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I S A B O U T I Q U E A G E N C Y D E D I C A T E D T O B R I N G I N G

C L A R I T Y A N D D I F F E R E N C E T O B R A N D S .

I N C H I N E S E

M E A N S C L E A R N E S S O F T H O U G H T A N D A P P E A R A N C E .

OUR DIFFERENCE

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Knowing where to go entails knowing where we come from. When ethics meets aesthetics. When sense meets signs. There lies the vital strength of a convincing scenario.

our origin lies in the union of strategists who understand design, and designers who understand reality.

OUR PURPOSE

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Brands achieve their full potential when they engage people with empathy. When they deliver meaning with purpose. When they communicate a powerful narrative with a strong identity.

as water serves to reveal di�erent shades of ink, we dive into the Brand’s heart to liberate the Brand’s full potential and creativity.

B R A N D I D E N T I T Y , P U R P O S E , D I F F E R E N C E

N A R R A T I V E S T R U C T U R E

B R A N D L A N G U A G E

C O N S T A N T S & V A R I A B L E S

B R A N D I D E N T I T Y S T R A T E G Y

E D I T O R I A L & C O P Y W R I T I N G

C O M M U N I C A T I O N S T R A T E G Y

our métier is to clarify the Brand Identity to build a compelling, strong narrative.

We draw directly from the Brand’s di�erence to shape this narrative and define the Brand language – verbal and visual – that will ensure a consistent way of staging the Brand, always the same and always new.

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CONSULTI

NG

WORK

SENSE

SIGNS

E N G A G I N GT H E A U D I E N C E

C R E A T I V E C O N C E P T S W I T H M E A N I N G

T A N G I B L E D E S I G N S

from this strategic will, we provide design services that translate the Brand’s Story, its singularity, into tangible forms.

Our designs are derived from our expertise in branding and from our focus on delivering the right message to the right audience.

SIGNS

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DESIGN

WORK

Dream Ming stands for a network of talents, each expert in their own fields. We provide the management and art direction of projects to achieve a successful experience of the Brand.We act on specific environments where the user encounters the Story.

V I S U A L C O M M U N I C A T I O N

graphic designvisual identitiesadvertising packaging

F I L M S

fictionsshortsteaserscorporate movies

D I G I T A L E N V I R O N M E N T

creative conceptscontent productionwebsite designsocial media

E V E N T S

compelling narrativesevent stylingcreative programminguser experienceproduction

R E T A I L E N V I R O N M E N T

customer’s experienceconcept designvisual merchandisingfurniture design/productionwindow displays

C R E A T I V E C O N C E P T S W I T H M E A N I N G

PR ODUCTION

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PRODUCTI

ON

WORK

Graduate in Political Science and Economics, François Leblond began his career as Client Service Director with the group RSCG. Partner and Associate Director of The Creative Business agency, he then founded The Creative Factory in 1997, a Brand Consultancy, which is established in Geneva, with branches in Paris and Zurich. His responsibilities have led him to work with major brands and companies in areas ranging from luxury (Louis Vuitton, Ferragamo, Swarovski, Chloé, Parmigiani, Lacoste…), services (The Boston Consulting Group), FMCG (Nespresso, Nestlé Baby Food, Nestlé Breakfast Cereals/General Mills), mass distribution, premium brands (Téfal), public services (Veolia, GrDF, Romande Energie) and banking (Société Générale, Newedge…).

Specialised in Brand Strategy, he has contributed to the creation of significant international stories in the fields of Design and Communication.

françois leblondSENIOR

STRATEGIST

BOARD

MEMBER

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Lili Chieng de Montal has a desire. Let's say a personal project. Being both French and Chinese with business degrees from both countries, she wishes to change the way people think about Chinese brands. She believes brands have the power to reach people, trigger emotions, instill faith and shape our society.

After working seven years at Lacoste in Paris, Lili completed her creative MA in London at Central Saint Martins.

