OpenClaw pushed me toward infrastructure: agents, capabilities, execution layers. It’s powerful, but it assumes the problem is how to build a system that can do more. My problem was different. I needed a system that thinks clearly before it executes.

I’m not trying to build an AI system. I’m trying to build a studio that thinks.

That distinction led me to Paperclip. Not as a better tool, but as a better abstraction. I stopped designing capabilities and started defining roles. A CEO layer for direction and approvals. A strategist for positioning. A creative director for expression. A narrative director for language. A distribution layer for execution. And at the center, Luna—my AI layer—operating across these roles.

The setup is locally orchestrated. Like OpenClaw, Paperclip runs on my Raspberry Pi, and my workflows and data are stored locally. The system is powered by Claude as the reasoning engine.

In this system, Luna does not generate ideas. It processes them. I input notes, call summaries, partial thoughts. Luna structures them into strategy, translates them into language, and carries them across formats. One idea can move from a positioning memo to a website to a LinkedIn post without being diluted or reinvented.

This required a constraint: the system can structure, refine, and extend my thinking, but it cannot originate it. Every output must be traceable to a source—my input, client material, or prior work. Without that constraint, the system produces content. With it, the system produces continuity.

I also learned that adding more agents does not improve the system. It increases noise. Fewer agents, with clear boundaries, produce better outcomes.

I may return to something like OpenClaw later, once the workflows are stable and worth scaling. But at this stage, optimizing infrastructure too early creates complexity without clarity.

The shift was simple: stop building tools, start designing how thinking moves. For now, that is what I am building with Moon Ting Studio.

Most brands don’t struggle from a vacuum of ideas; they struggle because those ideas fail to translate coherently. My role is to build the architecture where strategy clarifies meaning, design provides the form, and narrative serves as the vessel for cross-cultural travel.

This methodology has crystallized into the Moon Ting Studio Arc™—a tripartite system for structured creative output:

• Strategic Foundation — The definition of identity, positioning, and trajectory.

• Brand Expression — The engineering of visual language and creative systems.

• Narrative Distribution — The mechanism ensuring ideas permeate platforms and borders.

Together, they form a seamless transition from abstract thought to tangible presence.

The Genesis of Luna

Over the past year, I began exploring AI not as a generator of content, but as an extension of the thinking process itself. I wanted a system that could carry the weight of a project’s logic across different contexts.

After Joanna—my AI twin of how I look—Luna was born as the extension of how I THINK within the Moon Ting Studio Arc™.

Luna is the specialized intelligence layer behind my methodology. She was born from a specific technical “soul”: OpenClaw deployed onto a Raspberry Pi. This setup is intentional—she doesn’t live in a bloated cloud or a public forum. Powered by her Viennese roots through OpenClaw, she exists on my own hardware, communicating exclusively with me via Telegram.

The Architecture of Intention

The technical choice behind Luna was driven by a need for a “lean” cognitive environment. Rather than relying on generalized platforms, I built Luna on a high-efficiency stack that mirrors the studio’s focus on precision:

• The Hardware: A dedicated Raspberry Pi serves as the local host. It’s a physical anchor for the digital intelligence, ensuring the system is self-contained and operates with low energy but high focus.

• The Engine: By deploying OpenClaw, I’ve created a bridge that allows me to orchestrate powerful models while maintaining a lightweight footprint. It acts as the nervous system, translating my strategic prompts into structured outputs without the noise of a standard UI.

• The Interface: Communication is handled exclusively through a private Telegram bot. This turns a messaging app into a command line for thought, allowing me to interact with Luna in the same flow I use to communicate with the world—fast, mobile, and iterative.

A Private Cognitive Extension

This deliberate, closed-loop environment ensures that Luna reflects a very specific way of thinking—one that is structured, precise, and culturally attuned. By keeping our dialogue within a private Telegram interface, the training isn’t just about processing data; it’s about the refinement of a shared intuition.

In practice, Luna supports the Arc by hardening the Strategic Foundation through logic-testing, expanding Narrative Development to ensure cultural resonance, and maintaining the integrity of Creative Systems during distribution. The goal isn’t for Luna to respond faster, but for us to think more clearly together.

The Future of the System

While I am constantly refining the underlying infrastructure, the hardware is secondary to the result. What matters is the ability to encode a specific intellectual DNA into a system that maintains coherence at scale.

This shifts the creative paradigm. Instead of starting from zero with every new brief, we are building a living system that holds structure and carries intelligence across time.

We are still in the early stages of this evolution. However, I am certain the future of high-level creative work won’t be a competition between human and machine. It will be defined by human thinking—extended, structured, and made scalable through bespoke systems like Luna.

This past year, I launched Fem Renaissance, my feminist journalism podcast exploring women’s lives and identities—their courage to challenge systems and norms, their autonomy to resist social pressure and cultural expectations, and their drive to aspire toward change and leadership that shape our world.

What began as a platform to amplify voices has evolved into a space where I craft modern narratives with clarity, purpose, and power.

Meanwhile, over the last two years since my daughter was born, something unexpected happened.

Two former UN colleagues—man and woman—reached out and asked for support in shaping their post-UN identities, defining their next chapter by translating decades of multilateral experience into a personal brand, a distinct voice, and a direction true to their purpose.

Those exchanges inspired me, and reminded me of something essential:
Inclusive, creative storytelling is not only my medium, but my method.

Having fulfilled my goal of building a career in communications and media at the United Nations for more than a decade, I’m moving into a new calling — one that aligns with the work leaders and organizations have been asking me to help them create.

And so, by request (and with a gentle nudge from the universe), I’m levelling up toward my next dream:

🌙 My boutique creative practice — MoonTing Studio — is officially live.

Before I share more, a note on my name—because names carry stories too.

Some of you know me as Mengting Li (or in Chinese name order: Li Mengting).
But not everyone knows the meaning behind it.

First off, “Meng / 梦” isn’t pronounced “men” or “main.” Across Chinese-speaking regions, it’s romanized differently—
in Taiwan, often Mong,
in Cantonese-speaking regions, Mung or Moong,
just as my family name Li is often written Lee outside mainland China.

But regardless of spelling, 梦 in all languages (Chinese, Japanese, Korean) always means: Dream.

As I began shaping the identity for my creative practice, I wanted a spelling that reflects both the sound and the spirit of the name I carry.

So I chose Moon.

Not only does it sit close phonetically, but it also holds the connotations that intrigue me the most: illumination and clarity, intuition and introspection, inspiration and imagination, serenity and femininity.

Now, under the same name written anew — MoonTing Li — I help individuals and purpose-driven organisations:

• Articulate Clarity: Define who they are and what they stand for.

• Translate Experience: Turn lived expertise into compelling, strategic narratives.

