Amy Chao

Multidisciplinary Designer + Innovation Strategist

London, United Kingdom
Locked Pro Plan feature


Projects credited in

About me

The heartbeat of my work is to further human connection and help brands engage their tribe, crafting impactful stories, products, and experiences at the intersection of fashion, retail, travel, & tech. My superpower is to help drive brands forward, distilling insights into designs, strategy, and action through comprehensive skill set across creative direction, product and brand development, trend analysis, and market research and strategy with a global perspective. Excited to bring ideas to life visually and physically via collaboration. London based multilingual New Yorker with Chinese roots, adapt in building global relationships.

Locked Pro Plan feature


  • Fashion
  • Adobe Photoshop/indesign/illustrator
  • 2D Animation
  • Brand Developent
  • Content Creation
  • Innovation
  • Creative Entrepreneur
  • Product
  • Cinemagraphs
  • Retail

People I’ve worked with

Companies I’ve worked with

  • F


    • STA Travel

      STA Travel

      • Non Creative Industries
    • CreativeMornings London

      CreativeMornings London

      • Arts and Culture
    • VR Diversity Initiative

      VR Diversity Initiative

      • Social Enterprise

    Work history


    Chief Creative

    Safe & The City

    Apr 2018
    • London, United Kingdom
    • Full Time


    Development & Design

    VR Diversity Initiative

    Feb 2018
    • London, United Kingdom
    • Freelance


    Multidisciplinary Designer & Innovation Strategist


    Apr 2015
    • London, United Kingdom
    • Freelance
    • Helping brands and entrepreneurs identify and implement ways to innovate via visual storytelling, product design, and brand strategy to further human connection and increase engagement with audiences while embracing technology. As a creative and strategist, I connect the dots for a holistic approach. Exploring synergies across innovation embracing communities: Fashion Tech, Retail Tech, Makerspaces, and VR/ AR • Content creation from 2D animation to copywriting • Define key emerging trends across design, digital, tech, and experiential • Translate lifestyle editorial storytelling strategy from fashion to other industry sectors • Develop laser cut product collection 2016 • Concept and technical spec of onyx stone art sculptures 2015 • Market research and strategy for smart clothing label fashion retail app 2015


    Design and Business Partner


    Apr 2013 - Apr 2015
    • Indonesia
    • Full Time
    • • Partner in creative direction and business strategy for handbag expansion of independent Bali based jewellery brand • Improve website user experience with design and function overhaul to increase e-commerce opportunity and align brand identity across digital channels after a decade in business for founder • Strive to meet challenges of self-funded business to maximize budget resources for all functions from product development and production, website and system logistics, to marketing and PR to increase brand awareness and drive sales for wholesale and e-commerce • Co-direct brand image, visual communication, lookbooks, styling, and photo shoots


    Design and Brand Consultant

    Tribe Kelana

    Jul 2012 - Apr 2014
    • Indonesia
    • Full Time
    • • Partner in brand direction, interior design, and operational systems development of surf guesthouse and cafe project seizing opportunity to expand skills beyond accessories to surf tourism • Design floor plans, and source and custom design furniture, decor, and textiles • Conduct competitive market research to determine price structure and budget plan


    Design Brand Manager

    Kathy Van Zeeland

    May 2005 - May 2011
    • New York, United States
    • Full Time
    • • Perform multi-faceted design and brand development role as right hand to Owner and President for namesake brand • Contribute to CEO and President’s accelerated growth strategy for namesake brand and successful launch of multiple high volume private label business models • Create original logo hardware launched November 2006 and evolve designs 4 collections annually through May 2011 • Lead and mentor design team of 6 on all aspects of development process • Ensure brand aesthetic translate with integrity across lifestyle category expansion to luggage, apparel, shoes, jewellery and fragrance • Collaborate with Italy partnership Director and Buyer to meet market specific product needs for robust retail and outlet store growth from May 2007 to May 2011 • Achieve effective solution to season and delivery cycle differences between U.S. and European market distribution • Multifunction as International Product Manager instrumental to European market business & Social Media Manager in the absence of Digital Marketing department • Identify Facebook as best no cost marketing strategy and jumpstart engagement campaigns from August 2010 increasing community from 12,000 to 30,000+ by May 2011 through organic growth • Implement and direct social media marketing to increase brand awareness and represent authentic voice for Kathy as a brand and fashion personality • Address customer service issues voiced by Facebook fans and help initiate customer service department and policy guidelines to maintain high brand integrity • Mentored by handbag visionaries Bruce Makowsky and Kathy Van Zeeland


    Design and Product Development Manager

    Marc Ecko Enterprises

    May 2004 - May 2005
    • New York, United States
    • Full Time
    • • Assist President to set up new accessories division for apparel company expansion • Oversee design, sourcing, and development of accessories across 3 categories: handbags, belts, and hats to coordinate with apparel and cosmetic brands to capitalize each classification’s growth potential • Introduce vendor resources from previous relationships to strengthen factory base capability • Mentor in pilot project introducing high school students to fashion industry through design program from concept to factory sample for Sweat Equity Enterprise non-profit of parent company


    Senior Designer

    Lucky Brand

    Sep 2003 - May 2004
    • New York, United States
    • Full Time
    • • Realign design direction of accessories across 3 categories: handbags, belts, and jewellery cohesively to reflect authentic vintage aesthetic of denim brand heritage and fulfill merchandise plan for 3 divisions: retail stores, wholesale and specialty chain stores • Streamline complex factory matrix for development process by identifying best vendor resources • Explore inventive distressing techniques across all product and brainstorm with factories and product development team to perfect quality control within production standards



    Nine West

    Feb 2001 - Sep 2003
    • New York, United States
    • Full Time
    • • Multi-function design and product development role for various brands under the Nine West umbrella with hands on experience in 4 divisions: retail, international, wholesale, and second tier developing handbags coordinating with footwear • Support Design Director and VP of Sales in Fall 2002 U.S. re-launch of iconic brand Esprit for department store market aligned with ready-to-wear and shoes


    Branch Manager

    STA Travel

    May 1996 - Feb 2001
    • Philadelphia, United States
    • Full Time
    • • Direct high volume retail shop of global travel company specializing in student and independent travel reaching $2.7 million sales and plan aggressive yearly budgets to maximize profit growth • Produce High Achiever company-wide top sales of $700,000+ annual in 1999 and 2000 • Build strong local marketing campaigns in line with national branding via print ads, internet marketing, sponsorship of area university events, and club promotions • Represent U.S. division in company UK exchange (January - February 1998) • Cultivate growth of repeat clientele with dedicated focus on customer service



    Digital Marketing

    General Assembly

    Oct 2014 - Dec 2014
    • London, United Kingdom
    • Apply rigorous data-driven approaches to optimize digital marketing campaign. Effectively use social media and search marketing to acquire and engage new users for brand. Improve marketing performance by developing high-impact content and focusing on user experience. Holistic and actionable understanding of the current digital landscape to drive success and business growth. Instructors: Howard Kingston Co-founder/ CMO Adludio and Nick Smith Growth Hacker Gecko Board


    Bachelor of Arts Intercultural Communication

    Pennsylvania State University

    Sep 1992 - May 1996
    • University Park, State College, PA, USA
    • Minors: International Studies, French, and Chinese Diplome Superieur d’Etudes Francaises Spring Semester 1995 Universite des Sciences Humaines Strasbourg, France French language and cultural studies Advanced Level Certification Summer Semester 1994 Beijing University Beijing, China Chinese language and cultural studies