Hye — Growing a Brand Through Design & Business Thinking
Company
Hye
Role
Creative Director
Business Consultant
Year
2026
Market
Vietnam,
B22
B2C
Overview
As Creative Director and Business Consultant at Hye, I helped co-build a floral brand from the ground up—combining brand strategy, customer experience, visual design, and business operations.
Beyond creating visuals, I designed how customers discover, experience, and remember the brand, aligning every touchpoint with sustainable business growth.
" I believe every interaction shapes the user experience—from the first impression of a brand to the conversations, workflows, and services that people remember long after they leave. "
Hye gave me the opportunity to grow far beyond my expectations.
As co-owner, I had the freedom and responsibility to lead the direction, expand my creativity limit, make decisions, and create real impact.
What I DO
Brand & Visual Identity
Built a cohesive visual system that reflects Hye's philosophy across every customer touchpoint.
Customer Experience
Designed seamless journeys connecting digital experiences with real-world services.
Business Strategy
Supported localization, operations, pricing, and growth decisions from concept to execution.
Marketing & Content
Created campaigns and storytelling that strengthened brand awareness and engagement.
Proposal & Sales
Designed proposal materials that increased customer trust and supported business conversion.
Work highlights
Brand Guidline
Business Consulting & Marketing Implementing
Website
Social Media
Proposal and more
Impact
7.5×
Monthly Revenue Growth
+71%
Social Audience Growth
20+
Marketing Campaigns Delivered
15+
Successful Client Proposals
Refelections
I began this journey expecting to create visual identities. Instead, I found myself designing conversations, customer journeys, business strategies, proposals, and everyday experiences.
Being closely involved in growing the business gave me a level of ownership that changed how I approached every decision. Rather than asking, "How should this look?" I started asking, "How will this help people? How will this help the business grow?"
That shift expanded my understanding of UX beyond digital interfaces. I came to see experience as the accumulation of every interaction—before, during, and after a product is used.
Today, I bring that same systems mindset into product design: connecting user needs, business goals, and thoughtful execution to create experiences that are both meaningful and effective.