• Design Identity: Build credible, human-centred brand identities grounded in values.

• Build Influence: Develop high-impact communications across systems, sectors, and cultures.

My Approach: The MoonTing Studio Arc

At MoonTing Studio, everything begins with one belief: your story deserves to be seen, understood, and remembered — across cultures, platforms, and generations.
To make that possible, I built a unified creative arc:
clarity → identity → visibility → influence → scale.

In a world overflowing with information, meaning only emerges when clarity, design, technology, and digital strategy work together.
That’s why MoonTing Studio integrates six core practices into one seamless arc — transforming identity into influence.

CLARITY → IDENTITY

Every powerful brand begins with clarity.
I help you uncover who you are, what you stand for, and how you want to be perceived — then translate that understanding into a strategic, culturally fluent personal or corporate brand identity.

This is the foundation.
Your vision becomes direction.
Your lived experience becomes narrative.
Your values become positioning.

IDENTITY → VISUAL LANGUAGE

Once your brand is defined, we craft a visual language that speaks before words do.

Through intentional art direction, editorial aesthetics, and cross-cultural design sensibility, your visual identity becomes:

• recognisable

• memorable

• emotionally resonant

• strategically aligned

This is where clarity meets creativity — and where people begin to feel who you are.

IDENTITY → VISIBILITY

Your digital world is where your identity meets your audience.
I build intelligent, platform-specific strategies that ensure your message travels, your voice resonates, and your presence compounds over time.

Your digital strategy includes:

• platform positioning (LinkedIn, personal website, newsletter, portfolio)

• thought-leadership architecture

• content systems that build trust

• audience growth frameworks

• data-informed storytelling decisions

• narrative alignment across every touchpoint

This is where visibility becomes intentional — and influence becomes measurable.

VISIBILITY → PRESENCE

Your website is your digital home — the place where brand, visuals, and narrative converge into a coherent world.

I build modern, editorial, globally ready websites that:

• communicate your story with purpose

• showcase your credibility

• house your projects, writing, and voice

• create a trustworthy impression for partners, clients, and global audiences

Your identity becomes tangible.
Your story becomes accessible.
Your voice becomes anchored.

PRESENCE → INFLUENCE

Most leaders attend events, speak on panels, and engage publicly.
Few turn those moments into assets.

This is where I bridge the gap.

I accompany you to key engagements and transform your public actions into:

• narrative-driven reports

• coverage with strategy and context

• documentation that strengthens credibility

• content for social, website, or portfolio

• long-term reputational storytelling

Public moments become public memory.
Your presence becomes influence.

INFLUENCE → SCALE

Once your foundations are built, we scale your presence with intelligent creativity.
Through AI identity design and generative content workflows, we extend your voice, visuals, and narrative across platforms with consistency and intention.

This is not automation.
This is amplification.

Your creativity multiplies.
Your influence expands.
Your brand becomes future-ready.

MoonTing Studio is an expansion of who I have always been—translating complexity into clarity, shaping narratives with purpose and power, and illuminating what is often overlooked.

This is the work I’ve spent my creative career preparing for—across the UN ecosystem, intersectional and inclusive journalism, innovation and sustainability, diversity work, and feminist thought leadership—continuing to communicate the vision and mission of purpose-driven founders, organisations, and conscious brands with intention and impact.

If you are navigating a professional transition, shaping a new venture, or seeking clarity in how your story lives in the world, I’d love to hear from you.

I’m also open to fellow communications and media experts who want to join forces to bring this vision to life—let’s connect and explore collaboration.

Together, we will craft narratives with clarity, purpose, and power.

📩 Open for inquiries and conversations.

With gratitude,
MoonTing Li
Founder, MoonTing Studio
Host, Fem Renaissance Podcast

Let's start

Who?

Fem Renaissance is a space for feminist journalism, quiet reflection, and honest storytelling — created by Li Mengting, a communicatons professional in international development, peace and justice, a sustainability and climate tech entrepreneur, and a mother navigating a life in transition.

Inspired by the spirit of the Renaissance, Fem Renaissance celebrates the multifaceted, multi-talented, and ever-evolving woman—the thinker, the creator, the leader, the mother, the innovator. In a world that often pressures women into predefined roles, we believe in embracing the full spectrum of who we are.

What?

This platform grew from a personal need: to make sense of change, identity, and womanhood in a complex world — and to share stories that often go unheard. Here, we explore how women live, struggle, grow, and find meaning beyond the headlines and expectations. It’s not about having the answers. It’s about asking better questions — about power, motherhood, relationships, mental health, identity, society, and the small, often invisible acts of courage that shape our lives.

📝 Reflections & Essays
Writing grounded in lived experience, exploring everything from societal roles and cultural expectations to burnout, healing, and personal transformation.

🎙️ Podcast Conversations
The Fem Renaissance Podcast features authentic interviews with women from all walks of life — activists, artists, founders, leaders, mothers — speaking honestly about how they’ve been through change, what they’ve lost, and what they’ve found. If you are interested in joining the conversation, please email me here.

🌍 A Global Feminist Lens
Born from cross-cultural life experiences and conversations across continents, Fem Renaissance gently invites audiences to see life of a woman as diverse, layered, and evolving — not something fixed or defined by others.

This isn’t a platform for polished perfection or loud declarations. It’s a journal — sometimes messy, always sincere — for those walking their own path and wondering if anyone else feels the same.

View project: www.femrenaissance.com

At Moon Ting Studio, I help you transform who you have been into who you’re becoming.

What I do

I work with mission-driven leaders and professionals to transform lived experience into a personal brand that is:

• Authentic — rooted in your real story, values, and experiences

• Strategic — aligned with your new direction, ambitions, and audience

• Culturally fluent — expressed with clarity across languages, regions, and systems

• Influential — crafted to build trust, visibility, and opportunity

How I do it

Articulate Clarity
Define who you are, what you stand for, and how you want to be perceived. We uncover your unique narrative and translate it into a compelling story that resonates across audiences and cultures.

Translate Experience
Turn your career, expertise, and accomplishments into a clear, strategic message. From executive transitions to founder journeys, your lived experience becomes a narrative that opens doors and builds influence.

Design Identity
Create a cohesive personal brand identity—visual, verbal, and digital—that aligns with your values and ambitions. Every touchpoint, from your LinkedIn profile to your portfolio or website, is designed for credibility, consistency, and impact.

Build Influence
Develop high-impact communications and thought leadership across sectors and geographies. Position yourself as a trusted authority, expand your visibility, and amplify your voice on the global stage.

Why this matters

You’ve spent years — sometimes decades — building your expertise. But expertise alone doesn’t communicate your value in the modern landscape.

