Raw.Studio | Strategy, UX UI & Branding Agency

Branding, design systems, product design, you name it! At Raw.Studio, I bring my experience and skills in all three areas to lead and create a holistic design direction and strategy for digital products and brands who seek to disrupt their industry.

My responsibilities include:
• Plan and facilitate workshops to align and unpack client needs, translating them into clear requirements, business objectives, and actionable design briefs.
• Lead a team of product designers and UX researchers, mentoring best practices in UX, UI, design systems, and design craft — raising the bar for quality and consistency.
• Define and lead design strategy and direction, ensuring alignment with project goals, client needs, user expectations, and business objectives.
• Facilitate & translate user research into insights, concepts, user flows, designs, and prototypes.
• Design seamless, end-to-end UX journeys with a focus on customer needs and business impact.
• Deliver end-to-end projects efficiently, balancing speed with exceptional quality and attention to detail.
• Adapt across industries, covering all types of projects — from brand design to marketing websites to mobile-first app experiences.
• Build interactive prototypes to support sales pitch for fund raising and UX research (such as A/B testing).
• Establish and evolve scalable design systems for clients, ensuring efficiency, consistency, and brand alignment.
• Present work confidently to clients and internal teams, clearly communicating rationale and design decisions.
• Build trust and strong rapport with clients as a design partner and consultant.
• Collaborate closely with developers to ensure designs are feasible, accessible, and implemented to a high standard.
• Maintain high proficiency in Figma and design systems, applying design thinking methodologies throughout.

Design Lead

Self-Employed

On the side, I design brand identities and strategies for small local businesses and creatives. My process includes:
• understanding the needs and wants of the client
• conducting research and analysis on the brand’s position in the competitive industry and market
• identifying the brand’s vision and values
• developing and presenting concepts for logo and other brand elements
• applying brand on print and digital collaterals
• providing ready-to-print files

Freelance Brand Designer

Lendi

I was the design lead for the newly established design system team. Our team’s focus was building a design system that was accessible and usable for our customers, but also would improve the efficiency and productivity of our consumer’s work and process (designers and developers).

A few of my key responsibilities included:
• leading and establishing a collaborative design process for the team
• creating a backlog of components that was relevant and driven by real use cases in our platform experience
• leading and prioritising our backlog and getting buy-in from our stakeholders
• leading design decisions and ensuring team is focused on meeting OKR
• leading the end-to-end design process of design foundations and components
• collaborating with developers on build solutions, such as API sparring 
• managing design tools and governance
• leading visual design of design team and ensuring the right components and patterns are used for consistency

Lendi and Aussie was going through a merge in this time, so our team’s focus was also making sure our platform experience was brand-aware. This meant we had to establish and build a theming mechanism that our components would use. This would enable our platform experience to be seamlessly themed with a simple flick of a switch. Few key responsibilities included:
• informing developers of desired outcome that would inform their solution approach on theming
• establishing semantic layer for our design foundations (typography, colour and border radii)
• supporting developers in build

Design Lead in Design Systems

I was the dedicated product designer for a cross-functional team that focused on collecting information about our customer’s financial situation, needs and wants, so that we can provide the best home loan recommendations that suits them. 

Few key responsibilities included:
• leading and managing the end-to-end design process (from discovery to design handoff)
• managing and aligning stakeholders on design vision and objectives
• collaborating with designers, PM, BA & developers to produce a minimal viable product that is desirable, viable and feasible
• presenting recommended design solutions to product team and execs for review and approval
• storytelling to take team on the journey of the design process and thinking behind design solution.
• documenting design decisions and feedback

Outside of this role, I also worked on:
• design components for CMS
• establishing design foundations and components for Lendi’s new design system 
• pitched and led the buy-in of transitioning from sketch to figma
• established new design process on figma, including creating a component library, file management and more.

Senior Product Designer

THERE

I was part of the environmental branding team that specialises in wayfinding strategy and design. We created user experience in the physical space using visual and digital cues to ensure that they get from point A to B without feeling lost. I was in charge of managing and designing the end-to-end process of translating this into a digital experience.

Few key responsibilities include:
• assisting in developing a wayfinding strategy
• conducting competitive analysis,
• creating user-friendly and interactive maps
• developing and presenting wireframes and prototypes
• constructing tender documentations for final artwork and more

UX/UI designer

Westpac Group

I was part of the customer experience team of St.George Bank Group Internet and Mobile Banking. The team works in a fast-paced environment and we are constantly collaborating with researchers, scrum teams and key stakeholders to deliver an experience that is desirable for our customers, feasible and beneficial for the business.  