Having gained experience with international luxury Brands such as Louis Vuitton, DFS and Bluebell, she is now addressing Chinese companies that want to sustain a future in China and abroad. Her ambition is to (re)build trust in Chinese brands: creating responsible brands aiming at responsible consumers.

lili chieng de montalCREATIVE

DIRECTOR

FOUNDER

Born in Geneva, Gérard holds a Masters degree from HEC Lausanne with a specialty in Finance. Having been exposed to brands across industries during his international career at Citi and subsequently his various business ventures, Gérard realised they all needed a new breed of branding agencies.

From this realization stemmed an unstoppable drive to establish Dream Ming as The Boutique Agency for Brands, putting the client’s unique identity at the core of its creative work allowing the Brand to evolve and seek new growth avenues yet, staying true to themselves.

gérard bélichaMANAGING

DIRECTOR

PARTNER

OURTEAM

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flora feng chiengCONSULTANT

Born in Shanghai, Flora studied and taught Marketing as a full time lecturer at the Shanghai University. She found use of her academic credentials in the marketing and communication departments of one of China’s foremost hair product companies.

As the head of a team of 10, she successfully implemented the company’s communication strategy, activated various marking initiatives, and redefined and revitalised the company’s brand.

RESEARCH

ANALYST

andy liBorn in Beijing, grew up in Auckland, New Zealand, Andy obtained his degree in International Relations from Queen Mary, University of London. He belongs to a new type of Chinese diaspora that has transcended the Chinese / Global binary.

A fluent speaker of Mandarin and English, Andy not only understands but also appreciates cultural di�erences, not as barriers of communication but as an endless source of inspiration and creativity. He joined Dream Ming shortly after moving to Hong Kong from London, with the desire of reaching out to clients from and active in the Greater China Region. His passion for semiotics will aid him in copywriting and deciphering brand narratives.

Originally from France, Laure has lived most of her life outside of her country, travelling the world from West to East. Her exposure to di�erent languages has nurtured her love for words and stories, guiding her along her odissey as a wordsmith.

Laure majored in Art History at la Sorbonne. Over the years she has gained extensive experience in writing, throughout her academic journey as a PhD candidate, and as a freelance writer.

Laure joined Dream Ming in 2014 as a copywriter, pursuing her passion for writing. She brings with her an eye for aesthetics and a cultural sensibility.

laure phelipCOPY

WRITER

OURTEAM

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SENIOR

DESIGNER

kafai mak

OURTEAM

GRAPHIC

DESIGNER

claudia chanhoiGRAPHIC

DESIGNER

hauyi lamBorn in Guangdong, Hauyi graduated from Birmingham City University with a degree in Visual Communication and from Hong Kong Baptist University with a degree in Visual Arts. Throughout her academic journey Hauyi gained extensive design experience with her work being featured in various exhibitions in Hong Kong, Berlin and Japan. She is passionate about typography which, especially in Chinese, can reveal so much about the language of a brand. Hauyi joined Dream Ming as a Graphic Designer bringing her talent and awareness into the concepts behind her designs.

Born in Hong Kong, Claudia graduated from London College of Communication in Graphic and Media Design.

Her work was featured in Creative Review and Choi’s gallery magazine propelling her to various postings at London based design studios. She believes innovation and creativity can make a better world for us to live in. She also has more than a decade of professional training in painting making drawing one of her key specialties at Dream Ming.

Claudia joined Dream Ming when she moved back to Hong Kong, continuing to pursue her love for illustration and making use of her excellent drawing skills in her designs.

A British born Chinese, Kafai completed his degree in Illustration from Chelsea College of Arts and University of West of England. Over the years he gained extensive experience in advertisement, book illustration and in his last posting as head designer spearheaded the creative department of a multi-award winning creative agency.

Kafai joined Dream Ming as the Senior Graphic Designer bringing his distinctive talent and vision for creating deep personalities and brand identities through the art of visual storytelling.

OURCREDENTIALS

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“Managing a brand is about understanding its core identity and purpose to imagine its (bright) future. This simple rule requires outstanding talents. Talents which are hard to find since they need opposite competencies: being rational and creative.Managing a brand is also about understanding people and social trends. This also requires outstanding and rare profiles: understanding the West and the East, as well as understanding the physical and digital worlds to better engage customers.Dream Ming has them all! From brand building to marketing concepts and creative directions, Dream Ming is a perfect partner to accompany ambitious brands in their development across the world.”