You need a brand that:

• Speaks clearly across cultures and sectors

• Positions you where you want to be next

• Opens doors to consulting, board roles, speaking opportunities, or new creative pursuits

• Tells your story with purpose, clarity, and power

This is more than polishing your LinkedIn.
This is designing your next professional identity — with intention.

Who this is perfect for

• Professionals transitioning from international organizations or global institutions

• Mission-driven leaders entering public-facing or thought leadership roles

• Founders and entrepreneurs creating a cohesive narrative

• Anyone seeking a strategic, authentic, and high-impact personal brand

What makes Moon Ting Studio different

I bring together:

• A journalist’s sensitivity to story

• A strategist’s ability to simplify complexity

• A global professional’s cross-cultural fluency to ensure your brand resonates internationally

• A creative hybrid of analytical depth and artistic sensibility

• A feminist lens that centres voice, agency, and equity

Your story is multidimensional. Your brand should be too.

Together, we craft a personal identity that reflects your expertise, amplifies your influence, and positions you for the next chapter with clarity and power.

Who I worked with:

Case Study: Margaret Akullo — Transforming Leadership Experience into a Personal Brand

Client Type: Senior Mentor, Former UN official

Margaret is a mentor with over 30 years of global experience guiding emerging leaders and teams to unlock their potential and create meaningful impact. Her distinguished career spans transformative programs in international development and criminal justice across more than 20 countries in Africa, Asia, Europe, and Latin America, including a leadership trajectory at the United Nations.

Her mission is clear: lead with empathy, inspire change, and empower emerging leaders to turn ideas into tangible outcomes.

I helped Margaret translate her wealth of experience and decades of global leadership into a personal brand that reflected her values, expertise, and impact, and clearly communicate her next-chapter focus through the Mindset-to-Output Mentorship Programme. Together, we built:

• A clear and differentiated personal brand narrative that communicates her decades of expertise and her current mentorship focus.

• A structured, high-impact programme website for her Mentorship Programme and Leadership Programme.

• Messaging and visual identity consistent across platforms, establishing authority and attracting emerging leaders globally.

• Visibility of her documented public engagements

• A repeatable framework for presenting future programmes, speaking engagements, and consulting offerings with credibility and precision.

Margaret is now positioned as a thought leader and mentor of choice for emerging leaders seeking structured, results-driven guidance, with her story and programme clearly reflecting her values, experience, and impact. Visit www.margaretakullo.com

Next Steps

Your next chapter deserves a brand that reflects it.
Let’s define, design, and amplify your story—together.

📩 Contact me to start your personal brand journey today.

Book a free consultation

In a world of infinite scroll, your visual identity is your attention engine — shaping how people feel you, trust you, and remember you. Consistency, mood, and narrative coherence are no longer optional — they are the backbone of credibility and emotional resonance.

Great visual design doesn’t just look good. It:

• communicates who you are instantly

• builds recognition across platforms

• shapes perception and mood

• increases engagement and retention

• unifies your creative ecosystem

What I Offer

I design visuals the way I design stories — with intention, clarity, and cultural fluency. Each asset is crafted to align with your narrative, your personality, and the emotions you want to evoke. This includes:

• Art Direction & Visual Strategy: Moodboards, style frames, visual systems, aesthetic positioning.

• Brand Identity Foundations: Colour systems, typography, layout logic, and signature style.

• Content Curation & Editorial Styling: Feed design, storytelling sequences, thematic cohesion for social.

• Generative AI Visuals: AI-assisted aesthetics tailored to your brand — no generic outputs.

• Cross-Cultural Sensibility: Visuals that resonate globally without losing your core identity.

Why Choose Moon Ting Studio

Because your brand deserves visual presentations that feel:

• modern, intentional, and editorial

• culturally aware and globally relevant

• distinct enough to be remembered

• consistent enough to be trusted

• strategic enough to drive your narrative

In a saturated visual landscape, sameness is the enemy. Your design should feel like you, unmistakably.

Who This Service Is For

• Thought leaders building a recognizable visual universe

• Creators who want cohesive, elevated content

• Professionals whose brand needs refinement or reinvention

• Anyone ready to communicate with visual clarity and artistry

Your Visual Identity Starts Here

📩 Contact Moon Ting Studio to design a visual system that makes your brand impossible to forget.

Book a free consultation

At Moon Ting Studio, I help you translate your identity into a digital presence that works — purposefully, consistently, and cross-culturally.

What I Offer

• Audience & Positioning Mapping
  Understand your strengths, define your niche, and sharpen your differentiation.
  We identify who you’re speaking to — and why they should care.

• Platform Strategy & Channel Selection
  LinkedIn, Instagram, website, newsletters, podcast, long-form?
  We design the right mix for your goals, capacity, and industry relevance.

• Content Strategy & Messaging Architecture
  Turn your expertise into strategic content pillars, themes, angles, and story arcs.
  Your message becomes cohesive, intentional, and easy to scale.

• Visibility Frameworks & Growth Blueprint
  From engagement loops to thought-leadership positioning, we map how you show up — consistently, credibly, and with purpose.

• Cross-Cultural & Global Readiness
  For leaders working across borders, your digital presence must travel well.
  We refine your tone, framing, and cultural fluency for multi-regional audiences.

• Analytics, Feedback & Iteration
  Clear dashboards. Smart interpretation. Strategy you can actually follow.
  No noise — only insights that move you forward.

Why It Matters

Because having expertise is not the same as having visibility.
And visibility is not the same as influence.

Digital strategy gives you:

• a coherent presence across channels
• messaging that travels across cultures
• a content pipeline you can actually sustain
• clarity on how to grow without burnout
• audiences who understand your value
• the digital authority that opens doors

Without a strategy, your online presence is fragmented. With it, you become unforgettable.

Who This Is For

• Leaders transitioning from institutions into public-facing roles
• Professionals building thought-leadership credibility
• Creators seeking clarity and direction
• Founders shaping their brand narrative
• Anyone who wants their online presence to work, not just exist

Your Strategy Starts Here

📩 Contact Moon Ting Studio to design a digital strategy that amplifies your identity, expands your reach, and accelerates your impact.

Book a free consultation

At Moon Ting Studio, I design websites that embody your brand identity — websites that reflect who you are, what you believe in, what you have achieved, and where you’re headed.

What I Offer

• Strategic Brand-Aligned Web Design
  A website built to reflect your personal brand identity — from tone, messaging, and values to visual style and UX. Your site becomes a seamless extension of your narrative, not just a placeholder.

• Narrative Architecture & Messaging
  I structure content to tell your story — not just list your achievements. Homepage, about page, projects, services, thought leadership — all woven into an intentional narrative flow.

• Global & Cross‑Cultural Sensitivity
  For leaders and professionals whose work crosses borders. Cross-cultural readiness and clarity for international audiences — so your voice lands globally without losing authenticity.

