Hi! I’m Yie Hua, a creative lead and product-focused art director designing intuitive, emotionally resonant experiences across web, mobile, and immersive tech. With a background in brand strategy, UX/UI, and virtual storytelling, I bring a trans-disciplinary approach to building scalable systems that connect design vision to real-world impact.

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I began my career after earning a BA (Hons) in Advertising and Design from the University of Sunderland, working in agencies where I connected people and ideas through strategy, research, and design. My passion for emerging technology led me to pursue a graduate degree in Digital Media, where I expanded my storytelling practice beyond traditional platforms.

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At the heart of my work is a belief in design as a tool for empowerment. I blend user insight with bold visual direction to create purposeful, inclusive, and memorable experiences, always rooted in collaboration and driven by curiosity.