HL

Building Products & Brands

I've spent years turning ideas into products, brands, and businesses.

From startup concepts and product launches to fundraising, partnerships, retail expansion, and brand building, these projects capture different stages of bringing ideas to life.

Selected work

AI Product Brand

Sonilo
Product brand & investor narrative

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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.

VITURE Bay Area billboard campaign
Launch Campaign

VITURE × Cyberpunk 2077
OOH & launch site

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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.

Interactive & Product

ByteDance
TikTok, Effect House & Pixsoul

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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.

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.
That Escape Room
Small Business

That Escape Room
Owner & designer

Role: Owner (my own small business)

Designed immersive escape rooms combining physical and digital gameplay with Arduino and Raspberry Pi. Led business planning, investor outreach, venue negotiations, and targeted marketing campaigns.

Impact: Secured investor funding and launched the venue through a zero-rent revenue-share partnership.

The business permanently closed during the COVID-19 pandemic.