• Credibility & Professional Polish
  Clean design, professional layout, mobile-first responsive build, fast loading, accessible UX — delivering a site that meets the standards of international partners, funders, and collaborators.

• Content Integration
  Blog, publication, media, portfolio, resources — flexible modules to showcase your work, writing, thinking, public engagements, and services. A living canvas for your evolving voice and influence.

Who I Worked With

Case Study: Craig Mokhiber — Public Figure, International Human Rights Lawyer, Former UN Official, Activist

In 2023, Craig Mokhiber made international headlines when he resigned from his role as Director of the UN Human Rights Office in New York, creating a media frenzy. Soon after, he approached me to help him establish a personal online presence with a professional website that reflected his decades of leadership, human-rights expertise, and activism for peace and justice.

Together, we built his official personal website, demonstrating how a powerful personal brand and storied career can be translated into a clean, authoritative online presence:

• We created a clear, commanding homepage that immediately introduces Craig’s identity and mission.

• We structured a professional layout allowing visitors to explore his career history, writings, public statements, and media — all in one place.

• We built a narrative-driven site — not just a CV, but a cohesive story of decades of human-rights work, convictions, and public voice.

Through this project, Craig now has a digital home that anchors his legacy, amplifies his voice, and stands as a credible global platform for his ongoing work.

This site exemplifies what a personal website can and should do: beyond visibility — create clarity, build credibility, and anchor global influence.

Why It Matters

In a fragmented, noisy world:

• Expertise and experience need structure and narrative to be understood.

• Global collaborators, funders, media, and partners often judge first — through your site.

• A cohesive online presence increases trust and opens doors to new opportunities, collaborations, and thought-leadership platforms.

Your site makes your first impression. Let it be powerful — not just polished.

Who This Is For

• Leaders transitioning from international organizations, seeking to reposition themselves in consultancy, advocacy, or public-facing roles

• Academic, political, and social-impact professionals building a global footprint

• Creators, founders, or thought leaders who want a digital home aligned to their values and voice

• Anyone seeking to embed their identity, vision, and mission into a credible, global-ready website

Next Steps

Ready to translate your story into a digital presence that speaks with clarity, authority, and global reach?

📩 Contact Moon Ting Studio — and let’s build your online hub of credibility, together.

Book a free consultation

Public Presence Reporting at Moon Ting Studio turns your real-world engagements into compelling, credibility-building content that reflects the depth of your expertise and the clarity of your brand.

What This Includes

• On-the-Ground Story Documentation
  I accompany you to events, panels, conferences, meetings, and public engagements to observe, capture, and translate the moment into narrative.

• Editorial Reporting (for your own platforms)
  From reflective essays to succinct summaries, I shape stories that articulate:

  • what you did

  • why it mattered

  • how it reflects your values and mission

  • what impact you are making

• Photo/Visual Documentation
  A curated visual record of your presence — candid, professional, narrative-driven.

• Content Packages for Publishing
  Custom deliverables for:

  • personal websites

  • social media

  • newsletters

  • organisational platforms

  • reports or portfolios

What Makes This Different

This is not PR.
It’s not corporate copywriting.

It’s a unique blend of journalistic observation, creative storytelling, and strategic brand framing — designed to help leaders, founders, and experts show up with substance and credibility.

Why It Matters

If you don’t document your presence, the moment disappears. Modern influence requires:

• visible leadership

• consistent narrative presence

• evidence of expertise

• real-time storytelling

• emotional resonance

Public Presence Reporting ensures your activities aren’t just seen — they’re understood, contextualised, and remembered.

Who This Is For

• Public-facing figures

• Established leaders, diplomats, advocates

• Thought leaders building a global footprint

• Experts shaping public discourse

• Founders expanding visibility

Package Options

1. Presence Basics
For single events or quick documentation needs.

Includes:

• 1–2 hours on-site observation

• 10–15 curated photos

• 1 narrative summary (400–600 words)

• 1 polished LinkedIn post or caption

• Delivery within 3 days

Perfect for:
One talk, panel, meeting, or milestone you want professionally captured and narrated.

2. Presence Plus

For leaders who want deeper storytelling and multi-platform visibility.

Includes:

• 2–4 hours on-site reporting

• 20–30 curated photos

• Narrative editorial piece (800–1200 words)

• 2–3 social-ready posts (LinkedIn, Instagram, Substack)

• Event insights + brand-aligned takeaways

• Delivery within 5 days

Perfect for:
Conferences, workshops, public dialogues, or multi-part engagements.

3. Presence Signature

Your full public moment, captured and translated into a complete narrative asset.

Includes:

• Full-day on-site presence (up to 8 hours)

• 40–60 curated photos

• Long-form reflective narrative (1200–2000 words)

• Multi-platform content bundle (4–6 posts)

• Highlight reel script or storyboard (optional)

• Visual storytelling package (aesthetic curation, mood, framing)

• Delivery within 7 days

Perfect for:
Keynotes, summits, advocacy missions, UN engagements, or major public milestones.

4. Annual Presence Partner (Retainer)

For leaders shaping ongoing influence.

Includes:

• 1–2 public engagements per month (on-site or virtual)

• Continuous reporting + content creation

• Monthly narrative analysis (positioning + messaging)

• Multi-platform content maintenance

• Quarterly identity alignment review

• Priority scheduling

Perfect for:
Public-facing leaders, diplomats, executives, activists, and founders building a long-term public narrative.

⭐ Optional Add-Ons

• Newsletter edition drafting

• Website event-page creation or updates

• Media pitch adaptation

• Quote extraction + soundbite crafting

• Translation (EN | FR | ZH)

The Outcome

A body of narrative evidence that says:
“I was there. I showed up. I contributed. My work matters.”

And more importantly —
Your presence becomes part of your legacy.

Let’s document your impact with intention.

Book a free consultation

At Moon Ting Studio, I design AI-powered digital identities that amplify your voice, expand your creative output, and build a future-ready brand presence.

Joanna — Where It All Began

I created Joanna, my AI twin, to extend my creative capacity across writing, visuals, and strategy. Born from an experiment using Nano Banana in late August 2025, Joanna is a feminist response to the pressures and perfectionism imposed on women by media and consumer culture.

She is the hyper-curated version of me: algorithm-ready, sleek, unflawed — a polished avatar of digital femininity. On Instagram, she “manages” my feed by generating AI-driven visuals, prompts, and narrative cohesion across platforms.

Joanna proves what’s possible when AI is not generic — but intentionally designed.

Fem Renaissance

Joanna & Me: A Feminist Experiment with My AI Twin

For decades, social media has taught us that female aesthetics come in templates…

Read more

7 months ago · Moon Ting Li

What I Offer

• AI Identity & Persona Design: Craft your AI twin, grounded in your realistic look, natural voice, personal worldview, and brand consistency.

