J.P. Morgan Payments Creative Expression
/ 2024
/ BUCK
/ Brand Campaign
/ BUCK
/ Brand Campaign
This is one of the largest and most meaningful projects I’ve contributed to at BUCK. In our collaboration with J.P. Morgan Payments, we set out to craft a brand expression that not only communicates clarity and trust, but also evokes a sense of confidence and ambition through every detail of strategy, language, and design. I was deeply involved throughout the whole process and played a key role in shaping the final outcome.
Full Case Study Here︎︎︎
Full Case Study Here︎︎︎
Project under NDA
Available upon request:
seninaxi@gmail.com
Illumina Brand Refresh Sprint
/ 2024
/ BUCK
/ Brand Campaign
/ BUCK
/ Brand Campaign
This was a fast-paced 6-week sprint aimed at exploring new directions for Illumina’s future campaign branding. We developed a flexible, scalable visual system—centered around light and clarity—that could inspire impactful, forward-thinking work across global markets. The result was a refreshed campaign identity rooted in strategic foundations, tailored messaging, and distinct visuals for key audience groups. I was part of the core design team and played a hands-on role in shaping both the visual language and system structure.
MALA Project
/ 2022
/ Instructor: Natasha Jen
/ Brand Identity
/ Instructor: Natasha Jen
/ Brand Identity
MÁLÀ (Pronunciation of the Chinese word “Spicy”) PROJECT isa Michelin Bib Gourmand Recommended Chinese restaurant inNYC that serves mainly MALA Dry Pot.MÁLÀ DRY POT, meaning numb spicy stir-fry pot, is a wok-fried(super high heat) pot composed of spices and different kinds ofingredients. It’s kind of like a dry version of hotpot but fried withdipping sauce.
It is originally from Chongqing and became superpopular throughout China. It is usually considered as the “downto earth” street food just like hotpot and Chinese BBQ.
It is originally from Chongqing and became superpopular throughout China. It is usually considered as the “downto earth” street food just like hotpot and Chinese BBQ.
Problem:
The Current Visual Identity is minimalistic, chic and modern, whichis conflicted with the original “down to earth”, cheep and messy vibefrom the food itself. It has very little to do with mala dry pot and itsoriginal culture.
Mission:
Preserve the modern retro minimal style, blend with more livenessand spiciness from its origin&culture at the same time.
Processed
/ 2022
/ Instructor: Natasha Jen
/ Brand Identity
/ Young One TDC Finalist
/ Instructor: Natasha Jen
/ Brand Identity
/ Young One TDC Finalist
Processed is an exhibition in the Whitney Museum that reveals the truth behind the food industry.
The concept was inspired by the process of how our food industry had gradually became this dehumanized monopoly big factory today. It may seems like we have much more choice in modern age than before, but the truth is we only have one option, corn. Due to the
cheap, prolific nature of corn, it is used in basically everything we are eating and using today including coke, toothpast, and even wet paint.
The concept was inspired by the process of how our food industry had gradually became this dehumanized monopoly big factory today. It may seems like we have much more choice in modern age than before, but the truth is we only have one option, corn. Due to the
cheap, prolific nature of corn, it is used in basically everything we are eating and using today including coke, toothpast, and even wet paint.
