YUYE ZHENG
Dubai,United Arab Emirates
Summary
Multidisciplinary designer with experience across brand identity, cross-department visual systems, and personalized creative workflows. Led visual initiatives for a tourism group in Dubai, delivering cohesive branding and marketing assets for 10+ business units. Also worked independently as a portrait illustrator, using symbolic, client-driven processes to produce culturally resonant visuals. Skilled in bridging creative direction with execution in both corporate and freelance environments.
Overview
6
6
years of professional experience
5
5
years of post-secondary education
Work History
Lead graphic designer
Highway Investment L.L.C
Dubai
2025.03 - Current
- Designed and implemented a cohesive brand visual identity system for the entire group, enhancing overall brand consistency and market presence across multiple business units.
- Played a key role in the creative planning and execution of the company's 15th anniversary annual event, delivering a full suite of promotional visuals including digital and print assets.
- Provided end-to-end visual design support for tourism products across 10+ subsidiary departments , including product branding, digital brochures, promotional graphics, and cross-departmental visual materials.
Illustrator
Self-employed
Shenzhen, China
2024.11 - 2025.02
- Created personalized , storytelling-style digital portraits for over 20 international clients from diverse cultural backgrounds across different countries.
- Developed a hybrid creative workflow involving in-person energy-based conversations or curated digital materials (e.g., photos, texts, objects, voice memos, memes) to capture identity and narrative depth.
- Final works were shared with clients and selected for exhibition on Instagram, Xiaohongshu (RedNote), and a curated personal portfolio.
Night Kitchen Leader
Pret A Manger
Brighton
2024.05 - 2024.08
- Led a team of 8+ across 3 franchise locations, managing to supervise the first daily productions, building a respectful, collaborative vibe and driving a cohesive production flow
- Increased production efficiency by 18% through strategic shift planning and proactive task allocation tailored to individual strengths
- Motivated team members with daily feedback and open communication, resulting in a 20% improvement in team morale and retention-especially crucial during challenging night shifts
- Ensured 100% compliance with safety, hygiene, and quality standards, by setting a clear example and providing comprehensive training
Team Member
Burger King
Brighton
2023.06 - 2024.05
- Consistently handled high-sales shifts, managing over £800/hour during peak periods with adaptability and resilience
- Delivered attentive customer service by quickly recognizing and responding to individual needs, improving satisfaction and encouraging repeat business
- Cross-trained in multiple roles, allowing flexibility to cover both front and kitchen tasks independently, ensuring smooth operations even during unexpected staff shortages
- Resolved conflict effectively and diplomatically, creating a positive environment for customers and staff during high-stress situations
Co-Founder & Lead Visual Designer
Skogkatt Cultural Communication Co
Shenzhen, China
2019.12 - 2021.09
- Developed and standardized a content strategy guide for brand promotion, leading to a 30% increase in social media engagement and successfully supporting multiple team campaigns
- Created a new brand identity system tailored to client needs, which contributed to securing a 20,000 CNY (equivalent of 10,000 AED) investment and enhanced the startup's market presence
- Served as the main point of visual communication between the startup and external partners, effectively coordinating disputes to align on campaign strategies and deliverables
Social Media Marketing Manager & Event Coordinator
University Film & Television Association
Shenzhen, China
2019.09 - 2021.09
- Graduation Project: Participated in a team of 300+ to produce a graduation video that garnered over 570,000 views , coordinating dancers, photographers, and editors over a 3-month period to deliver a highly successful final project.
- WeChat Account Growth： Led the team to increase WeChat Official Account subscribers by 66.7% from 2019 to 2020 through innovative social media campaigns and event promotions, with peak article views reaching 32,000.
- Team Engagement System: Implemented a bonus incentive system to boost team engagement, ensuring members felt valued and empowered, which strengthened team cohesion and overall productivity.
Co-founder & Online Sales Manager
The 12th Challenge Cup Student Entrepreneurship Competition
Shenzhen, China
2019.06 - 2019.09
- Led creative direction for promotional campaigns by developing an authentic, customer-centric sales approach and consistent brand identity
- Oversaw end-to-end customer relations and supplier partnerships, from product shipments to after-sales service, providing a seamless experience and building long-term customer loyalty
- The project earned third place in a business competition and exceeded 10,000 CNY (equivalent of 5,000+ AED) in sales through strategic brand positioning
Marketing Manager & Project Organizer
Shenzhen Youth Development Foundation
Shenzhen, China
2019.02 - 2019.04
- Organized and promoted music education initiatives for children from marginalized communities, impacting 100+ children by coordinating with local partners and facilitating music workshops
- Developed promotional brochures and marketing articles to generate interest and encourage community involvement, showcasing strong communication and design skills that contributed to program success
Education
Bachelor of Arts - Advertising
Shenzhen University
2017.09 - 2021.06
Master of Arts - Graphic Design
University of Brighton
2021.09 - 2022.10
Skills
Design & Creative Tools
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Procreate
- Microsoft Office Suite
- Visual Storytelling & Branding
- Creative Direction
- Cross-cultural Communication
- Interview-based Discovery Process
- Team Collaboration & Management
- Project Ownership & Client Engagement
Languages
English
Advanced (C1)
Chinese (Simplified)
Native
Timeline
Lead graphic designer
Highway Investment L.L.C
2025.03 - Current
Illustrator
Self-employed
2024.11 - 2025.02
Night Kitchen Leader
Pret A Manger
2024.05 - 2024.08
Team Member
Burger King
2023.06 - 2024.05
Master of Arts - Graphic Design
University of Brighton
2021.09 - 2022.10
Co-Founder & Lead Visual Designer
Skogkatt Cultural Communication Co
2019.12 - 2021.09
Social Media Marketing Manager & Event Coordinator
University Film & Television Association
2019.09 - 2021.09
Co-founder & Online Sales Manager
The 12th Challenge Cup Student Entrepreneurship Competition
2019.06 - 2019.09
Marketing Manager & Project Organizer
Shenzhen Youth Development Foundation
2019.02 - 2019.04
Bachelor of Arts - Advertising
Shenzhen University
2017.09 - 2021.06
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