• AI Visual Direction: Develop a distinct visual language using art-directed generative AI.

Why It Matters

Every new technology triggers mixed feelings. But like the internet, smartphones, and social media, AI will soon become an invisible layer of daily life.

Integrating AI isn’t optional — it’s essential. A designed AI identity helps you:

• scale your creative and strategic output

• keep your brand consistent everywhere

• stand out in a saturated AI landscape

• future-proof your influence as a leader or creator

AI won’t replace your authenticity or creativity; it multiplies it.

Who This Is For

• Thought leaders and creators building global visibility

• Professionals producing regular content

• Anyone ready to transform AI into a creative partner

Ready to build your AI twin?

📩 Contact Moon Ting Studio to design your generative AI identity.

Book a free consultation

Brief & idea.

In a world where sustainability is not just a trend but a necessity, we believe that every action counts when it comes to protecting our planet. That’s why we’re transforming how beverages are served at festivals and events through Sustainabar — using 100% solar energy, reducing CO2 emissions by 30%, and minimizing beverage waste by 90%.

The Challenges

Festivals, known for their vibrant atmosphere and endless flow of drinks, often face significant sustainability challenges. Traditional beverage preservation and distribution systems are not only dependent on non-renewable energy but are also plagued by operational inefficiencies, such as lack of manpower, long waiting times, product waste, cooling inefficiency and nontransparent handling, among others. The excessive energy consumption for overall operation, combined with the environmental impact of traditional fuel sources, has left a considerable carbon footprint. This is where Sustainabar steps in, addressing these challenges head-on.

Powered by the Sun,
Perfected by Innovation.

Sustainabar revolutionizes event sustainability with a 100% solar-powered beverage service. The system operates entirely on renewable energy, eliminating fossil fuel use and reducing CO2 emissions by 30%. Solar panels power every aspect of the operation, ensuring efficient, reliable service without external energy dependency.

With Sustainabar, solar energy isn’t just powering beverage service—it’s powering a movement toward more sustainable, impactful events.

90% Less Product Waste: Every Drop Counts

One of the most overlooked challenges at events is beverage waste. With Sustainabar, waste is minimized by 90%, ensuring that every drop is served, not spilled. This reduces both environmental harm and financial losses, offering organizers a smarter, more sustainable way to operate.

60% Increased Efficiency: Doing More with Less

Efficiency is everything at large events. Sustainabar has redefined how resources are used by operating smarter and cutting unnecessary energy use by 60%. This isn’t just about saving costs—it’s about creating a system that aligns with the planet’s needs while keeping up with the fast pace of festivals.

50% Improved Streamlined Operations: Simplifying Success

Running a festival can be chaotic, but Sustainabar simplifies the process. From setup to service, everything is designed to integrate seamlessly into any event. With 50% fewer handling steps, organizers can focus on delivering a great experience while reducing the chances of errors or delays.

7-Second Rapid Dispensing: Fast and Reliable

Festival-goers want great drinks without long waits, and Sustainabar delivers. Our system serves beverages in just 7 seconds, keeping lines short and attendees happy. It’s speed and reliability combined, ensuring that every beverage is served at its best, from the first pour to the last. With an unwavering focus on quality, guests can trust they’re getting a premium experience every time.

Real-Time Monitoring for Maximum Efficiency

Sustainabar doesn’t just offer sustainable technology — it also provides valuable data through live monitoring of key metrics such as energy consumption, product temperature, and sales figures. This level of transparency enables festival organizers to track operations in real-time, ensuring that everything runs smoothly and sustainably. From monitoring solar power usage to tracking the volume of drink sales, Sustainabar helps event organizers stay on top of every detail.

I have always been fascinated by the creative process of capturing moments through images and videos. Throughout my career as a communication professional at the United Nations in the past ten years, multimedia has always been a big part of my job. At work, I took photos and videos for advocacy use; in my personal time, I collaborated with other creative photographers and videographers by modelling for them and acting with them.

I know from first-hand experience how businesses and individuals, including myself, need high-quality visual content for professional and personal purposes but struggle to find reliable and affordable services. On the other hand, as most photographers work as freelancers, they constantly search for clients.

That’s when the idea of Lens Uno came to me – an all-in-one online marketplace that connects skilled freelance photographers and videographers directly with individuals and businesses needing their services worldwide. The idea seemed to me not only to fill a gap between talents and markets but also to provide opportunities for creative freelancers to expand their businesses.

Build the ultimate destination for visual storytelling. Fill the gap between talents and markets. Democratize the world of visual media and make it accessible and affordable to everyone, everywhere.

Brief & idea.

LENS UNO is an innovative online marketplace that aims to revolutionize the way customers access professional photography and videography services. By providing a convenient and open platform for booking high-quality photographers and videographers, the project seeks to democratize the field of professional photography and videography while also providing a steady stream of clients and a reliable source of income for freelance professionals.

Vision & mission.

We believe that everyone should have easy access to affordable professional services for their photography and videography needs. Whether they are looking for a photographer to capture the special moments, or a videographer to create stunning visuals for the business; whether it is a local or a destination shoot, we have the solution that makes it easy to find and hire the perfect match for everyone’s vision, style and budget.

That is why we built this platform that stands out from traditional intermediate agencies in the photography and videography industry. Unlike common practices, we do not contract photographers and videographers ourselves and only send our contractors who pay a subscription fee to clients. Instead, we connect customers with a global network of talented and experienced professionals; our platform is open and free for everyone to join, as a customer and as a professional photographer or videographer.

We believe in the value of transparency, as it is the key to building trust and strong relationships between clients and freelance professionals. With transparency, it is possible to create space for democratizing the world of visual media, where photographers and videographers are empowered to build their careers based on quality and credibility through customers’ reviews, rather than heavily relying on interpersonal outreach and networking.

The values that led us through the designing of LENS UNO include:

Convenience.

We envision quality photography, videography and related production services to be as simple as booking a taxi, as straightforward as ordering a meal, and as efficient as purchasing any delivery service. Our primary goal is to provide customers with a hassle-free way to book high-quality photography and videography services from anywhere. Our platform aims to connect professional photographers and videographers directly with customers worldwide by allowing customers to browse and select from various talents and expertise based on their choice of location, style preference and personal budget.

Empowerment.

We aim to make professional photography and videography accessible and affordable for every need while empowering photographers and videographers to showcase their talent and build their careers. With most creative photographers working as freelancers, we understand how demanding their job can be. That is why LENS UNO seeks to create a reliable source of income for freelance photographers and videographers by providing them with a steady stream of clients, so that they can focus on their artwork instead of being drained by marketing. Connecting them with a large and diverse customer base, LENS UNO aims to enable our freelance professionals to turn their passion for photography and videography into a profitable business.

