DIOR Women Summer Collection
Retail Interactive Experience
A WeChat Mini Program created for Dior Women’s Spring/Summer campaign, supporting in-store content creation and social sharing.
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I shape how brands are seen, felt, and remembered by connecting strategy with creative execution.
I translate insights into brand experiences that resonate with audiences and drive impact.
Meredith Zeng
I began my career in design, but I was always drawn to the thinking behind the work: why certain ideas resonate, how brands shape perception, and what makes people care.
My experience spans brand campaigns, digital experiences, visual design, and project leadership for global brands including Dior, Givenchy, and Apple, alongside experiential retail projects across Asian markets. I am currently pursuing a Master of Communication in Digital Media at the University of Washington, expanding my focus on brand strategy, content, and cross-cultural communication.
Master of Communication in Digital Media
University of Washington (Expected March 2027)
Bachelor of Fine Arts
Sichuan University of Science & Engineering
Shanghai, China
GAB CHINA / Shanghai, China
MK ILLUMINATION / Shanghai, China
MK ILLUMINATION / Shanghai, China
MK ILLUMINATION / Shanghai, China
Spectrum / Shanghai, China
Retail Interactive Experience
A WeChat Mini Program created for Dior Women’s Spring/Summer campaign, supporting in-store content creation and social sharing.
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Retail Interactive Experience
An in-store tablet game for Dior Baby’s Summer collection, designed to keep younger visitors engaged through playful interaction.
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Retail Activation
A QR-based lucky-draw activation connecting a Dior outdoor installation with a digital interaction and physical reward.
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Inclusive Retail Experience Design
Created as a Human-Centered Design final project, this team concept explores AI styling, fitting-room planning, and friend feedback for gender-diverse shoppers.
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Brand Campaign Strategy
Created as an Advanced Marketing final project, this campaign explores how Nordstrom could reconnect with younger shoppers through AI styling, immersive retail, and loyalty strategy.
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Brand Film Concept & Visual Storytelling
Created as a Brand Values & Creativity final project, this team concept transforms financial empowerment into an emotional story of ownership, opportunity, and community progress.
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B2B Sustainability Communication
A digital content ecosystem that makes sustainable packaging clear, structured, and relevant to B2B decision-makers.
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Sustainable Fashion Brand Refresh
A fashion-forward content direction for a B2B sustainable fashion brand, supported by AI-generated campaign visuals.
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Luxury Content Localization
Adapting global luxury content for Chinese social platforms while protecting Richard Mille’s premium brand image.
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Retail Environment Experience
A large-scale light installation for Taikoo Li Chengdu, using suspended cloud forms to shape a nighttime retail environment.
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Seasonal Retail Experience
A seasonal installation for Xintiandi Shanghai, using minimal illuminated forms to create a quiet winter setting.
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Retail & Public Space Activation
A multi-location light installation series developed at MK Illumination for retail and public spaces.
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Visual Communication
A collection of campaign visuals including key visuals, event graphics, and promotional materials, supporting brand storytelling across retail and marketing contexts.
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Editorial & Brand Materials
Designed annual publications and printed materials at MK Illumination, organizing brand information into structured editorial layouts.
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Developed visual and motion content for brand campaigns, including annual films that communicate brand identity and project highlights.
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