Danyan Liu

Led CMF consultancy engagements for a Chinese consumer electronics client, shaping colour, material and finish strategy to support early-stage product direction and market differentiation. Influenced a shift from neutral palettes to more expressive multi-colour strategies across product lines, improving visual distinction and product positioning within competitive categories. Established CMF libraries and guiding principles adopted by cross-functional teams, enabling more consistent material and colour decisions and supporting clearer product storytelling across design, product and marketing functions.

Worked as a Senior CMF Designer, shaping CMF direction across multiple product categories, including wearables, floor-care robots and home appliances, influencing key design decisions at early stages of development. Led strategy research for home categories, integrating market insight and user perception analysis to strengthen brand identity. Conducted cultural, market and competitor research, translating insights into CMF narratives and principles that guided product development across global and regional programmes. Presented CMF vision and design rationale to cross-functional stakeholders and leadership, supporting alignment on CMF decisions and adoption of strategic design directions. Collaborated closely with suppliers and regional CMF teams in Southeast Asia, supporting quality, consistency and intent alignment across product execution.

Worked as a freelance designer supporting colour strategy, trend forecasting and visual storytelling across bespoke fashion and print projects. Contributed to early design research and concept development, translating market trends and customer preferences into visual narratives aligned with client objectives.