Transparency.

Transparency is at the heart of LENS UNO, and we believe it is essential to all parties involved. Unlike common practices, we do not contract photographers and videographers and only send our contractors who pay us a subscription fee to clients.

We value the importance of transparent pricing. We ask our freelancers to set their own prices based on their skills and experience, and to provide detailed information about each service offered on our platform, including the scope of work, deliverables, and any additional costs. This way, our customers can make an informed decision, have complete transparency into the pricing and services they are receiving, and know precisely what services they are paying for.

We also encourage direct communication between our customers and freelancers, offering them the channel to build a relationship based on trust and collaboration. And we also provide a rating and review system for feedback and credibility, which allows fair competition and helps build a community of quality service providers.

With transparency, we aim to provide an exceptional user experience that ensures everyone is informed, involved, and satisfied with the end result. Both our customers and professionals benefit from transparent services with the added convenience of managing everything online in one place.

With transparency, it also becomes possible to create space for democratizing the world of visual media, where photographers and videographers are empowered to build their careers based on quality and credibility through customers’ reviews, rather than heavily relying on interpersonal outreach and networking.

Reliability.

We understand the importance of reliability in the creative industry. We offer a payment protection system that ensures safe transactions between customers and freelancers. This means that customers can rest assured that they will only pay for the services they receive. Freelancers can trust that they will receive timely and secure payments for their work as customers give us their payment for safekeeping which will be transferred once the job is done. To reduce the risks to a minimum, free cancellation is also offered within a required timeframe to avoid losing time and opportunities for both parties.

Community.

We strive to make LENS UNO the most reliable and comprehensive all-in-one global marketplace for professional photography and videography services, providing customers with access and ease to find and hire the perfect photographers and videographers for their needs while empowering and elevating talents worldwide by offering them the opportunities to share their creativity with the world.

But we are more than just a marketplace.

We are building a global community of passionate and dedicated photographers, videographers, and clients who wish to take on the power of visual storytelling.

We are here to unite creativity, passion, inspiration, professionalism and people.

We are here to democratize the world of visual media and make it accessible and affordable to everyone, everywhere.

Business model.

The business model of LENS UNO is designed to provide a high-quality and convenient service to both customers and photo/videographers while generating revenue through commission fees, premium subscriptions, and advertisement. Check out the pitch deck for more info.

Key features.

LENS UNO offers a user-friendly interface allowing customers to browse and select photographers based on location, expertise, and budget. Some of the key features include:

1. Easy-to-use booking system;

2. Powerful search engine filtered by destinations and type of photoshoot so the customers explore options at their desired locations in advance;

3. Diverse pool of talented and experienced freelancers and services for different styles and budgets;

4. Rating and review system that allows customers to review services which builds the credibility of freelancers;

5. Messaging channel to communicate with multiple photographers at the same time;

6. Secure payment system.

For photographers and videographers, LENS UNO offers a platform to showcase their work and build their businesses. They can easily connect with new customers and manage their bookings and payments in one place so that they can focus better on doing the artwork.

For customers, the platform provides easy access to a global network of talented photographers and videographers, making it simple to find and book the right services for their needs. Customers also benefit from transparent pricing and high-quality service, with the added convenience of managing everything online in one place.

Market research

Market Size and Growth

To determine the market viability of LENS UNO, we conducted market research to understand the current state of the photography and videography industry. According to Statista, the photography industry revenue was valued at $87.1 billion in 2019 and is projected to reach $110 billion by 2024, with a CAGR of 4.8%. Additionally, the videography industry is growing rapidly, with a projected CAGR of 5.8% from 2021-2026. These numbers indicate a significant market for photography and videography services with room for growth.

Competitive Landscape

The photography and videography industry is highly competitive, with many established players like Shutterstock, Getty Images, and Adobe Stock. There are also several online marketplaces for freelance photographers and videographers, including Snappr, Thumbtack, and Upwork. However, LENS UNO differentiates itself from the competition by offering an open and transparent marketplace for quality photography and videography services, focusing on consolidating the talent pool and simplifying the customer experience.

The research suggests a significant market for photography and videography services with room for growth. While the competition is fierce, LENS UNO can differentiate itself by offering an all-in-one platform focusing on customer experience and quality assurance. LENS UNO can attract and retain customers needing photography and videography services by leveraging digital marketing channels and strategic partnerships.

Brand identity.

When it comes to branding, we aim to convey a sense of simplicity and minimalism. The brand name “LENS UNO” is composed of two words with Latin origins. “LENS” refers to the photographic lens and suggests that the brand is focused on these visual mediums. “UNO” means “one” in Italian and Spanish, suggesting the brand's European origin and its goal of providing an all-in-one marketplace of quality services that connects productivity with simplicity and unifies creativity with the power of community.

While designing the logo, I translated the brand's literal meaning into a straightforward visual expression with a lens containing the numeric number “1” in the centre. It represents the brand’s emphasis on unity in a minimalist style, and the brand’s focus on providing an all-in-one place of high-quality photography and videography service for both customers and freelancers.

LENS UNO is currently in the MVP testing phase. For business inquiries, please get in touch with us. www.lensuno.com

Brief & idea.

The rule of law is fundamental to international peace and security, to economic and social development, and to international human rights. As a normative agency, UNODC for who I was working then is the custodian of United Nations norms and standards at the core of the rule of law, including those produced by the UN Crime Congresses and Commissions on Crime Prevention and Criminal Justice. The Office is therefore well positioned and mandated, particularly by the Crime Congress, to promote the rule of law.

Strategy.

The campaign was designed to serve as a pioneering force to mainstream rule of law issues into the wider UN agenda and to raise public awareness and engage all stakeholders on the topic. I proposed an approach that focuses on constituency-building by creating a community of rule of law supporters across all sectors, with an angle to highlight the importance of the rule of law to the three UN thematic pillars – peace, human rights, and development. The campaign also aimed to present an opportunity to enhance UNODC’s brand identity and visibility among peer organizations by filling a thematic gap in the UN’s public information initiatives at the time, while positioning the Executive Director of UNODC a principal champion on rule of law issues and a key voice to the public for UN efforts in this field.

Development.

With this in mind, I drafted a concept note, a campaign brief, a communications strategy, and a social media strategy. I worked with two designers, an IT company and four UNVs remotely across different time zones during the pandemic to develop a brand identity, a visual system, a Drupal website, and digital media content that was distributed across social media platforms including Twitter, Instagram and UNODC YouTube channel. (See media pack here)

Implementation.

