Sam, originally from Taiwan, China, brings over 20 years of experience in brand creativity and design. He previously served as the Brand Creative Director for Fliggy, the travel brand under Alibaba Group. His career also includes leadership roles as Executive Creative Director of FutureBrand China, and Design Director of Labbrand and Senior Design consultant at Interbrand.

Sam’s expertise in brand design spans a wide range of industries including aviation, hospitality, F&B, real estate, tourism, technology, finance, healthcare, automotive, and logistics. From 2016 to 2023, he received multiple international accolades, including the iF Design Award, the Red Dot Design Award, and Gold at the Transform Awards Asia Pacific.

He has led branding projects for both international and Chinese clients such as Atlantis Sanya, the Barbican Centre (City of London), Nestlé, Budweiser, Shell, Hankyu Department Store (Japan), ROCA (Spain), China Southern Airlines, China Duty Free Group’s Haikou Mall, China UnionPay, CPIC, Intime Department Store, Alibaba, Tencent, JD Digits, DiDi, Mobvista, Sinotruk, Xiong'an Group, Noah Holdings, Greenleaf Health Group, Jackery, Fascino, and Carino.

From 2007 to 2010, Sam also taught advertising creativity and visual design at universities in Taiwan, China. He holds two master's degrees, graduating with distinction from the London College of Communication, University of the Arts London, in 2012, and from the Graduate Institute of Visual Communication Design at National Kaohsiung Normal University in 2004. His thesis projects at both institutions were awarded the highest academic honors.