Product focus, design precision
From campaign visuals to website assets, I supported product launches by designing for clarity, engagement, and storytelling.
My Role
Product & Experience Designer
Company
Benel, Singapore
Duration
July 2020 – April 2022
Location
Onsite Singapore
Focus Areas
Web content, product visuals, campaign assets, internal library
Key Contributions
🖼️ Campaign Visuals: Directed photo shoots and crafted storytelling for the Midnight Collection (Wonder Series & Kontuur Air Series).
🎞️ Ad Videos: Created short video clips and Instagram content to support product launches.
🖥️ Website Content: Designed and structured product pages for the Livework Collection, aligning layout and messaging for better engagement.
🎨 Rendered Visuals: Produced high-quality KeyShot renders for the Livework Office Series and optimised assets for the website.
🗂️ Material Library: Built an internal rendering library in KeyShot to streamline the team’s workflow.
Campaign visuals, site layout guidance, product storytelling
🌓 Midnight Collection (Wonder Series & Kontuur Air Series)
I supported the launch of two ergonomic chair series by shaping how they were presented across digital and visual platforms—translating product features into cohesive brand experiences.
My contributions included:
• Art-directing photo shoots to highlight ergonomic design and aesthetic details
• Designing ad materials and creating assets for Instagram and online campaigns
• Structuring product pages and selecting visuals that best supported storytelling
• Collaborating on video shoots and designing both digital and printed brochures
-Wonder product video
Wonder Series – Midnight Collection
I co-directed the launch of this premium ergonomic chair by shaping visuals and content across digital channels—from photo shoots to product storytelling on the website.
-Kontuur Air product video
Kontuur Air Series - Midnight Collection
I supported the launch by crafting Instagram motion ads, refining layout visuals, and highlighting its breathable comfort through digital storytelling.
Wonder Series
Kontuur Air Series
Mini reflection
Designing Under Pressure, Delivering with Impact
This fast-paced 5-month launch taught me how to bring a product to market from start to finish. I conducted competitor and market research, identified product selling points, and collaborated with teams across marketing, sales, and production. I also learned how to negotiate for creative needs under tight timelines.
Despite launching during COVID-19, the campaign made a strong impact—boosting showroom traffic and product visibility. Two campaign videos reached over 300,000 views within a year, helping drive sales and elevate brand awareness.
Product storytelling, page layout, content direction, 3D rendering
🪑 Livework Collection — Website Content & Product Visuals
Part of a team effort to develop the Livework Collection for both home and office settings, I was responsible for shaping the visual storytelling and website content of the home series. I collaborated closely with two teammates—one who led the office version, and another who worked with me on content and narrative direction.
My contributions included:
• Planning the content structure and helping define the product narrative
• Rendering product visuals that communicate features clearly and align with the series’ tone
• Curating website content and story flow to elevate the product’s premium qualities
• Co-developing storyboards to guide layout, language, and imagery selection
Livework Executive Desk
Livework Workstations
🏠 Livework Collection (Home Series) – Preview
This project is part of a larger collection designed for both home and office settings. While the home series is not yet publicly launched, I contributed to its visual direction, layout, and marketing prep—including this rendered preview created in KeyShot.
What I did:
• Rendered detailed product and interior visuals to communicate comfort and design quality
• Created custom materials to support the website presentation
• Collaborated on the design story and selected content that best communicates the home series
• Contributed to the layout flow and structure of the page to ensure clarity and premium presentation
📌 Note: This is a pre-launch view of my contribution to the Home Series.
Rendered visual previews from the Livework Home brochure, created to communicate the series’ warm, domestic tone and workspace versatility. I planned the storyboard, selected colours and materials, and crafted the visual layout to support brand storytelling.
Mini reflection
One Desk, Two Worlds
Working on both the office and home versions helped me understand how environment and user needs shape product storytelling. I learned to tailor material rendering and visual tone to each context—soft lighting and warm palettes for home, crisp tones for office settings. This project also deepened my appreciation for cultural nuances, especially when targeting Singapore’s diverse market.
Product visualisation, layout refinement, content restructure
🛋️ Kin Modular Series
I supported the reintroduction of Benel’s modular seating line by enhancing product storytelling and visual clarity. The goal was to highlight the flexibility and personality of the Kin Modular Series through updated 3D renders and refined web content.
My contributions included:
• Re-arranging modular layouts to emphasise configuration flexibility
• Rendering new visuals to showcase the colour variations and playful forms
• Rewriting and structuring page content to align with the brand’s voice
• Collaborating on visual consistency across product pages and homepage hero sections
Mini reflection
Shaping Playful Possibilities
This project gave me the chance to experiment with layout flexibility and colour storytelling. I explored how the modular sofa could adapt to different environments, suggesting configurations that were both practical and expressive. I also curated material and colour combinations from our collection to enhance user choice and visual impact—highlighting the versatility and charm of the Kin series.
Looking back, moving forward
What This Experience Taught Me
Working at Benel gave me a first-hand understanding of how design decisions impact real products and people. It taught me to balance creativity with business needs, work cross-functionally under tight deadlines, and shape design narratives across physical and digital platforms.
From campaign shoots to product storytelling, I learned to advocate for design clarity, navigate trade-offs with other teams, and create content that connects with diverse audiences.
This experience strengthened my confidence in working independently, collaborating across disciplines, and delivering results with speed and intention.
