Hi there, I’m Xitong.

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I’m a Wellington-based creative digital designer. I work with small businesses, startups, and independent brands to create thoughtful, visually engaging identities that feel true to who they are.

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Before stepping into design full-time, I spent years working as a fine-dining pastry chef. That experience shaped how I think about details, presentation, and how people experience something by not just how it looks, but how it feels. Combined with my Chinese background, I naturally bring a mix of cultural perspectives and sensitivity into the work I do.

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Whether you’re building a brand from scratch or looking to refine what you already have, I’m here to help you create something that feels considered, cohesive, and genuinely yours.

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What Can I Help You With?

I focus on creating designs that are not only visually appealing but also clear, usable, and aligned with your business goals.

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• Brand identity (logo, visual direction, brand systems)

• Print design (posters, packaging, menus)

• Digital design (social media, visual assets)

• Creative direction and concept development

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Why Work With Me?

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Design That Feels Thoughtful

I care about the small details, the kind that people might not always notice consciously, but definitely feel.

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A Different Perspective

With a background in hospitality and a cross-cultural lens, I understand how branding lives not just on screen, but in real spaces and real interactions.

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Easy to Work With

I keep things clear, collaborative, and grounded. No unnecessary complexity, just a process that works.

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Built for Small Brands

I genuinely enjoy working with small businesses and founders. I understand the reality of starting something, and I tailor my approach to fit where you are.

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Let’s Build Something That Feels Right

If you’re working on a brand, whether it’s a café, a small business, or something more experimental, I’d love to hear about it.

Let’s create something that not only looks good, but feels right and grows with you over time.

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Feel free to reach out anytime 🙂