012025—PRESENT
BAIC INTERNATIONALProject image coming soonBAIC INTERNATIONAL
Global brand strategyOne corporate brand. Two product brands. One global system.
Brand Strategy / Architecture / Market ActivationView project
Independent creative company · Shanghai / ChinaEST. 2023
Ideas that movebrands forward.
DUI brings brand strategy, creative ideas and real-world execution into one connected practice — for China and markets beyond.
View selected workSelected work · 2023—2026
The work says it best.
From global brand systems to product launches, integrated campaigns and always-on content.
022026
TORRASProject image coming soonTORRAS
Flagship product launchesMaking complex technology easy to feel.
Product Strategy / Campaign / ContentView project
032026
XREAL × xbxProject image coming soonXREAL × xbx
Google Android XR partner · Always-on creativeAn always-on content system for XREAL — a strategic hardware partner in Google’s Android XR ecosystem — and youth brand xbx.
Social Strategy / Launch / ProductionView project
042025—2026
CAFEBREAKProject image coming soonCAFEBREAK
Lunar New Year integrated campaignFrom coffee sweetness to good things coming.
Strategy / Film / Social / OOH / ActivationView project
How we work
Strategy gives the idea a reason. Craft gives it a life.
We stay close from the first question to the final touchpoint, building work that is clear enough to align a business and distinctive enough to be remembered.
Capabilities
Built around the problem, not the department.
Brand Strategy
Positioning, architecture, narrative, identity and cross-market systems.
Product & Launch
Product strategy, value proposition, launch platforms and GTM content.
Campaign & Content
Integrated campaigns, social systems, film, photography and motion.
Experience & Activation
Retail, collaborations, GWP, pop-ups and physical brand moments.
Selected brand experience
DUI engagements and prior team experience. Public-use permissions are reviewed case by case.
NIKEAPPLEBAICXREALTORRASVIVOSKECHERSMGFILALEVI’SLULULEMONCAFEBREAKPENHALIGON’STMALL BEAUTYSCHWARZKOPF
DUI / 03
About DUI
Independent by design. Global in perspective. Close to the work.
DUI Creative China is an independent strategy and creative company. Our experience comes from global brand teams and leading creative agencies; our model brings senior thinking and hands-on making into the same room.
MarketsChina · North America · Europe · Southeast Asia · Middle East · Latin America · Africa
New business & collaborations
Bring us the hard one.
Brand strategy, product launches, integrated campaigns, content partnerships and China-market collaboration.
ivy.he@dui-ad.com