Ang · Bai Chia
Bai Chia (Ang) is a brand strategist, Senior Brand Designer, and Art Director with over ten years of experience connecting brand strategy, design, and marketing communications.
She helps businesses understand their market and customers, define meaningful brand and product positioning, and translate strategic insights into distinctive brand identities, products, and experiences.
Her approach combines market and consumer research, strategic thinking, creative direction, and design execution. With a background in Visual Design and Product and Service Design, she considers how brands create value for both businesses and their customers. Her work connects brand positioning with practical applications across products, packaging, digital platforms, retail environments, and marketing communications.
EXPERIENCE
With over ten years of experience across design consultancies, in-house teams, and independent projects, Ang has worked with brands in technology, food and beverage, beauty, wellness, lifestyle, and culture.
Her experience spans brand strategy, market and consumer research, brand and product positioning, visual identity systems, product and packaging development, digital experiences, and integrated brand communications.
She has contributed to projects involving new brand development, product planning, retail experiences, campaign communications, and ongoing brand content. Working across strategic and creative disciplines, she connects consumer needs, business objectives, and brand expression to develop coherent experiences across physical and digital touchpoints.
EDUCATION & PERSPECTIVE
She holds an M.A. in Product and Service Design from National Taiwan Normal University and a B.A. in Visual Design from National Kaohsiung Normal University. She also studied at Keio Media Design in Tokyo and ESA Saint-Luc Bruxelles in Belgium. Her academic and professional experiences across Taiwan, Japan, and Europe have shaped her cross-cultural perspective on design, consumer behavior, and brand experiences.
In 2025, her typeface design received the Judges’ Choice award and was selected among the Global Top 10 in Typography at the Global Design Awards.
Ang believes that strong brands are built through more than visual identity. They require a clear understanding of the market, meaningful connections with customers, and consistent experiences across every touchpoint.
For her, the value of brand strategy and design lies in connecting creativity with commercial thinking, transforming insights into products, communications, and experiences that people understand, value, and choose.
Ang 是一位擁有豐富經驗的品牌策略與設計專業工作者，專長涵蓋品牌策略、資深品牌設計、創意指導與品牌行銷溝通。
她協助企業理解市場與消費者需求，建立清晰且具有差異化的品牌與產品定位，並將策略洞察轉化為具辨識度的品牌識別、產品與品牌體驗。
她的工作方法結合市場與消費者研究、策略思考、創意指導及設計執行。憑藉視覺設計與產品及服務設計的跨領域背景，她同時考量企業目標與顧客需求，思考品牌如何創造實際價值，並將品牌定位延伸至產品、包裝、數位平台、零售空間與行銷溝通等不同接觸點。
擁有十五年品牌設計與策略經驗，曾任職於品牌設計顧問公司、大型企業內部品牌團隊，合作領域涵蓋科技、食品飲料、美妝、營養保健、生活風格與文化產業。專業經驗涵蓋品牌策略、市場與消費者研究、品牌及產品定位、視覺識別系統、商品與包裝開發、數位體驗及整合品牌溝通。
曾主導與參與新品牌建立、商品企劃、零售體驗、行銷活動溝通與長期品牌內容經營等專案。透過跨領域的策略與創意整合，連結消費者需求、企業目標與品牌表現，建立橫跨實體與數位接觸點的一致品牌體驗。
畢業於國立臺灣師範大學產品與服務設計碩士並擁有視覺設計學士。曾赴日本慶應義塾大學媒體設計研究所（Keio Media Design）及比利時 ESA Saint-Luc Bruxelles 交流學習。在台灣、日本與歐洲的學習及專案經驗，拓展了她對不同文化脈絡、消費者行為與品牌體驗的理解。
2025 年，她的字體設計作品獲得 Global Design Awards 評審首選獎（Judges’ Choice），並入選字體設計類全球前十名（Global Top 10 in Typography）。
Ang 相信，優秀的品牌不僅來自鮮明的視覺識別，更需要對市場的理解、與消費者建立有意義的連結，以及在各個接觸點持續傳遞一致的品牌價值。對她而言，品牌策略與設計的真正價值，在於連結創意與商業思維，將洞察轉化為人們能夠理解、認同並願意選擇的產品、溝通與體驗。
Awards
Global Design Awards 2025
Judges’ Choice Award & Top 10
Typeface design for BDA Awards Book 2023
Category: Typography
Typeface Design: Ang Bai
Agency: Eric Chan Design
ICWVCD Best Paper Award
2025 International Conference and Workshop on Visual Communication Design
Speculative Concepts of Natural Perception: Bamboo as an Interactive Interface
Category: Academic Research Paper
Authors: Che-Ting Kuo, Ang Bai & Chien-Kuo Teng
National Yunlin University of Science and Technology
Worked with
SSY International / Akaicoshi Japan Taiwan
IKEA Taiwan
HTC / VIVE
Starbucks Taiwan
COVATECH (FORVIA Group)
Taipei City Government
Windmill Wellness
EQUALZ Design
LE Biomedical
Café BON BON Canada
LA PETITE COLLINE & SHAN SHAN CAFE Canada
Greenroom Ideas Cooperation
Lily Wellness
Dienes Silver
MOGU
National Taiwan University Career Center
Eric Chan Design
PHDC branding consultancy
Leslie Chan Design