ART DIRECTOR AND DESIGNER
WITH 6 YEARS OF EXPERIENCE
IN ADVERTISING, BRANDING,
AND VISUAL DESIGN.
BASED IN KUALA LUMPUR
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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. But young Malaysians are celebrating differently by rewarding themselves with small treats throughout the day.
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 Melts 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 brandings. 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
Second Chance Sale was an initiative that Mossery create to give a second chance on slight defected items. Since the whole idea was to give a second chance to these items, I’ve used organic illustrations to portray a simple messaging however keeping it still on brand to Mossery. We’ve started up by having the Second Chance Sale online during Earth Month, ad posted social posting on instagram.
2022
Faculty of Fun is a Malaysian card game company that specializes 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 embrace 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, whom I’ve felt would best represent this theme; that is my grandmother. She was diagnosed with Parkinsons disease 9 years ago and from that day on our family watched how the disease has forced her to “lose” pieces of herself and her lovely personality. The publication aims to communicate with the audience through a typographical approach. The target audience would be primarily family members that are carer’s for Parkinsons disease patients and help pull in the gap between patients and carersby presenting the patients point of view throughout the publication.
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.