Patrick de MontalV I N E R Y O W N E R A T D O M A I N E D ' A R T O N

“After taking time to understand our culture and strong aesthetic sense, Dream Ming worked on the visual identity of the Brand, the design of our website, and the design of new wine bottle labels.Lili and Bruno approached the project very personally, conceiving a timeless, trend-free concept through which one could feel Arton’s soul. They managed to distill and translate our distinct sentiments into something tangible, conveying our spirit exactly as we envisage it. They have successfully expressed Arton Estate and its wine production as a French art of living, in respect of our wine-making expertise. The work was tremendously satisfying as it captured our personality and character with startling perfection, beyond our expectation.”

“Dream Ming has a talent for creating a visual voice for a Brand, and their understanding of its global vision allows them to manipulate this voice so that it is expressed consistently in every idea. Beyond their designs, Dream Ming’s relationship with branding does not simply involve providing instant solutions – rather, they o�er substance that Brands can continue to use to fuel their own creativity and development.”

“Lili has worked on the creative direction of projects involving stakeholders from global licensee partners to the Lacoste family. Her role required her to master Lacoste’s Brand Identity and Language and to design only from the Brand’s realms of uniqueness. Today her agency Dream Ming has expanded her ability to build strong Brand strategies and unfold them into creative solutions. The beauty of her concepts was that they didn’t need explanation, and Dream Ming’s dedication and continual diligence is impossible not to notice.”

Marc LumetF O R M E R C E O A T L A C O S T E

“For us they were a calming breath. A beautiful break amidst the turbulence of the daily grind. A haven for self expression in complete serenity and confidence, and for finding the right words of expression for our brand.They were a key step in our development. A springboard that gave us the means to fly higher, a bit further, clearly without ambiguity.Dream Ming was also a wonderful meeting with two exceptional women: Lili and Raya, extremely energetic, enthusiastic, generous, demanding, perceptive and reassuring.Finally, Dream Ming provided us with the key to reflection and inspiration, the paths and the solutions… Their work is an inexhaustible tool that we consult with each new stage of our development.”

“I have worked with Lili Chieng de Montal on several projects for Lacoste including 2 major trade image events in New York aimed at creating very aspirational concepts and driving e�cient sales results.I was very impressed by how Lili took inspiration from our heritage and DNA, gave it a modern twist and came up with a strong storytelling and e�cient approach to reach the goals we defined together.The concept developed by Lili for Macy’s flagship store in NYC and the superb level of execution allowed us to secure all the window spaces as well as visibility across the entire main floor. This was the first, and to date, the only time when any brand gained such exposure. In addition, her seamless liaison between licenses partners, local distributors, Macy’s themselves and other parties proved to be vital to the project’s success.”

Olivier BambergerL I C E N S E E S D I R E C T O R A T L A C O S T E

Valerie BillotF O U N D E R A N D C R E A T I V E

D I R E C T O R A T M U S K H A N E

Julien CassaigneC O O R D I N A T I O N D I R E C T O R A T L A G A R D È R E

“Dream Ming knows how to work proactively and apply its creative energy to brands. Thus, Dream Ming has responded perfectly to Louis Vuitton’s expectations, producing content that is at the same time aesthetic, innovative, and respectful of the brand’s DNA.”

Agnes de LencquesaingD I R E C T R I C E D E P R O D U C T I O N D I G I T A L E

C H E Z L O U I S V U I T T O N

Alexandre FauvetP R E S E N T C E O A T F U S A L P

OURTESTIMONIALS

The art of giving form to signs and sense in an expressive, harmonious and skillful manner. A N D T H E A R T O F W I N N I N G .

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CONTACT

15/F, Shun Feng International Centre, 182 Queen’s Road East, Wanchai, Hong KongTel +852 3952 4033 mystory@dream-ming.com

www.dr eam-ming .com