ART DIRECTOR & CAT MOM. AMBIVERT WITH A SHARP EYE & SHARPER CONCEPTS, RBF INCLUDED. WILL DESIGN*.
BASED IN KL
*FOR A GOOD PRICE
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2025
Company: VML Kuala Lumpur
Creative Director: Abby Tai
Group Lead: Joceline Yen
Art Director: Zoe Lee
Senior Designer: Vivian Tan
Copywriter: Shiqin
Production House: Mimomia & APV
Photographer: Nelson Chong
Video Director: Cru Bannon
You Deserve A Treat
KFC has long been seen as a treat for big occasions and group meals, making it a go-to for lunch and dinner. Yet, young Malaysians define treats differently, such as small treats throughout the day, rather than big celebrations.
Introducing KFC Treats, a sub-brand that puts KFC’s desserts, drinks, and light bites in the spotlight. Created for everyday pick-me-ups, we collaborated with fashion photographers and directors to give these menu items true main character energy.
2025
Studio Melt is a branding project that aims to build a pilates studio as a neighbourhood hub that focuses on personalized attention. The overall look and feel is designed to give customers a sense of belonging and comfort. The fluidity of the typography reflects the nature of a pilates studio and the idea behind the name, a place where customers can stretch and melt into the rhythm of pilates.
2024
Art Direction and Graphics: Zoe Lee
Photographer: Qiqi Chew
Model: Carol
When we think of a model, the first image that comes to mind is often someone tall and lanky, with high cheekbones and a bony frame. While society is slowly becoming more accepting of different body types, in a country as conservative as Malaysia, it is not always easy.
Carol, a friend, dancer, and mid-size model, is a prime example. By teaming up with my photographer friend, we decided to say to hell with the stereotype and show that different body sizes can be just as beautiful.
2025
Company: VML Kuala Lumpur
Creative Director: Abby Tai
Art Director & Designer: Zoe Lee
Blueberry Egg Tart Scarf for Mothers Day
In celebration of Mother's Day and the launch of our sweet Blueberry Egg Tart, we've created the Berry Wrap Scarf – a tangible expression of warmth and affection for mothers. Just as our Blueberry Egg Tart offers a delightful sweetness, this scarf is designed as a comforting embrace, something Mom can wrap herself in as a gesture of our love or may be used to wrap it up as a present. The scarf's design incorporates elements inspired by the tart, featuring blueberry fruits alongside KFC branding elements. The "Berry Wrap" name directly links to the tart's key ingredient, creating a cohesive campaign across both edible and wearable gifts.
2024
Company: VML Kuala Lumpur
Executive Creative Director: Surya Dipura
Creative Director: Abby Tai
Art Director: Zoe Lee
Designer: Vivian Tan
Senior Copywriter: Naomi Page Hon
Copywriter: Mia Goh
Production House: Mimomia
Director and Co-Director: Tommy Chin & Nelson Chong
Photographer: Nelson Chong
Win Different
PRYSM is a new activewear brand from PETRONAS entering a competitive market. How could a new local brand stand out among global sports giants? Instead of speaking to sports pros like the big leagues do, we spoke to everyday athletes who make up the majority of people playing sports today. By shifting the narrative from serious sports to a more seriously fun approach, the campaign celebrates feeling good and enjoying the game in your own way. Now thats Winning Different.
2022
Second Chance Sale
SSecond Chance Sale is an initiative from Mossery, created to give slightly defected items a second chance. To showcase our commitment to sustainability through our second chance items,
I used organic illustrations to portray a simple messaging, all while keeping it on brand for Mossery. We first launched the Second Chance Sale online during Earth Month through our website, ads, and social media.
2022
Faculty of Fun is a Malaysian card game company that specialises in FUN! This playful approach reflects the owner's passion for card and board games, which has been a significant inspiration for our branding. The logo prominently features a tongue-sticking-out design, symbolizing the playful and lighthearted spirit of Faculty of Fun. This embraces the idea that they are always fun and never serious!
2023
FLAAAH Pastery Box and CNY Biscuit Sleeve
Tasked with designing the pastry box & CNY Biscuit sleeve for Flaaah, a Malaysian bakery known for its pastries, desserts, and coffee, I drew inspiration from their core promise of fresh ingredients and handmade quality. The resulting design reflects these foundational brand values for both pacakging design.
2024
Company: VML Kuala Lumpur
Creative Director: Abby Tai
Group Head: Joceline Yen
Art Director: Zoe Lee
Designer: Joubey & Vivian Tan
Copywriter: Shiqin Shukor
Director: Shang Shen
Zinger Mantou & Zinger Plush Charm
For over 30 years, one burger has ruled Chinese New Year—McDonald’s Prosperity Burger. It’s become more than just a meal; it’s now a festive tradition. To break this long-standing ritual, we needed something bold. So, KFC introduced a game-changer: The Golden Crispy Zinger Mantou. A first-of-its-kind innovation that fused the beloved, pillowy-soft Chinese mantou with KFC’s iconic Zinger, creating a burger unlike anything before.
However we did not just stop there, we took the Golden Crispy Mantou beyond just a meal and turned it into an adorable, must-have plush charm. The Zinger Mantou plush charm sold out in hours, went viral on TikTok and 小红书 (Little Red Note), and racked up millions of views. But more than anything, people couldn’t get enough of the real Zinger Mantou, with orders selling out fast at KFC outlets nationwide.
2019
To Popo
This publication focuses on the idea of sickness. To be more precise, the idea of "losing" one's personality and health while battling a disease. However, to tackle this topic, I have chosen someone that is very dear to me and who best represents this theme; that is my grandmother. She was diagnosed with Parkinsons diseases 9 years ago and from that day, our family watch as the disease forced her to "lose" pieces of herself and her lovely personality. The publication aims to communicate with the audience through a typographical approach. The primary target audience would be family members who are carers of Parkinsons disease patients. Through this publication, it hopes to pull in the gap between patients and carers by presenting the patient's point of view.
About Me
Zoe Lee Ning Xin 李宁欣
zoeleenxdesign@gmail.com
Instagram @zoeleenxcom
Kuala Lumpur-based Graphic Designer and Art Director with 6 years of agency experience working with commercial clients, offering expertise in Graphic Design and Art Direction.