I'm Denis Lee, a Brand Designer with 10 years of experience building visual identity systems and motion content for hardware and consumer tech, from defense technology at Tron Future to gaming hardware at ASUS and ROG.

AI plays a big role in how I work, but not as a replacement for design. It's a way to strengthen the process. Before mainstream AI image tools existed, I was already training custom models to generate campaign-ready characters. Since then, I've used AI to widen what one designer can realistically produce and to compress timelines that used to require entire teams, without ever handing over the judgment calls that actually make something on-brand. That process is fully documented in the A.I. Lab, from prompt to final render.

I care about the parts most people skip: the system behind the surface, and the craft behind the shortcut. Whether it's a full brand identity, a motion campaign, or a tool that lets non-designers create on-brand work, I'm drawn to projects that reward precision and reward curiosity.

///Awards

IF Design Award 2025 / Website

ROG MBTI Gamer Card

[ Link ]

IF Design Award 2023 / Integration Experience

ROG Strix Scar Integration Experience

[ Link ]

IF Design Award 2023 / Animated product video

ROG FLOW X13

[ Link ]

IF Design Award 2022 / Integration Experience

ROG Zephyrus G14 AW SE Packaging

[ Link ]

Red Dot Design Award 2022 / Online Film

ROG Zephyrus Duo 16 Product Video

[ Link ]

Red Dot & IF Design Award 2021 / Product Video, Computer Animation

ROG FLOW X13

[ Link ]

Red Dot Award 2021 / Animated product video

ROG Strix GT35

[ Link ]

///Experience

Tron Future Tech

2025 - Present

> Principal Designer

• Own end-to-end brand visual identity system, including logo, typography, color system, website, and UI direction; mentor 1 designer on execution
• Lead exhibition visuals, product animations, and interactive brand experiences for launches and trade shows
• Designed a 4-step AI-assisted production pipeline (Claude Code, Gemini Flow, Higgsfield), compressing production timelines from months to weeks while keeping final creative direction and brand judgment hands-on
• Built an internal AI-powered app in Google AI Studio for presentation decks and product scenario imagery, lowering the production barrier for cross-functional teams while maintaining consistent Tron Future brand style and output quality

Kicks Crew

2024-2025

> Acting Creative Team Lead

• Led and mentored a 2-person design team, overseeing brand visuals across campaigns, social media
• Established brand guidelines and design templates, improving consistency and turnaround efficiency
• Unified cross-platform design standards, strengthening storytelling across customer touchpoints
• Partnered with marketing and product teams to grow brand presence in the sneaker and streetwear category

Asus Design Center

2019-2024

> Design Specialist

• Designed key visuals, packaging, and animated films for ROG; built brand identity systems adopted across 6 product lines (4x ROG, 2x ASUS), collaborating cross-functionally with marketing, R&D, ID, and UI/UX teams from concept to launch
• Led AI-driven creative development, AR design, and interactive packaging projects
• Produced 10+ product videos generating 100K-700K+ views each on YouTube, with select releases surpassing 1M
• Earned 8 international design awards (4x Red Dot, 4x iF) for brand identity and motion design

Paktor

2018-2018

> Motion Graphic Designer

• Designed brand and product visuals, including in-app graphics and campaign assets, for a Southeast Asia social dating platform
• Created motion content supporting user engagement and brand storytelling

Freelance Motion Graphic Designer

2017-2018

> Motion Graphic Designer

• Produced motion graphics for global brands, including Volkswagen, Nike, Jordan, Samsung, YouTube, and ASUS