HL

Building Products & Brands

From startup ideas to funded companies, product launches, retail expansion, and market growth — a collection of work across product, branding, marketing, and business building.

Selected work

Sonilo product brand design
AI Product Brand

Sonilo
Product brand & investor narrative

Role: Co-founder

As co-founder, owned the end-to-end front-end design and hand-coded the website. Drove pre-launch readiness — product identity, market positioning, pricing, demos, and the investor story.

Impact: Helped land a seed-round VC investment and successfully incorporated the company in Silicon Valley.

Visit Sonilo ↗
VITURE Bay Area billboard campaign
Launch Campaign

VITURE × Cyberpunk 2077
OOH & launch site

Role: Marketing Director at VITURE

Single-handedly designed the full Bay Area OOH (billboard) campaign for the launch. Solo-led negotiation with CD PROJEKT RED (Cyberpunk 2077's studio) and delivered the complete launch website end-to-end.

Impact: Drove regional visibility for the flagship launch and creator participation.

Product page ↗
ByteDance
Interactive & Product

ByteDance
TikTok, Effect House & Pixsoul

Role: Interactive Engineer → Senior Product Manager

Shipped AR effects, AIGC filters and mini-games across TikTok, Douyin, CapCut as an Interactive Engineer, then moved into product to own UX and tooling for Effect House and the Pixsoul consumer AR app as Senior Product Manager.

Impact: Built the North America effects team from 0 to 1; multiple shipped effects earned App Store homepage features; Pixsoul hit 1M+ downloads in its first week.

Learn more ↗
AceFast CES exhibition execution
Trade Show

AceFast
CES exhibition & global distribution

Client: AceFast

Designed the CES exhibition space and launch materials. Onboarded the full product line in 24 hours to represent AceFast on-site; engaged global buyers and distributors, and closed dozens of qualified international clients for AceFast at the show.

Impact: Turnkey trade-show program bridging language and cultural gaps; unlocked multi-market distributor partnerships.

Hardware tech market expansion
Market Expansion

Hardware tech
North America launch program

Clients: Dreame, OSIM & more

Helped international hardware brands enter North America — opened physical retail locations and led the early-stage branding and go-to-market motion across web, social, KOL, and on-site activation.

Impact:
  • Led Dreame's U.S. store launch strategy through KOL partnerships and media campaigns — contributing to $102K revenue in the first 3 days.
  • Managed multi-channel growth campaigns for OSIM USA, supporting locations reaching $500K+ monthly revenue during peak seasons.
Escape
Room
Small Business

That Escape Room
Owner & designer

Role: Owner (my own small business)

Designed and constructed immersive escape rooms with physical and digital game mechanics using Arduino and Raspberry Pi. Ran business planning, investor outreach, and venue negotiation; produced targeted promotions and events for schools, age-segmented audiences, and corporate team-building.

Impact: Closed investor funding to launch the business, and secured a zero-rent venue on a revenue-share model — opening the doors with minimal upfront capital.