Pei Chiao Lin — Brand strategist, visual identity designer, photographer, and DJ in Brooklyn, NY

Hi, I'm Pei or you might know me as Pei Up .I'm a Brooklyn-based creative specializing inbrand strategy,visual identity,photography, and DJing.Whether that's a brand system on a page or a brand partner event on a dance floor, I am your girl.

Portrait of Pei Chiao Lin holding a Sony camera up to her face

Selected work

FreeFlow — A teacher-led brand system for AI in the K-12 classroom

FreeFlow

A teacher-led brand system for AI in the K-12 classroom

  • Strategy
  • Positioning
  • Voice
  • Identity
  • Guidelines
Ford F-150 Lightning — Cultural reframing for a new EV audience

Ford F-150 Lightning

Cultural reframing for a new EV audience

  • Strategy
  • Cultural insight
  • Campaign
Sapphi — Validating a queer dating app before the product existed

Sapphi

Validating a queer dating app before the product existed

  • Strategy
  • Experiential
  • Validation
Lindt Taiwan — Cultural localization anchored in Taiwan's 小確幸

Lindt Taiwan

Cultural localization anchored in Taiwan's 小確幸

  • Strategy
  • Cultural localization
First Spin — From features to confidence, repositioning a DJ platform

First Spin

From features to confidence, repositioning a DJ platform

  • Strategy
  • Positioning
  • Naming
  • Voice
  • Identity
  • UX
Anti — Category disruption in FMCG

Anti

Category disruption in FMCG

  • Strategy
  • Positioning
  • Identity
  • Packaging
  • Voice
  • Web
Tandem — Trading decision fatigue for anticipation

Tandem

Trading decision fatigue for anticipation

  • Strategy
  • Identity
  • UX/UI
  • Illustration
  • Campaign
View full index →

Where I've been

Spearheading cultural localization and brand architecture for global agencies and independent firms — 7+ years across WPP, GroupM, Kepler, and direct founder engagements.

  1. Freelance · Brand Director2025 – Present
  2. WPP / Ford · Manager, Content +Aug 2023 – Feb 2025
  3. GroupM · Campaign Manager, Brand Partnerships & InfluencerOct 2022 – Aug 2023
  4. Kepler · Senior Analyst, Creative Media SolutionsNov 2021 – Oct 2022
  5. GroupM · Senior Executive, Strategy & PartnershipsAug 2020 – Oct 2021
  6. Surkus · Social Media ManagerOct 2019 – Mar 2020
Selected clients
  • Ford client brand logo
  • PepsiCo client brand logo
  • Lindt client brand logo
  • Audible client brand logo
  • Uber Eats client brand logo
  • Brita client brand logo
  • American Express client brand logo
  • Mars Wrigley client brand logo
  • Colgate client brand logo
  • & more
toolkit
  • Figma design tool
    Figma
  • Adobe CC design tool
    Adobe CC
  • Notion design tool
    Notion
  • Jira design tool
    Jira
  • CapCut design tool
    CapCut
  • Canva design tool
    Canva
  • Claude design tool
    Claude
  • Lovable design tool
    Lovable
  • ChatGPT design tool
    ChatGPT

Let's talk.

Open to full-time roles and consulting engagements.

peichiao.lin19@gmail.com