HTC VIVE PACKAGING

This project was a career-defining moment in packaging design. As Senior Art Director and design lead, I partnered with the San Francisco Industrial Design team and the Packaging group at HTC’s Taiwan HQ to completely reimagine the VIVE’s packaging and out-of-box experience. The initiative began with a blue-sky brief that encouraged bold thinking around structure, sustainability, and material innovation. Our focus was on creating a premium unveiling that matched the groundbreaking nature of the product itself. Every detail—from the structural design to the choice of finishes—was crafted to heighten the sense of anticipation and quality.

We choreographed the out-of-box experience to mirror the setup process, ensuring users felt guided and confident from the first moment. Supporting collateral, including welcome cards, manuals, and product documentation, was designed as an integrated suite, each piece reinforcing the VIVE brand promise. The result was packaging that not only protected and presented the hardware but also delivered an immersive, branded experience that set the tone for the technology inside.

HTC — Eco-Friendly Packaging

Co-directed the design of HTC’s Eco-Friendly packaging initiative with Tung Chiang. Together, we carefully considered design attributes to generate warmth and approachability while aiming to reduce the environmental footprint of HTC’s consumer product packaging. We accomplished this by reducing dimensionsal size, using renewable resources and innovating structural components to help make the box lightweight while providing protection. We reduced packaging weight by 44%, size by 13% and achieved a transportation carbon footprint reduction by 44%. This extremely simple and unadorned design for phone packaging elevated the bar, differentiated HTC’s packaging at retail, and challenged an industry to adopt new and sustainable packaging solutions.

HTC 10 - Device Packaging

The HTC 10 packaging was brought about as an effort to make the launch of the HTC 10 device as special as the device and campaign efforts. This required a complete redesign of the packaging, we scrapped everything to help elevate and differentiate the design from previous HTC device packaging. I led a team of designers, tasked with Art Directing a solution that highlighted the elegant simplicity of the device. After hundreds of sketches, 3D studies, and physical prototyping, we designed a packaging solution that had a unique and clever out-of-box experience. We decided on using a paper-wrapped rigid board packaging structure. We designed white box packaging samples at various scales, dimensions, and enclosure types, with studies in color, material and finishes. We worked with vendors in Taiwan and China to engineer three unique structures with removable drawers, inset molded paper pulp trays, and soft-touch and spot varnish coatings for a supple hand feel.

Hyascent — Brand Creative

As design lead, I helped Hyascent with a complete brand package including their identity system, color palette, packaging, trade show booth, print collateral, manuals, in-store displays, photo retouching, and digital illustrations for their catalog and website.