Hi there!
8+ years · Brand & Art Direction · Campaign · Tech, AI & SaaS
I'm Shine Tu,
Art Director &
Senior Creative.
I work across Brand & Digital Creative Direction for Tech, AI and SaaS, drawing on over eight years of experience across agencies, in-house teams and independent projects. This is where I keep the work I’ve made, the things I’ve written, and a few stories gathered along the way.
Selected work
A few featured projects that span brand, product and creative direction.
See the full portfolio →
Worked with
Teams and companies I’ve partnered with across agencies, in-house and independent projects.
About
From my first freelance projects in 2017 to my recent role as Art Director in tech, I’ve followed a fairly consistent way of working: start with the real story behind a brand, then carry it from the first idea into a complete visual system.
Outside of work, I still make time for small experiments, notes on what I’m learning, and the occasional thought that ends up on my personal blog.
More about me →
Good ideas take time
Notes on the craft
Thoughts, experiments and lessons from the process.
Why the Word “Real”?
ToshibaA closer look at how a single word can shape a whole campaign, and what it unlocks when it’s treated as a creative constraint.
An Old Myth for a New AI Tool
PromerUsing an ancient story to make a modern AI brand feel human, and why mythology still works in the age of algorithms.
When Art Direction Becomes a Set of Rules
ClawExpertsHow a simple set of visual rules can help a brand stay consistent across a growing family of products and agents.
Outside of work
I tend to pay more attention to light than to detail.
A smaller world always helps