Chaze @Mgroup

Client

Chaze@Mgroup

Project Type

Branding, Promotional Marketing, Event

Designation

Creative Director | Rossy Soon

During my time with M Group, I served as Creative Director overseeing two of its flagship lifestyle and F&B brands — Chaze and Lavo. Leading a team of four designers under my mentorship, I was responsible for shaping and maintaining a cohesive brand identity that reflected each outlet’s unique positioning while ensuring consistency under the group’s overall vision.

My work spanned from on-ground event branding and marketing activations to digital campaigns and social media strategies, ensuring both Chaze and Lavo connected with audiences across physical experiences and online platforms. This included refining brand identity systems, crafting promotional visuals, and curating campaigns that captured the essence of a dynamic nightlife and dining culture. Beyond creative direction, I also focused on developing talent, having trained more than ten interns throughout my career and guiding my design team toward delivering impactful, market-driven results.