Figma
Illustrator
Photoshop
InDesign
After Effects
Framer
StrapiBrand & Product Designer
Filum.aiBrand systems · Product design · Art direction
Identity + product for cultural and consumer brands across HCMC and Singapore.
About · Rosie · HCMC
Istarteddrawing
beforeIcouldwriteproperly.Now I make brands that hold up inside the product. Six years in, I'm still surprised by how rarely that gets asked at the start.
- Year of practice
- 0+
- Projects shipped
- 0
- Brands launched
- 0
- Disciplines
- 0
Practice
I'm Rosie, born and based in HCMC. I grew up drawing: maps of imaginary places, lettering in the margins. Nobody asked me to. I just kept going.
I trained in fine arts, drifted through editorial and illustration, and ended up making brands for hospitals, food companies, and founders trying to name something real.
“The best projects I've worked on are the ones where I couldn't tell where the brand ended and the product started.”
I do my best work when there's something to push against: a real constraint, a brief that means something. The smaller the team, the more direct the work tends to be.
Operating principles
How I work, four principles.
01
Brand is a promise.
A logomark means nothing on its own. What matters is whether it still reads when someone's using the product at midnight, in a context no one designed for.
02
Typography is argument.
I notice type before I notice colour. The way a typeface sits on a page tells you something about what it's asking the reader to believe. I treat it as structure, not decoration.
03
Ship the honest version.
I've seen too many beautiful systems die in handoff. I'd rather ship something rougher than something nobody can maintain. The version people use is the design.
04
The details are the design.
I still spend time on things nobody will consciously notice. Ligatures, motion timing, microcopy. You can feel when that work is missing even if you can't name it.
Disciplines
Four practices, one argument.
01
Brand & Identity
Logomarks that argue. Systems that don't fall apart when someone prints them on a paper bag or scales them to a billboard.
LogomarksWordmarksTypographyIdentity systemsEditorial layoutPackagingPrint direction
02
Product & UX/UI
Interfaces where the brand still holds at density. Design systems that don't fall apart when someone adds the fifth feature.
UI designDesign systemsPrototypingUser flowsInformation architectureAccessibilityInteraction motion
03
Art Direction
Photography, illustration, motion. Making sure the visual surface is consistent with the brand it surrounds.
Photo directionIllustrationCampaign designEditorialCollageMotion principles
04
Process & Craft
Research, critique, handoff. The work nobody sees but that decides whether everything else was worth doing.
Design researchWorkshop facilitationStakeholder alignmentCritique practiceDeveloper handoffDocumentation
Toolkit
Tools I reach for, and what they're for.
Figma·Illustrator·Photoshop·InDesign·After Effects·Framer·Strapi·
Figma
UI · Systems · Prototyping
2019Illustrator
Marks · Vector · Type studies
2018Photoshop
Compositing · Retouch
2017InDesign
Editorial · Print
2018After Effects
Motion · Interaction studies
2020Framer
High-fidelity prototypes
2023Strapi
Content management · Handoff
2023Experience
Graphic Designer
Neo Co., Ltd.Brand identity · Packaging · UI · Print · Illustration
Led identity work across eight product lines; shipped a cross-brand packaging system.
Graphic Designer
Gia Dinh General HospitalBrand identity · Digital · POSM · Signage · Editorial
Rebranded the institution's public face: wayfinding, campaign, and patient-facing UI.
Freelance Designer
Selected clientsBrand · UI · Packaging · Print · Illustration
Long-term collaborations with studios and founders building from zero.
Education
2017-2022
BA Graphic Arts
HCM University of Fine Arts
2019-2021
Design Anthropology
DAS · Design Anthropology School