About
Shan Chen
CMF Designer, Creative Designer, Art Director
Shan Chen is a creative and strategic designer with 3+ years of experience spanning fashion branding, editorial storytelling, product development, and campaign design.
With a background in textile and CMF design, she creates seasonal colour and material stories informed by trend research, consumer insights, and brand strategy, while also developing compelling layouts, brand visuals, and 360° campaigns across fashion, lifestyle, and media.
Skilled at turning global trends into lookbooks, retail visuals, and integrated brand experiences, she manages creative projects from concept to launch with a focus on sustainability, material innovation, and emotional impact.
Shan’s approach prioritizes longevity and well-being, using design to foster meaningful connections between people, brands, and their environments.
Design Process
Step1: Discover
- General Research
- Understanding Brand Identity and Target Direction
- Experience Mapping
- Market Research & Benchmarking
- Trends
Step2: Startegy
- Creating a kit of parts and assets (2D to 3D)
- Brand Positioning
- Communication through CMF
purpose and story to
add clarity
- Encouraging sensory
experiences in CMF
Step3: Design
- Generating look and
feel directions
- Material Palettes
- Pattern and design
direction
- Proposals for the
right CMF directions
for brand aesthetic
and maintenance
Step4: Deliver- Implementing vision into physical
design with detailed
specification
documents
- Ensuring material
specifications meet
testing requirements
- Press images
- Creating process story
- Creating material for marketing