I was part of the UnionPay regional pitch, collaborating with clients from both China and Southeast Asia.
It began with a simple question: how can UnionPay fit seamlessly into the everyday lives of people across this region?
From uncovering cultural insights and cross-border lifestyles to shaping the creative territory, I worked with the team to craft a vision of UnionPay that felt both relevant and human - a brand woven naturally into how Southeast Asia moves, connects, and lives.
