Brand Storytelling
I believe effective brand storytelling goes beyond promoting products. It builds meaningful connections between brands, communities, and audiences.
My approach combines editorial storytelling with audience insights: identifying authentic narratives, understanding cultural contexts, and translating brand values into stories that resonate with people.
With a background in sports journalism and social impact communication, I focus on creating stories that highlight human experiences, purpose, and the values behind a brand.
lululemon x Lanxiong Sports 懒熊体育
Challenge
How do you tell a brand story without making it feel like brand messaging? For lululemon’s 10th anniversary campaign “Worn by us” in Mainland China, the goal was to communicate the brand’s mission and values and increase the visibility of key products through authentic human experience rather than promotional copy.
Approach
Working with the brand and agency team, I developed a long-form feature for Lanxiong Sports centered on lululemon Educator Yuki Cai.
The story was built around Yuki’s personal and professional journey, how movement, community and connection shaped her experience as a yogi and as an Educator for the brand. By weaving lululemon's mission, "Inspire the world to sweat, grow, and connect," into a genuine personal narrative, the piece translated brand values into a story readers could relate to.
The project required close collaboration with the interviewee, editorial team, creative agency and lululemon's marketing team to ensure the story balanced editorial authenticity with campaign objectives.
Outcome
The feature was one of the key stories of the Worn by Us campaign and generated 20K+ views on Lanxiong Sports’ own platform, expanding campaign visibility among China’s sports and lifestyle audience.
Role
Story development · Interviewing · Feature writing · Stakeholder coordination
WTA x Titan Sports 体坛周报
Challenge
During the WTA China Swing, the challenge was to move beyond match reporting and capture the broader stories shaping the growth of women’s professional tennis in China, including tournament milestones, athlete achievements, commercial partnerships and the expansion of the sport’s influence.
Approach
As an on-site reporter for Titan Sports, I developed feature stories that combined real-time event coverage with broader industry perspectives. Through interviews, on-site reporting and editorial storytelling, I explored how tournaments, partnerships and organizational initiatives contributed to the development of women’s tennis in China.
Outcome
Coverage included the fifth anniversary of the Wuhan Open, the inaugural Zhengzhou Open, SAP’s partnership with the WTA, and the record-breaking prize money of the 2019 WTA Finals Shenzhen. By connecting sporting moments with wider cultural and business narratives, these stories translated the growth of women’s tennis into engaging content for Chinese audiences.
The coverage contributed to a broader understanding of women’s tennis in China by highlighting not only competition results, but also the people, investments and partnerships driving the evolution of the sport.
Selected works commissioned by WTA China tournaments & WTA APAC
WTA Wuhan’s Five-Year Anniversary: The Making of China’s First Premier 5 Tournament - Print Clip
WTA & SAP Partnership: Serena and Osaka Didn’t Rise Alone - Meet the WTA’s High-Tech Support Squad - Link
WTA Shenzhen Finals: Behind A Record-Breaking Prize Money Check - Part 1 | Part 2
Role
Interviewing · Feature writing · Editorial storytelling · Industry research