Annie Cheng
A little bit about me
I’m a design professional with over 15 years of experience working in in a variety of environments, from agencies to in-house teams, where I’ve led and built design departments from the ground up. My passion lies in crafting impactful marketing brand designs and creating user experiences that really connect with people.
One of my key strengths is corporate branding, particularly in the B2B technology space, where I’ve helped companies develop cohesive and recognizable brands that stand out in competitive markets. I’m all about finding that perfect balance between aesthetics and functionality, ensuring that every design not only looks great but also performs well.
Currently, I’m based in Toronto, but I freelance for clients across Canada and the US, helping businesses elevate their digital presence and reach their goals through creative and strategic design.
Notable Organizations I’ve lead design teams
2019-2022 / Sr. Director of Design
Digital technology innovation arm of Compass Group North America a global foodservice organization.
At Compass I lead and grew the product design
team to a team of 10 including design managers
who worked on five different mobile
food ordering products for cafeterias in higher education, hospitals and entertainment venues.
Accomplishments
Lead product design team to redesign two mobile
ordering applications to improve user experience resulting
increased positive reviews on app store.
Lead branding of Compass Ventures, a venture arm in new
technology at Compass.
2014-2019 / Head of Design
TouchBistro is a all in one restaurant management system.
As the first design hire at TouchBistro, I helped establish their brand design system, and built their design organization that grew to 20 people between marketing design and product design.
Accomplishments
Lead company wide rebrand and company website redesign. Rebrand has resulted in positive repositioning of the company through brand visuals and new messaging.
Redesign has created consistent branded experience across all touch points.
Areas I am well versed in and can support
Design
- Creative direction
- Branding & visual communication
- Design project management
- User experience design
- Visual design
- Website design B2B+B2C
- Brand refresh & transformation
- Design management
People & Operations
- Building effective and on budget design teams from the ground up
- Building hiring process for design talent
- Attracting talent
- Creating positive design culture
- Mentoring and growing talent
- Design budget management and forecasting
Others
- Defining value of design within organizations
- Helping organizations maximize the function of design
- Leveraging creativity and design thinking to solve problems
- Fostering positive work environments for cross-functional teams that work with design
Work With Me
I am available for short or long-term contract part-time preferably.
Fully remote only.
E-mail: hi@anniecheng.ca