A few of my key responsibilities includes:
• developing and presenting wireframes, prototypes and multi-brand visual designs (St.George, Bank of SA and Bank of Melbourne)
• auditing all visual designs produced by the team prior handover to scrum teams to ensure consistency of patterns
• conducting customer research (including but not limited to competitive analysis, usability testing, customer data analysis, NPS)
• regularly presenting ideas and updates in workshops, meetings, presentations, ranging from 1 to over 50+ attendees.

Experience Designer

In this year, Westpac gave me the opportunity to work in multiple teams (research, strategy and delivery) to understand and gain experience in their end-to-end design process.

A few of my responsibilities involved assisting in customer testing, applying qualitative and quantitative research methods to gather customer data, applying design and data analysis methods to identify patterns and insights of this collected data, followed by applying this analysed data to drive decisions and deliver wireframes and prototypes for a multi-brand company (Westpac, St.George, Bank of SA and Bank of Melbourne)

Junior Experience Designer

Worked closely with senior designers and creative director on branded property development and environment projects for clients such as Rabobank, Ovolo Hotel and more. Projects involve understanding and identifying the client's needs; and efficiently developing the best strategy in response to this with design.

Junior Graphic Designer

Understanding the creative process of THERE studio and adapting to assist senior designers in projects. Had the opportunity to lead a project and develop a creative response for the brief.

Graphic Design Intern

Hi, I’m Akina — a designer who’s happiest in crafting beautiful and effortless experiences from  business challenges.

My expertise spans brand strategy, brand identity design, product design (UX/UI), design strategy, leadership, and building design systems — from creating new systems from scratch to translating legacy frameworks into modern, scalable platforms.

Over the past decade, I’ve worked across 10+ industries — from health to fintech, education to travel — adapting to diverse teams, clients, and environments including start-ups, creative agencies, corporates, and small design studios.

Akina Lam

Viridian Detailing

💎 Sydney's Ceramic & Graphene Coating Specialist for cars and bicycles

• Managing team members and delegating work and projects
• Partnering with luxury & prestige dealerships, bike shops and local businesses
• Delivering exceptional service and results and focusing on customer experience
• Accredited Professional Applicator for Gtechniq and Feynlab

Service offerings:
• Ceramic & Graphene Coating Application (paint, glass, wheel & interior coating)
• Paint Correction / Enhancement
• Paint touch-up
• Pre-sale detailing
• Interior detailing
• Photography
• Badge removal/debadging 

I've embarked on this decade long journey fuelled by my love for cars and cycling. I started washing cars in our apartment's wash bay. What began as a mere hobby has grown into a full-blown passion.

With a focus on excellence and customer satisfaction, I've refined my skills and techniques to consistently provide the very best service and results for my clients.

Accredited Professional Applicator and Installer for Gtechniq and Feynlab

Director & Accredited Detailer

The Driven Dads Podcast

👨🏻 The Driven Dads Podcast is all about the real, raw and sometimes hilarious side of modern fatherhood. 

Join us as we device into the rollercoaster ride of balancing family life with chasing our dreams. From swapping dad jokes to sharing heartfelt stories, we’re here to empower and support fellow and aspiring dads on their journey.

Host & Wannabe Dad

Aaron Lam Photography

📷 Aaron Lam is a professional Australian Photographer & Videographer specialising in automotive, food, product, interior, and real estate. 

With over 10 years of experience, he has worked with prominent clients and has extensive experience collaborating with start-ups, small businesses, corporate and enterprises brands. 

Aaron understands brand identity and marketing goals, excels in liaising with and managing relevant stakeholders to deliver high-value content for brands and clients. His unique perspective and dedication to his craft have made him a sought-after photographer in the community. 

Aaron is based in Sydney & Melbourne and available for commissions worldwide, bringing his expertise and artistic vision to a global clientele.

• Specialising in Automotive, Product, Interior/Real Estate & Commercial Photography
• Curating high-quality visual content for brands, businesses, dealerships, workshops, collectors, and enthusiasts
• Conducting on-site photo shoots and logistics of vehicles, including preparation, location scouting, staging, selecting camera angles, and post-processing
• Developing and implementing a marketing strategy using social media and personal networking to generate leads and referrals
• Managing client relationships and ensuring timely delivery of high-quality final products

Featured in:
• Volkswagen Magazine
• Fast Car Magazine
• Performance BMW Magazine
• Total BMW Magazine
• Zoom Magazine
• Official Holden Monaro Classic Cars Calendar for 2022
• 2020 Aston Martin Vantage PR for The AFR
• Robb Report Australia's 2019 Car Of The Year
• AFR Editorials
• Cars For Hope