As the pilot phase took place during the COVID, most public engagement activities were conducted virtually. I rolled out a series of online events and social media campaigns bringing together students, activists, and UN officials for discussions on various rule of law topics.

Virtual Events

Just Girls: Online Event for the International Day of the Girl, 11 Oct 2020 | Event Info | Media Pack

Each year, 11 October marks the International Day of the Girl. In 2020, coincided with the decease of American Justice Ruth Bader Ginsburg that year, the campaign organized an online event joined by Politics4Her, Education4Her and young leaders of Women Deliver, to amplify the voices of girls, not only for them to stand up for their rights to safety and education, but also to encourage their active engagement in shaping equal justice for all.

Recover with Justice: Online Event for the International Human Rights Day, 10 Dec 2020 | Event Info | Media Pack

The theme of the Human Rights Day in 2020 related to the COVID-19 pandemic and focused on the need to recover better by ensuring human rights are central to all recovery efforts. On 10 December, under the general umbrella of the UN’s #StandUp4HumanRights and #RecoverBetter message, the campaign brought together a panel to reaffirm the importance of justice and the rule of law in re-building a world that protects the human rights of all.

Social Media Campaigns

#NoHomeToViolence: Social Media Pack | Twitter Moments | Video Submissions

25 November is the International Day for the Elimination of Violence Against Women. In 2020, #Act4RuleofLaw participated in UNWomen’s global campaign of #16Days of activism to #EndViolenceAgainstWomen, with a particular UNODC rule of law angle, to raise awareness about domestic violence. As a UNODC study that year showed a significant increase in domestic violence during pandemic lock down measures, the timeliness and relevance of our messages were recognized with the general public.

I designed the hashtag #NoHomeToViolence and used it as our slogan, together with its visual identity and colour system and accompanying social media messages – inlcuding personal messages from UNSG and the first woman executive director of UNODC, which I shared with UNWomen colleagues in a social media pack and disseminated on Twitter, Facebook, and Instagram.

In addition, to develop our follower community and increase public engagement, I also did the outreach to civil society partners to invite them to join the campaign with their own video messages on social media. Our messages were shared and retweeted by UNWomen and other UN offices, as well as by our followers. At the end of the 16 Days, we compiled all the video messages we had received from both women and men participants across the globe in different languages.

With #NoHomeToViolence, I tried to test the potential of a segmented niche while tapping into a larger global campaign, with the goals to 1) strengthen our collaboration with other organizations by supporting their campaigns with our own organic content; 2) increase the visibility of our office as a brand, and our relevance to global and local trends; and 3) raise the awareness of timely issues and engage the general public to participate, in order to build the constituency and create a community that supports our cause and work.

#BangkokRules10: Social Media Pack | Twitter Moments

21 December 2020 marks the 10th anniversary of the Bangkok Rules – the UN Rules for the Treatment of Women Prisoners and Non-custodial Measures for Women Offenders. As part of the campaign’s social media promotion, I created a series of graphics and animations that introduced some of the articles in Bangkok Rules to make its concept more approachable to the public.

Brochure.

In addition, I designed an all-in-one and the go-to brochure that introduces the campaign brand and the rule of law messages for public distribution on all occasions. It is available both digitally and print.

Testimonial.

Creativity, commitment, and professionalism are qualities you will find in Mengting, who was not only my supervisor but also my mentor. She is always willing to empower me and other young women, and to support my career within the UN. Working with her was a fruitful learning journey, as she possesses many great skills that I learned from her, including social media management, creation of visual assets, leading campaigns, and organizing online webinars, among others. She is very friendly and a positive team player.

Yasmine Oubahi, UN Women

Brief & idea.

To promote peace, justice and the rule of law worldwide, UNODC launched the Doha Declaration Global Programme in March 2016 and concluded in September 2021. The programme focused on four interrelated components: enhancing quality education for children and youth on the rule of law through its “Education for Justice” (E4J) initiative; strengthening judicial integrity and preventing corruption in the justice system; fostering prisoner rehabilitation and social reintegration; and preventing youth crime through sports.

Result.

I adopted a proactive and innovative approach for designing and delivering the overall communication tools, from digital campaigns to print products and from external outreach to internal training workshops. These efforts not only promoted the technical work of UNODC but also generated extensive impact, which was identified both quantitatively and qualitatively. Some of the figures were included in the final Advocacy Report that I produced for the Office, which provided a glimpse of the outcome between 2016 and 2020: 2.1 million people reached in 190+ countries, 23.6 million web views, 13.2 million social media reach, 980 media mentions in 77 countries, and 200,000+ branded products distributed.

During my assignment, I regularly produced infographic reports on the performance of communication and outreach efforts. This included monthly public information reports, periodic updates on the global programme, and reports on individual events and campaigns.

For this initiative, I designed a series of branding items including posters, flyers, wearables and stationaries, and I developed and managed various campaigns in parallel.

Break The Silence: Chuka

Break the Silence is a videogame developed by the UNODC Mexico office, which main objective is to create awareness on girls and boys regarding gender-based violence, physical, psychological, and sexual abuse. A campaign #BreakTheSilence was designed with promotional content around this topic being regularly produced and pushed out on social media to promote the Chuka product. View social media pack here.

Model UN

Model United Nations (MUN) offers a popular way to learn about the United Nations and to give tomorrow’s leaders an insight into negotiating at the international level. E4J developed a resource guide to support MUNers who wish to integrate crime prevention and criminal justice issues into their simulations. The campaign #E4JMUN was designed to promote the guide regularly and to cover the relevant MUN events.

Model UN with THIMUN, Qatar

In February 2019, a Model United Nations conference was held in Doha in collaboration with THIMUN Qatar, bringing 1600+ students around the world to discuss issues of SDG16. Following that, a simulation of CCPCJ was held to discuss topics in UNODC-mandated areas. I covered this MUN conference in Doha with multimedia support, including: Web story; Photographing the event; Social Media live tweets to cover the event; Video and interview recording.

UN Youth Summit at ECOSOC

In April 2019, at United Nations Economic and Social Council’s annual Youth Forum, UNODC invited young people to debate the myriad ways in which youth could become more involved in shaping a safer, more just future. I covered all the UNODC events on site from the UN Headquarters in New York providing media support including interviews, live social media, video and photographing, and news story.

Online Zoo

‘The Online Zoo’ book is created under the E4J initiative to teach pre-school and primary school children about Internet safety in a playful way. To promote the book, I created #OnlineZoo campaign with digital media content including graphics and animation to be posted regularly across social media. See social media pack here.

The Zorbs

‘The Zorbs’ is a series that tells a story of an imaginary planet and its inhabitants who overcome a range of challenges. The series was designed as a fun yet informative educational tool with a set of animated videos that cover issues related to justice, cybercrime, human rights, gender, and integrity. To promote the Zorbs series, I developed the campaign #TheZorbs and designed the children-friendly branding items including wearables, stationaries, water bottles. View media pack here.

