I shape brands, sandbox systems, sharpen experiences, and drive measurable growth.
Leading design for auth0.com @ Okta.
Previously Art Director @ Endy.
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Selected Works
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OiA
The name “OiA” comes from a village in Santorini, which inspires the café’s architecture. In Vietnamese, OiA goes beyond. It can be “oi ả”, glaring heat in the summer solstice. It can also be “ơi à”, soft like a hummed lullaby. With refreshing drinks and gourmet pastries, OiA offers a cool, quiet hideout for sipping coffee in busy Hanoi.
Creative Direction
My goal for OiA’s visual identity was elegance that lingers like a handwritten note—soft-spoken, yet radiant. The logotype mimics clean handwriting, and the icon echoes a signature, leaving a lasting, personal impression on customers.
Graphic System
I extended the icon into a pattern inspired by diary entries—long, scribbly notes that give OiA an endearing, personal touch.
