Content systems that moved real business metrics

Every project here started the same way: understand the problem, audit what's broken, then build something that holds up in two languages and scales past launch day. These are the ones with the numbers to show for it.

HSBC

UX content for the peer-to-peer payment launch

Banking app UX writing for a regulated, time-pressured launch with no existing content precedent.

Avo Insurance

Bilingual brand and content development

Building a bilingual English and Cantonese content system from zero, tone of voice through to onboarding copy.

Avo Insurance

Bilingual marketing campaign content

A KOL collaboration spanning a physical mural, an Instagram AR game and a campaign minisite.

SHOPLINE

Building a cross-cultural content design framework

A repeatable framework for reconciling high-context and low-context user expectations within a single product.

Bybit

Proving content's value through A/B testing

Proving copy moves business value and conversion.

Bybit

Building an AI content system at scale

Moving a 16-person team beyond ad-hoc AI usage to a structured system with scenario-specific prompts, dedicated tools and a mandatory human review layer.

Bybit

Leading a remote content team from day one

Promoted straight into leading a new, fully remote copy team — building the trust, governance and stakeholder relationships that didn't exist yet.

Bybit Card

Product positioning and content system rebuild

Fixing a disjointed content workflow, devising the product proposition and aligning content, brand and UX.

ByCustody

Content design for institutional trust

Building cybersecurity trust for two very different audiences.

Bybit Earn

The integrated content machine

Integrated content strategy for Bybit's wealth management arm during market volatility.

Endowus HK

Bilingual SEO and GEO content strategy

Localising Singapore fintech content for Hong Kong across 8 channels

Various

Long-form writing and journalism

Journalism, public policy research and geopolitical analysis published across Hong Kong, Asia and internationally.