About Edith Chan
I’m a design leader with 16 years of experience building brand-driven and human-centered experiences across industries. My career began in branding, advertising, and creative storytelling — shaping emotional connections between people and brands. Over the past 3 years, I’ve expanded into experience design and UX, bringing brand purpose to life through meaningful, seamless, and useful customer interactions.
As Associate Director of Creative & Experience Design at VML, I help global clients connect Brand Experience (BX) with Customer Experience (CX), ensuring every touchpoint, from campaign to interface, feels consistent, intentional, and human. I’ve had the privilege of working with notable brands such as Microsoft, Hilton, Colgate, Sherwin-Williams, Vital Proteins, BIC, Anker, and more.
I believe the most powerful brands don’t just say who they are — they show it through the experiences they design. My strength lies in translating brand strategy into customer journeys and product ecosystems that deliver both business impact and human empathy.
My focus areas include experience strategy, brand transformation, and human-centered design, along with service design, digital ecosystems, and cross-discipline collaboration.
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