Hackathon for Justice

Hackathon for Justice is a partnership between E4J and Africa Teen Geeks that challenges youth at the secondary level to develop mobile apps and online games dealing with crime issues by using coding skills. Between 2017-2019, Hackathon for Justice related activities were rolled out in South Africa, Bolivia, Indonesia, Nigeria and the U.S., attracting more partners on board including Facebook, Instagram, Symantec, and the World Bank. I developed the campaign #Hackathon4Justice to promote the relevant events.

Inspire Change Together

I created the campaign #InspireChangeTogether for a unique educational tool – the E4J University Modules Series. Composed by a set of nine modules, it focuses on essential rule of law subjects including Crime Prevention and Criminal Justice, Organized Crime, Counter-Terrorism, Anti-Corruption, Cybercrime, Trafficking in Persons, Smuggling of Migrants, Wildlife, Fisheries and Forest Crime, Firearms, and Integrity and Ethics. View social media pack here.

Effective, transparent and corruption-resistant public institutions boost confidence and form the core of good governance. The Judicial Integrity initiative assisted judiciaries in strengthening judicial integrity and preventing corruption in the justice sector.

I undertook various missions in Africa, Asia, Europe and the Middle East under this initiative, organized and covered conferences, conducted interviews and other media activities.

Interviews with UN Special Rapporteurs: Geneva, Switzerland | Mar 2017

On this mission, I conducted three interviews in coordination with the Office of the UN High Commissioner for Human Rights (OHCHR) in Geneva:

the former UN Special Rapporteur on Education, Kishore Singh at Palais des Nations; Chief of Rule of Law Branch, Mona Rishmawi, OHCHR at Human Rights Council; and the UN Special Rapporteur on the Independence of Judges and Lawyers, Diego Garcia-Sayan, at Palais Wilson.

Regional conference with Francophone African judges: Ouagadougou, Burkina Faso | Oct 2017

On this mission in West Africa, I covered the two-day conference on my own with full multimedia and bilingual support, including: Press Release in both English and French; web story; photographing and filming; social media live tweets in both English and French reporting the event onsite; and conducted eight interviews in two days with:

• the Minister of Justice of Burkina Faso (H.E. Bessolé René BAGARO),

• the UN Resident Coordinator in Burkina Faso ( Ms. Metsi MAKHETHA)

• the First President of Court of Cassation of Burkina Faso (Ms. Thérèse TRAORE-SANOU)

• the President of Supreme Court of Benin (M. Ousmane BATOKO)

• the President of Supreme Court of Mauritania (M. El Houssein Ould NAGI)

• the President of Supreme Court of Togo (M. Akakpovi GAMATHO)

• the First President of Court of Cassation of Tunisia (M. Hedi GUEDIRI)

• the Counselor of Court of Cassation of France (Ms. Christine CHANET)

JPRI International conference: Seoul, Korea | Dec 2018

At the international conference of the Judicial Policy Research Institute of the Supreme Court of the Republic of Korea, UNODC brought together 40 judges and judicial experts to debate ways to improve the recognition of gender issues in the first place, and to identify how gaps or biases, as well as sextortion, sexual harassment, discrimination and stereotyping, could be remedied. I covered the conference on-site with multimedia support, including live social media, video, photography and news story.

Global Judicial Integrity Network High-Level Event: Past, Present, Future: Doha, Qatar | Feb 2020 | Event info

The high-level event was held under the patronage of Sheikh Tamim bin Hamad Al Thani, Emir of Qatar, bringing Chief Justices and senior judges from around the world to discuss important judicial integrity-related topics. Counting over 700 participants from 118 countries and 50 judicial associations and organizations, the conference was at the time the largest gathering of judges ever assembled under the auspices of the United Nations. My team and I covered this event from Doha with full multimedia support.

Reporting

Rehabilitation programmes in prisons are key to protecting society from crime and reducing recidivism. Crucial to this is for prisoners to be prepared for their release and successful reintegration into society through prison-based programmes and post-release support.

For UNODC’s Prisoner Rehabilitation initiative, I designed and published the official website using CMS provided by the ITS department of the UN Office in Vienna.

I also developed #ANewChance campaign with a human story video series, to promote its project activities including education, vocational training and work programmes that were carried out in prisons globally.

Youth face many challenges that make them vulnerable to crime, violence and victimization. Using sports to provide positive experiences and support healthy development in young people, UNODC worked to build important life skills that increased adaptive and positive behaviour among at-risk youth so that they can positively contribute to society.

Training materials

I created a series of brochures, flyers, and promotional products for both digital and physical distribution.

Campaign

I designed the brand “Line Up, Live Up” for this initiative and its print materials including publications and wearables, rolled out social media promotion and human story campaign #ChooseSport – a series of one-minute short videos that profile youth across the world who have gone through a transformation with sports and the trainers who promote this approach.

Choose Sport Season 1: Stories from Brazil

Choose Sport Season 1: Stories from Palestine

Season 2 - Stories from South Africa

Season 3 - Stories from Kyrgyzstan and Tajikistan

Brief & idea.

The popular Chinese youth variety TV show ‘Keep Running’ is watched by millions in China and beyond. The seven leading Chinese celebrities featured in the show have a combined social media following of more than 500 million people. My responsibilities spanned from itinerary planning to coordinating behind the scenes, and from acting in front of the camera to carrying out co-promotional activities. Web stories about this event have been published by the UN, UNOV, and UNODC.

For this episode, we developed two parts. The first part was a tour at the Vienna International Center, involving six UN organizations and one head of agency. I presented the storyline and requirements of the TV programme to UNOV and communicated the difficulties of operating some of the expectations from the TV. After the approval of the filming proposal, I designed a filming itinerary with the Visitor Service that was realistic and accomodating to both sides.

Following the tour, we held an SDG Youth Forum the same evening at the Cityhall of Vienna, involving Chancellor Sebastian Kurz. The celebrities delivered their speeches on the Sustainable Development Goals before audience of more than 500 people. They were joined by six speakers from different Vienna-based UN organizations who spoke about their work to achieve the Goals.

To make this happen, I first communicated the idea of the Sustainable Development Goals to the TV. I proofread the speeches of the celebrities and plugged in some of the essential concepts before the filming took place. We also had a series of discussions on the branding placement for the venue set-up of the SDG Youth Forum in order to make sure that it stayed in line with the UN rules and branding guidelines.

Result.

This significant filming project for the influential variety show “Keep Running”, in result, received 500 million webcast viewership in the first three days. The project has been prominently featured in the USG for Global Communications presentation to the Committee on Information in 2018. More info here.