Owner & Professional Photographer

RAW Studio™ 

🌱 Developing and Executing Strategic Growth Strategies to Drive Revenue and Increase Efficiency

• Developing Strategic Growth Strategies to drive revenue, improve ASP, and generate repeat business
• Streamlining processes and implementing initiatives to support operational cost savings
• Build, maintain and forecast a qualified sales pipeline through targeted prospecting
• Develop and present tailored Mid-Market and Enterprise sales proposals and demonstrations via online demo or in person
• Negotiate Mid-Market and Enterprise level contracts and renewals
• Executing on the Strategic Growth Strategies by working with internal and external stakeholders to drive the best possible outcomes for clients and the business.
• Implementing and executing on an Outbound Prospecting Strategy to engage and nurture potential clients and generate new business opportunities
• Formulated a sales dashboard with key metrics to monitor and identify opportunities for growth and optimisation
• Implemented and optimised business system tools such as a new CRM (HubSpot) and Business Intelligence.

Growth Lead

DocuSign

🚀 Driving New Business through Outbound Prospecting and Strategic Planning

• Generated new business through outbound prospecting, targeted emails, and calls, resulting in significant pipeline growth and closed won deals
• 108%+ YTD pipeline generation, ranking in the top 10% in the APJ region
• Conducted strategic territory planning and analysis to identify key opportunities and undercapitalised markets
• Overhauled proposal deck with an improved visual interface, messaging, ROI insights, and pricing strategy resulting in a higher % of closed-won opportunities
• Developed a 'Proposal Pricing Model' to optimise MRR calculation and proposal pricing for increased accuracy and consistency.
• Created a 'Delta Tracking Model' for the team to track and compare their individual actuals against targets for key performance metrics such as SQOs and MRR.
• Developed a Performance Tracking report for the team and individuals to track, measure and manage various sales metrics

Certifications:
- The DocuSign Way
- Sandler Sales Methodology

Market Development Representative

Belle Property

🏡 Representing vendors and connecting buyers to their next home or investment

•  Represented vendors and buyers in the buying and selling of properties, ensuring a seamless and satisfactory experience for all parties involved
•  Developed and maintained relationships with buyers, investors, vendors, and industry professionals to generate referral business and ensure customer satisfaction
•  Conducted market research and analysis to provide clients with accurate and informed advice on property values, market trends, and investment opportunities
•  Developed and implemented effective marketing strategies to promote properties and attract potential buyers or investors including property staging, photography and online advertising

Certifications:
- REINSW Certificate of Registration

Sales Associate

TAL Australia

🛟 Driving financial efficiencies and commercial decision-making through strategic expense reporting and insights.

• Partnered with the Executive Team (CFO, COO, CLO) in making informed commercial decisions and provide greater commercial insight for expense reporting
• Managing company-wide projects through cross-team collaboration and delegation
• Streamlined and automated processes to mitigate risk and drive operational efficiency in reporting
• Expense planning, budgeting, and forecasting to drive financial efficiencies and commercial decision- making
• Conducted financial review meetings with senior leaders to identify opportunities, manage costs, and escalate issues.
• Developed commercial insights through analysis of activities and expense performance, including variance analysis.

Commercial Manager

🛟 Consolidated enterprise-wide report, BU Reporting and Business Insights

• Created monthly consolidated expense reports with insights for executive decision-making
• Streamlined processes and created a structured framework to drive operational efficiency in reporting
• Project managed and led ad-hoc projects through effective cross-team collaboration
• Supported the Senior Commercial Manager in stakeholder management, financial analysis, and communication of complex business results

Commercial Analyst

🛟 Strong analytical skills and stakeholder management expertise.

• Produced enterprise-wide consolidated reports for all functional areas and business units
• Developed financial and analytical models to support budgeting, forecasting, and ad-hoc queries/projects
• Extracted key insights from raw data and curated the story and messaging in a visually appealing and digestible format for distribution to the wider business and stakeholders
• Demonstrated effective stakeholder management and communication skills

Finance Graduate

Telstra

☎️ Driving Team Success and Business Growth

•Led and managed a high-performing team of 8 Customer Sales Advisors in delivering exceptional customer service and solution-based sales techniques - 145% team attainment (full-year)
• Coached and mentored the team in achieving targets and enhance professional growth and productivity
• Partnered with Licensees to develop and operationalise a strategic framework for selling and marketing new product offerings to maximise revenue and sales
• Analysed sales metrics and data, created actionable insights and reports, and identified key opportunities for business development growth
• Developed strategies to close sales by researching and monitoring the competition and their product offerings
• Includes responsibilities of the below Customer Sales Advisor role.

