Happin App
Blending strategy, culture, and craft.
CONTEXT
My Role
As an Art Director, I shaped the visual narrative and emotional tone of each project. Translating ideas into cohesive, culturally aware design systems.
At Happin, a live streaming platform, the app’s identity drew from nostalgic 90s/00s TV aesthetics and memorabilia. Capturing the emotional pull of tangible authenticity for Millennials and Gen Z.
Revisiting the visual language of my formative years fuels my curiosity, while collaboration and cultural storytelling remain core to my practice. Staying attuned to emerging trends and technologies allows me to lead with agility,
and, keep visual communication fresh.
RESPONSE
Content Direction
Crafting cohesive, resonant visual stories.
Output
My art direction work spans a mix of branding, campaign design, and visual systems;
Defined the content identity for Happin’s product and social presence.
Directed photo, video, and digital production, ensuring alignment across platforms.
Created experimental visuals inspired by VHS textures, analog media, and lo-fi internet culture — reinterpreting nostalgia for a connected generation.
Art direction, to me, is about orchestration. Weaving memory, trend, and emotion into a shared visual language that feels both personal and timeless.
Insights
Effective brand design thrives when guided by emotion, collaboration, and cultural awareness.
Intentional and informed by research not only resonates emotionally but also fosters lasting audience trust and drives meaningful, long-term brand impact.
OUTCOME
Results
Where playfulness meets emotional clarity in design.
Developed a distinct visual identity for Happin, combining retro warmth with modern digital design, resulting in a 30% increase in user recognition of brand assets during testing.
Elevated brand perception through storytelling that balances playfulness and emotional sincerity, contributing to a 20% boost in social engagement and positive feedback.
Fostered collaboration among designers and creators, leading to faster project turnaround times and more cohesive campaigns.
Integrated trend research into the creative process, keeping the brand relevant and resonant, which helped anticipate cultural shifts and maintain audience interest.
Together, my experience demonstrates how thoughtful, collaborative design creates impactful, culturally resonant brands.
