Overview

Chow Tai Fook, one of Asia’s most iconic jewelry brands, set out to reimagine its digital presence for a new generation of customers. As part of Lippincott’s brand transformation, I led the creation of the digital design system that brought the brand’s timeless craftsmanship and elegance into a scalable e-commerce environment.

Challenge

The existing e-commerce experience lacked cohesion across regional platforms, with inconsistent UI patterns and visual tone. The challenge was to translate the new brand’s refined luxury and cultural heritage into a modern digital system that could scale globally and feel premium yet approachable.

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Solutions

I developed a modular digital design system defining CTF’s core visual language—typography, palette, components and motion principles. The system unified web and mobile experiences, enabling faster content creation and consistent brand expression across markets. Through close collaboration with the brand and development teams, we delivered a flexible yet distinctive UI that embodied CTF’s luxury heritage and digital craftsmanship.