Sales Manager

☎️ Exceeding sales targets and building customer advocacy 

• Educated customers on a diverse range of Telstra plans and products, providing tailored solutions
• Consistently achieved monthly sales targets while maintaining high advocacy results (Net Promoter Score)
• Effectively managed complex issues and complaints by driving outcomes that ensured long-term customer advocacy and referral
• Critical thinking to make the best of each situation for both the customer and the business, communicating effectively in a fast-paced environment
• Developed strategies to close sales through researching and understanding the point of differences with competitors and their product offerings
• Sales and Customer Advocacy Accolades

Customer Sales Advisor

☎️ Wholesale Pricing business unit in the Strategic Pricing division

•  Contributed to the redevelopment of the Telstra Wholesale Pricing Performance Update (Mobility, Data & IP), working closely with key stakeholders to source data and gather insights
•  Proposed a transition from complete reliance on Retail Relativity to an adoption of a Price Premia model for pricing low-value mobility plans to the Senior Leadership Team (Directors and Executive Directors)
•  Provided pricing insights and direction for Wholesale customer deals, working collaboratively with wholesale stakeholders to assess commercial proposals
•  Contributed to the Strategic Roadmap and helped implement Key Pricing Initiatives

Finance & Strategy Summer Vacationer

☎️ Exceeding sales targets and building customer advocacy 

•  Educated customers on a diverse range of Telstra plans and products, providing tailored solutions
•  Consistently achieved monthly sales targets while maintaining high advocacy results (Net Promoter Score)
•  Effectively managed complex issues and complaints by driving outcomes that ensured long-term customer advocacy and referral
•  Critical thinking to make the best of each situation for both the customer and the business, communicating effectively in a fast-paced environment
•  Developed strategies to close sales through researching and understanding the point of differences with competitors and their product offerings
•  Sales and Customer Advocacy Accolades including but not limited to: 2nd in the state for New Mobile Connections, FY2014 Q2 & Q3 Highest Sales and numerous NPS (Net Promoter Score) advocacy awards.

Customer Advisor

HUNTA Property

🏡 The Property Sales Manager position involved working directly with the Director of Hunta Property. The firm specialises in property advisory and provides expertise in both front-end property acquisition and development management.

•  Created and implemented effective sales strategies to drive property sales
•  Coordinated off-the-plan development projects with the partnered real estate and migration agencies
•  Conducted market research on surrounding suburbs and trends
•  Proactively sought new opportunities, leads and buyers
•  Prepared detailed property appraisals and Comparable Market Analyses.

UTS: University of Technology, Sydney

🎓Passion for Coaching and Empowering Students

•  Supported students in their Integrating Business Perspectives course through mentoring and support with business advice, insights and guidance and support
•  Guided and coached students with their complex group work problems and challenges
• Empowered student learning through empathy and advice based on personal experience
•  Motivated students to take an active role in their education and growth

Achievements:
•  Certificate of Appreciation (Mentor)
•  Certificate of Appreciation (Senior Mentor)

Senior Peer Mentor

👋 Hey there! It's Aaron here! I'm a well-rounded sales & operations professional with a proven track record in driving revenue growth and delivering exceptional customer experiences across various industries. From Tech, SaaS, UX Design, Life Insurance, Telco, Real Estate, Photography, Automotive and Retail, I've developed a unique blend of sales, strategy, financial and analytical skills that allow me to create innovative solutions to complex business problems.

🎯 Throughout my career, I've consistently hit sales targets and maintained high levels of customer advocacy. I'm skilled in stakeholder management, data analysis, and strategic planning. And with a knack for creating actionable insights, I've helped drive business growth and expense management.

🏎️ When I'm not busy being a professional, I run my own automotive photography and detailing and ceramic coating specialist business. With over 10 years of experience, I've established a strong reputation for delivering exceptional results to my clients.

🧑‍🎓 Professionally coached and mentored by:
- Raymond Reginald Williams (former HIH Insurance Company Director / Life & Business Coach)
- Dr Julia Tilling (PhD Educational Psychology, Master's Education Counselling/Special Ed)
- Atay Mehmet (General Manager @ MerchantSpring / 10+ years B2B SaaS sales leader)
- Tania Fernandez (Facilitator & Coach @ DocuSign)
- Gloria Wang (Transformational Career & Life Coach)
- Christine Wan (International Certified Mentor and Results Coach / 25+ years Educator & Entrepreneur)

taplio

The Battle

Akina Lam

Aaron Lam

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