2023

The Arkana is a difficult brief in the best possible way. Part coupé, part SUV — a car that doesn't sit comfortably in either box, and doesn't want to. When Renault New Zealand brought it to market in 2023, the risk was defaulting to the visual language of every other SUV launch: landscapes, lifestyle photography, generic confidence. That would have been exactly wrong. I led the creative design direction across a 360° launch campaign, working alongside copywriters and production partners on different deliverables. My responsibility covered the visual identity of the campaign across press and digital advertising, print collateral, showroom and event environments, social content, and website — ensuring every format carried the same attitude. The Arkana's design is seductive and a little subversive, and the creative needed to earn that quality rather than just assert it. The campaign launched nationally and performed well in-market — a full-channel execution that positioned the Arkana not as another SUV, but as a distinct design choice for buyers who want something with more conviction. The client continued working with us on subsequent model activity, which is the result that tells you the campaign landed.

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Renault Arkana

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Advertising

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2023

The Arkana is a difficult brief in the best possible way. Part coupé, part SUV — a car that doesn't sit comfortably in either box, and doesn't want to. When Renault New Zealand brought it to market in 2023, the risk was defaulting to the visual language of every other SUV launch: landscapes, lifestyle photography, generic confidence. That would have been exactly wrong. I led the creative design direction across a 360° launch campaign, working alongside copywriters and production partners on different deliverables. My responsibility covered the visual identity of the campaign across press and digital advertising, print collateral, showroom and event environments, social content, and website — ensuring every format carried the same attitude. The Arkana's design is seductive and a little subversive, and the creative needed to earn that quality rather than just assert it. The campaign launched nationally and performed well in-market — a full-channel execution that positioned the Arkana not as another SUV, but as a distinct design choice for buyers who want something with more conviction. The client continued working with us on subsequent model activity, which is the result that tells you the campaign landed.

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Ai Influencer

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Ai

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2026

Using Higgsfield, Nano Banana Pro, and Kling 3.0, I built a fully AI-generated brand ambassador from the ground up. The goal wasn't a single impressive image — it was a consistent, believable character who could hold up across radically different content formats: TVC, podcast, UGC, fashion photography. The same face, the same skin texture, the same presence, in every format a brand actually uses. The experiment surfaced real implications for how agencies think about production, casting, and scalable content. A consistent AI-generated character doesn't replace creative direction — it demands more of it. You can't rely on a real person's natural charisma to carry the work. Every detail of the character has to be designed. This project is about understanding what's coming before it arrives, and building the craft to use it well when it does.

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Ai Influencer

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Ai

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2026

Using Higgsfield, Nano Banana Pro, and Kling 3.0, I built a fully AI-generated brand ambassador from the ground up. The goal wasn't a single impressive image — it was a consistent, believable character who could hold up across radically different content formats: TVC, podcast, UGC, fashion photography. The same face, the same skin texture, the same presence, in every format a brand actually uses. The experiment surfaced real implications for how agencies think about production, casting, and scalable content. A consistent AI-generated character doesn't replace creative direction — it demands more of it. You can't rely on a real person's natural charisma to carry the work. Every detail of the character has to be designed. This project is about understanding what's coming before it arrives, and building the craft to use it well when it does.

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Character Sheet_02

Studio photography_03

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Ai_05

Podcast_06

UGC_07

Fashion photography_08