NEIWAI
Email Marketing
Paid Ads
Social Content
Print Collateral
OOH
NEIWAI, meaning "inside and outside," was founded in Shanghai in 2012. The brand specializes in elevated comfort through lingerie, loungewear, and activewear that foster a state of ease and harmony both inside and out. A pioneer of China’s body positivity movement, NEIWAI has launched numerous campaigns that went viral in China for promoting body diversity.
NEIWAI has grown from an online retailer to a well-established brand with over 100 stores worldwide and entered the U.S. market in 2020.
During my time at NEIWAI as the only in-house designer in the U.S., I worked closely with internal marketing and e-commerce teams, as well as external vendors, to art direct and design assets for the website, paid ads, social media, print collateral, and other brand materials—from concept to execution.