Brand designer.
Seasoned in NYC.
Creating for all.

Hi, I’m Hsiao, an independent creative lead and brand designer based in Brooklyn, specializing in branding, including but not limited to creative strategy, art direction, visual identity, design system, and packaging.

For over a decade, I have been refining my craft within NYC’s highly competitive design landscape, working with industry leaders, boutique agencies, and innovative startups.

I’ve led projects for global organizations. I’ve also supported startups launching their first products into local markets.

Seeing firsthand how design is stress-tested in commercial environments has shaped me into not just a creative partner, but a strategic ally to any team I join.

12 100+

Years
in design

Brands
shaped

45

17

Cross-industry
experience

Founder-led
brands built

100%

28

Handcrafted
solutions

Awards
received

My Services

Do you have a half-baked idea and need a creative partner to complete the big picture together? I’ve developed conceptual projects with innovation teams of all sizes. Let’s shape your vision together.
I bring focus to scattered thoughts, connect loose dots, and uncover the throughline that serves as your brand’s north star, guiding your brand forward with absolute clarity.
I design beautiful yet functional and meaningful identities that embody unique stories that can only be owned by you, complementing your products or services, and helping your brand engage and connect to the right audiences.
I design packaging with scalability in mind. You’ll walk away with more than production-ready files, but also a thoughtful, systematic, future-proofed design system that supports your long-term growth.
I create depth and dimension to your brand world with detail-oriented art direction for photography, illustration, graphic elements, and more. I can partner with any specialized talent of your choice or my recommendation.
I set standards and define details that bring alignment to your internal team and external partners, ensuring your brand to scale smoothly.
I oversee brands being activated by designing brand assets strategically that are versatile, scalable, and suitable for multiple touchpoints and platforms.

Discuss your needs with me

My Values

Design matters, and so does what drives it:

There is a unique value in who you truly are. I’d work with what’s true rather than inventing an identity.
My decisions are driven by facts and the audience’s needs, never by personal bias.
Whether noticed or not, I pay attention to details meticulously in everything I touch.
We don’t need ‘just another brand’ in today’s saturated market, but thoughtful brands that stand for something meaningful.
Clarity is key to smooth collaboration. I ensure important communication is on time and in place to keep all stakeholders aligned from start to finish.
I champion human-centered collaboration, treating clients as trusted partners, making all stockholders feel heard and valued, and expecting the same in return.
I believe that doing the right thing is a choice.