the one you wrote, and the one people remember after hearing a label.

13 years in design & teaching; agency co-founder; art/creative direction, marketing strategy for brands.

It’s a convenient label: need a logo? Call a Designer. Want a poster? Call a Designer. Even when a PowerPoint looks too bland… well, call a Designer.

I’ve realized I do plenty of things not listed in that “manual.” I’ve taught at universities, managed departments, served as a marketing director, and founded Lúa Studio – a boutique agency where visuals are just the surface, while strategy and operations run deep underneath.

So if you still want to call me a “Designer,” I’m happy to take it. Just remember: for me, design isn’t makeup. It’s evidence of systematic thinking.

From 01 label, I built 05 pillars — my way to turn design into a system.

From academia to leadership roles, I’ve learned one thing: the label “Designer” is just the surface. Underneath, there’s a framework I’ve developed and applied — the 5 Pillars: Strategy, Psychology, Narrative, Visual, Communication.

Head of Department – Industrial Fine Arts, Tôn Đức Thắng University (2018–2023)

Not just teaching, but redesigning how teaching works — managing programs, coordinating faculty, bringing new tech into the classroom.

Vice Dean – Faculty of Economics & Management, Văn Hiến University (2023)

An unexpected shift: from graphic design to management. Turns out “design” and “management” are the same game — arranging systems so things run smoothly.

Building an urban agriculture brand. A real-world test: narrative + data + strategy = something far beyond “making it look good.”

A boutique agency as a laboratory: where I bring together strategy, psychology, narrative, visual, and communication into one system. Visuals are the surface; systems are the core.