Crafted by design
Welcome to my portfolio site
Tasman Lake, New Zealand South Island
about me
🎨 Designer. Brand Builder. Creative Explorer.
🇨🇳 Crafting brands and products in China since 2003.
Hi, I’m Michel — a designer and creative leader with a passion for turning ideas into experiences. Over the past two decades, I’ve helped shape brands and products across China with global names like Saatchi & Saatchi, Interone China (BBDO Group), Leon Cycle, and Warner Bros. Discovery. I also co-founded NLGX Design, an award-winning urban lifestyle brand with its own airport retail stores (yes, really!).
My journey began in advertising, where I worked on ATL, BTL, and digital campaigns for giants like BMW, MINI, Toyota, Nestlé, and P&G. Along the way, I’ve worn many hats — from Creative Director to entrepreneur — always blending strategy with storytelling and design with purpose.
These days, I’m leading creative and product development at Warner Bros. China Consumer Products division, bringing iconic characters and IP’s to life through our themed products and collections tailored for the Chinese market.
"The man who has no imagination has no wings."
-Muhammad Ali
Design Fields
Graphic Design
With a degree in Graphic Design and Visual Communication from the Münster School of Design in Germany, I've worked in the creative department of advertising agencies on above and below-the-line projects. From corporate identity to product branding and book design to graphics for t-shirts and apparel, my previous graphic work spans a variety of fields.
Digital Design
Over the years, I have gained a solid foundation in UI/UX design. From creating websites, online ads and banners to managing the e-commerce stores for our apparel brand and running social media platforms and e-newsletters, I have created for large screens and mobile devices with always the user in mind. I'm also currently the Social Media Manager for Lifeline China.
Apparel Design
With 10+ years of experience in apparel design, I created product lines for clothing in the men, women and kids category. I designed labels, chose fabric, materials and made choices about trim and fit, as well as preparing tech packs and print graphics for production, prototyping and sampling. I've overlooked the whole process from ideation to finished product.