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a multidisciplinary designer focused on experiential storytelling, visual systems, and brand experiences




FROM CHINATOWN, WITH LOVE 2026


Roles: Creative Director & Lead Designer 

Brand identity and campaign design for a Lunar New Year supporting Chinatown small businesses and expanding the visibility of Chinese culture.

Created in collaboration with The W.O.W. Project as part of their annual From Chinatown, With Love program.

Rooted in the symbolism of the Fire Horse, the identity expresses energy, and transformation through a bold graphic system.

I developed and directed the visual identity, shaping its application across print, storefronts, and exhibition environments throughout New York’s Chinatown.

From Chinatown,
With Love 2026


Roles: Creative Director & Lead Designer

Brand identity and campaign design for a Lunar New Year supporting Chinatown small businesses and expanding the visibility of Chinese culture.

Created in collaboration with The W.O.W. Project as part of their annual From Chinatown, With Love program, celebrating community resilience during the year of the Fire Horse.

Rooted in the symbolism of the Fire Horse, the identity expresses energy, duality, and transformation through a bold graphic system.

I developed and directed the visual identity, shaping its application across print, storefronts, and exhibition environments throughout New York’s Chinatown.


This project reimagines the visual language of Chinatown by blending contemporary design with traditional Chinese typography. The design system paris expressive, culturally rooted characters with a bold layouts, bringing past and present into dialogue. 


Visual System

A bilingual typographic system balances Chinese and English, with emphasis placed on Chinese characters to foreground cultural identity. High-contrast type introduces a sense of tension and movement, reflecting the constant evolution of Chinatown.

A vibrant color palette departs from conventional expectations, establishing a fresh, energetic tone that invites a new generation to engage while honoring its cultural roots.


Print Application (Posters & calendar)

The Double horse graphic reflects an expanding dialogue, marking a shift toward broader audiences and cross-cultural collaboration, from East to West and across coasts to country.
The composition embraces contrast through black and white forms, expressing the duality of language and identity within the Asian American experience.


365 Days Calendar is part of an ongoing collaboration with Lucky Risograph, where print operates as a platform - connecting artists, writers, and Chinatown small businesses through seasonal and cultural narratives.



Digital Assets


Exhibition: Storefronts as Sites of Cultural Resistance

For this year’s edition of From Chinatown, With Love, we transformed the exhibition into a conceptual “FCWL Shop,” inspired by the idea of a 選物店－a curated store.

The challenge was to translate the everyday culture of Chinatown’s small businesses into a gallery setting that could engage wider audiences. The project uses design as a bridge between memory and reinvention, layering contemporary visual language with traditional Chinese characteristics. Bright, festive colors introduce a renewed visual rhythm that invites younger generations to see Chinatown as a living cultural landscape. Everyday objects of street level storefronts are brought into the gallery, reframing the neighborhood’s identity through exhibition.


 


FCWL 2026 Fundraiser Raffle  (A Collection by W.O.W. x Mischelle Moy)

Everyday Chinatown is a collection of handmade garments inspired by the stories of everyday Chinatown. The collection’s silhouettes build on Chinatown workwear and everyday items — from a quilted vest, to a granny cart, to aprons and an auspicious gourd – the pieces honor the beauty found through the grit and resilience of the neighborhood’s heart and soul: small business owners.

We designed fabric pay homage to Mischelle’s signature technicolor palette. Through the playful use of familiar patterns such as polka dots and argyle, each vignette serves as a window into the abundant scenes of Chinatown businesses.