Lin W.

Adjunct Faculty @ Singapore University of Technology and Design (SUTD)

About

Architecturally trained, baptised by Events, nourished in Advertising, and business trained in Branding. 14 year of industry experience, 10 of it in China. The first half of my career was spent learning the chops across many design/creative disciplines. Different forms of design solutions to different communications issues. ATL, BTL, Through-the-line, Digital, Interactive, Experiential. The past few years was about bringing design thinking into the realm of business and technology application, engaging clients at the level of business fundamentals, helping them develop brand solutions and product innovations. Behind every client brief are often deeper strategic issues, and opportunities for innovative solutions. From brand portfolio disarray that most OEM/ODM chinese companies face to B2B/B2C channel management confusion, the solution generation process is personally gratifying. Whilst finding solutions for clients, this disruption process can take place at the level of business models and financial capitalization. This spirit of innovation pushed us to develop in-house our own app and design products.

Country

City

Singapore

Industry

Design

Skill

Experience Design, Corporate Branding, Interior Design, Product Design, Visual Merchandising, User Experience (UX), Packaging Design, Entrepreneurship Development, Business Growth Strategies, Design Thinking, Creative Problem Solving, Ethnography, Collaborative Learning, Presentation Skills, Visual Storytelling, Critical Thinking, Creativity and Innovation, Advertising, Integrated Marketing, Digital Strategy

Experience

Adjunct Faculty

Singapore University of Technology and Design (SUTD)

2025-1 - Present · 1 yr 9 mos

Instructor for Design Thinking & Innovation

Adjunct Lecturer

Nanyang Polytechnic

2024-4 - Present · 2 yrs 6 mos

Teaching Effective Storytelling to Architecture students

Founder

United Design Practice

2013-3 - Present · 13 yrs 7 mos

We are a cross-disciplinary design agency focussed on creating seamless design solutions for our clients. Behind every design brief is a business challenge. We investigate into the very nature of the challenge, analyze the competitive landscape and best-in-class precedents, before disrupting the norm with design solutions across relevant touchpoints. From the intangible to the tangible. From the very small to the very big. Retail, interior, branding, architecture, masterplanning, landscaping, marketing communication, PR event, exhibition; jobs we've been hired to do but the end solutions are much less defined and more effective.

Adjunct Faculty

Singapore Institute of Technology

2023-4 - 2024-12 · 1 yr 9 mos

Teaching Design Innovation to non-designers campus wide

Jury

Sg Mark Design Business Chamber Singapore

2022-4 - 2022-5 · 2 mos

Singapore

Jury

Design Shanghai

2021-9 - 2021-10 · 2 mos

Consultant

DesignSingapore Council

2019-4 - 2021-8 · 2 yrs 5 mos

Jury

Design Shanghai

2020-9 - 2020-10 · 2 mos

$TBWA\Worldwide$

Group Creative Director

TBWA\Worldwide

2012-8 - 2013-1 · 6 mos

Shanghai City, China

Headed the Pernod Ricard account, brands in the portfolio includes Martell XO, Noblige, Cordon Bleu, Absolut, Ballentine's, The Glenlivet, Helan Mountain, Montesquieu, Royal Salute etc. Integrated through-the-line creative work.

Creative Partner

Consumer Experience Laboratory

2009-8 - 2013-1 · 3 yrs 6 mos

Shanghai

Developed brand solutions for a startup of China State Grid, Shanghai OE Ltd, a Next Gen Broadband platform. Helped create consumer product 互视通 together with China Unicom and SMG. Engaged in helping clients develop breakthrough through-the-line communications, from branding, channel management, to ATL, PR, Events, and digital solutions. Worked with agencies like TBWA\Integer and Interbrand to create design solutions in retail environments, bridging the gap between packaging and advertising at the point of purchase.