Goblin Mode is a hospitality brand redefining slow living through immersive, nature-connected retreats. As the creative and strategic lead, I spearheaded its branding transformation, crafting a distinct identity that merges modern exploration with raw, untamed beauty.

My work includes a complete brand identity overhaul, from logo redesign and BI/VI system development to marketing strategy and positioning, ensuring a cohesive and compelling visual and narrative experience.

In addition, I led the design, development, and launch of Goblin Mode’s social commerce platform, seamlessly integrating e-commerce with experiential storytelling to enhance customer engagement and drive conversions.

Beyond launch, I continue to oversee Goblin Mode’s Xiaohongshu presence, curating a content strategy that builds an authentic community and deepens brand affinity through thoughtful storytelling and audience engagement.