Product Design
- UX/UI
- Web apps
- Internal tools
- Design systems
BRAND & CREATIVE DESIGNER · 11 YEARS
I design brands & build products that move.
11 years shaping identity, packaging and key visuals for 30+ brands — now designing and building digital products for eUp.
SELECTED WORK11—26
THAO THU
Brand & Creative Designer
CLIENTS SELECTED COLLABORATIONS
02
ABOUT
Creative, with purpose.
I began as a graphic designer. Across 11 years, my work has moved through identity, packaging, key visuals, print and digital experiences — always looking for the clearest visual expression of a brand. Today, as Head of Design at eUp Group, I also design and build the products and tools our teams use every day.
Creative Design
- Brand identity
- Creative direction
- Visual design
- Social & campaign
11YEARS
30+BRANDS
6INDUSTRIES
04MARKETS
VN · JP · KR · US
VN · JP · KR · US
03
PRODUCT
Built for real teams.
Running at eUp.
Products and tools I designed and built for eUp Group — from internal operations tools to AI-powered UX research workflows.
Beta
01 · INTERNAL OPERATIONS
eUp Onboarding Hub
Onboarding website for new hires: a 5-level journey over time, summarised policies, a contact directory and an editing mode for HR.
VIEW CASE STUDY ↗
Live
02 · UX RESEARCH · AI
AI-powered Usability Testing — Mazii
A UX research workflow built on Claude: it turns Figma designs into self-recording prototypes and evidence-based reports, so eUp product teams can validate designs with real users before development.
VIEW CASE STUDY ↗04
SELECTED CASES
Seven brands.
Seven distinct palettes.
Palette Passport — the structure stays consistent; each brand brings its own colour, rhythm and voice.
01
PREMIUM MEDICAL AESTHETICS · BRANDINGTrueskin Medispa
PREMIUM MEDICAL AESTHETICS · BRANDING
Trueskin Medispa
When clinical trust needs a more refined face.
- CHALLENGE
- Balance medical credibility with a premium, approachable presence.
- DIRECTION
- Clinical blue, softened through gentle material and visual cues.
- SCOPE
- Branding · Creative idea & design
ROLE Thao Thu — Creative Idea & Design
02
BEAUTY & LIFESTYLE · BRANDINGChérie Nails & Beauty
BEAUTY & LIFESTYLE · BRANDING
Chérie Nails & Beauty
Warm, feminine beauty — without the noise.
- CHALLENGE
- Build a warm lifestyle identity with a consistent visual language.
- DIRECTION
- A soft palette and floral imagery frame the nail work without overpowering it.
- SCOPE
- Branding · Creative idea & design
ROLE Thao Thu — Creative Idea & Design
03
IMMIGRATION & EDUCATION · BRANDINGCampbell Immigration
IMMIGRATION & EDUCATION · BRANDING
Campbell Immigration
A trusted identity for an international ambition.
- CHALLENGE
- Express prestige and trust without feeling distant.
- DIRECTION
- A classical pillar, deep navy and brass tones signal permanence and scholarship.
- SCOPE
- Name card · Cover letter · Envelope
ROLE Thao Thu — Creative Idea & Design
04
CULTURAL HERITAGE · ILLUSTRATIONViệt Legend 54
CULTURAL HERITAGE · ILLUSTRATION
Việt Legend 54
Heritage, translated into a contemporary visual language.
- CHALLENGE
- Reflect national identity and honour Vietnam’s legends, culture and heroes.
- DIRECTION
- A contemporary visual expression rooted in 4,000 years of national history.
- SCOPE
- Logo · Creative idea & design
ROLE Thao Thu — Creative Idea & Design
05
F&B · BRANDING & PACKAGINGSay Cheese
F&B · BRANDING & PACKAGING
Say Cheese
A playful character, clear at first glance.
- CHALLENGE
- Give an online premium cheesecake brand a distinctive, indulgent character.
- DIRECTION
- An elegant vintage-inspired female figure, rendered with expressive typography.
- SCOPE
- Logo · Packaging · Label · Illustration art
ROLE Thao Thu — Creative Idea & Design
06
LEARNING & SELF-DEVELOPMENT · BRANDINGKhông Gian Ba Gốc
LEARNING & SELF-DEVELOPMENT · BRANDING
Không Gian Ba Gốc
Morality. Wisdom. Willpower.
- CHALLENGE
- A comprehensive learning and self-development environment built around three core foundations of human growth.
- DIRECTION
- The mark combines a growing seedling, the character for “human” at its centre, and a sun symbol.
- SCOPE
- Logo · Creative idea & design
ROLE Thao Thu — Creative Idea & Design
07
HAIR & BEAUTY · BRAND IDENTITY & SOCIALZio Hair Hanoi
HAIR & BEAUTY · BRAND IDENTITY & SOCIAL
Zio Hair Hanoi
Effortless elegance. Confident beauty.
- CHALLENGE
- Hair salon for women.
- DIRECTION
- Deep blue, slate blue, soft gray, white, charcoal and light neutral.
- SCOPE
- Brand identity · Social content
ROLE Thao Thu — Creative Idea & Design
05
CRAFT WALL
A working archive of colour, form & craft.
Brand identities, packaging, illustration and print work across a decade of practice.
SCafe
Branding
115 Pharma
Branding
MZ Capital
Branding
Mid-Autumn 2019
Packaging
Tết Gift Box 2020
Packaging
Nam Quốc Sơn Hà
Illustration
Military Medical Academy
Express Agency Marcom
Long Thần - Lạc Tiên
Packaging
Pharmaceutical Packaging
Packaging
Zio Hair Hanoi
Brand identity & social
Military Medical Academy
Social / key visual
06
PROCESS
Make it meaningful.
Then make it memorable.
A creative process built around the brand, the audience and the reason behind every choice.
Brief
Goals · context · scope
Research
Brand · audience · market
Direction
Strategy · concept · visual route
Sketch
Explore · test · select
Refine
System · details · applications
Review
Feedback · handover · next steps
CREATIVE NOTE
Creativity begins with curiosity, grows through care, and becomes meaningful through clarity. ✦Creativity begins with curiosity, grows through care, and becomes meaningful through clarity. ✦
07
RECOGNITION
Sharing the craft,
growing the community.
Top 3 monthly initiatives
DLS
Speaker — “UI/UX & Customer Experience”
DLS seminar
Mentor — Product Pioneer Candidate
Foreign Trade University · Mentee team placed highest in Round 3