Designed at the intersection
of brand, hardware, and AI.
Brand architecture, industrial design, 3D production,
and launch promotion — we’re involved in every stage of product development.
It might feel like it’s been a while, but As If is actually quite new. At the very beginning, I was certain of only two things:
Design isn’t just decoration. It has to be genuinely useful at the product level. I only take on projects I truly resonate with—even if that means saying no to most.
Before this, I spent years working with hardware teams that took design seriously. My time at Smartisan taught me that a product's soul can be expressed through design. Later projects made me realize something else: if a product hasn't figured out its own identity, no amount of resources can fill that void.
That led me to what I want to do now: use this judgment to help products that deserve to be taken seriously. To think through every detail clearly, from brand identity to physical form.
And that is where As If begins.
It wasn’t planned, but I’ve found myself consistently working on the same kind of project: partnering with teams who have tangible products and are serious about building a brand.
My involvement goes beyond just delivering visual concepts. From brand architecture and visual systems to 3D and industrial design—I engage in every phase of a product's creation. The brand doesn’t stop at the conceptual level; it is physically reflected in the product's form, materials, and every touchpoint.
This is especially crucial for hardware teams. When the brand language and the product language stem from the same underlying logic, the consistency users feel isn’t a coincidence—it’s by design.
Sometimes, I join projects for equity. It’s not a gimmick; it’s how I show my true conviction in a project.
If branding happens too late, the market won't wait. Most teams only think about their brand after the product takes shape. But in a global market, the space you occupy and how seriously you're taken are decided at first glance.
Can design and business teams truly align? I believe they can, but only if the designer is willing to say, "This isn't the right direction." That’s why I choose to engage deeply with the business, rather than just waiting for a brief.
A hardware experience is built on countless details. Industrial design, CMF, packaging—every single element communicates the same message: this product deserves to be taken seriously.
I’ve always believed that design isn’t just about making things look good—it’s an amplifier for a product’s capabilities.
A clear brand can unlock markets that would otherwise be inaccessible. A rigorous visual system aligns a team on every decision. Hardware that is taken seriously lets users know the very second they hold it: this product is different.
From brand architecture to visual language, from industrial design to CMF, from product narrative to global launch—every phase design touches acts as leverage for the product’s core strengths.
This is why I started [As If]. And it’s why I only take on projects I truly believe in.
If you’re building a product that deserves to be taken seriously, I’d love to talk.
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