SUCH/ | branding, social media management | SUCH/

SUCH/ is a dynamic cultural and entertainment social media page, with a focus in Hong Kong's niche subculture scene.

To establish the impact of SUCH/ in a competitive social media market, I illustrated our rebellious character on to the Instagram homepage, with a bold and iconic thumbnail locking system. The huge slash sign not only brings a deeper impression of the brand's name, but also effectively organises and unifies the diverse contents. The refreshed identity has significantly enhanced the overall user experience, and has ultimately become the foundation of trust with sponsors like Deliveroo, HSBC, Levi's and Nothing Phone.

In addition to designing the identity, my comprehensive social platform management at SUCH/ extended to overseeing all static visuals, motion graphics, and copywriting. I had also provided art direction for three short film series, and directed three short films.

During my tenure at SUCH/, we achieved remarkable growth on Instagram, increasing followers from 4,000 to over 50,000, and on YouTube, from a few hundred to 15,000 subscribers. Both achievements surpassed our initial expectations.

https://www.instagram.com/such.hk
https://www.youtube.com/c/suchhk

'Tell Story' was a short film series directed by myself, where we had actor Wai Lun Yeung telling some of the most classic bed time fair tales - which were re-written with the help of ChatGPT - in a very dark and wrong way.