Since 2023, we’ve helped global brands grow through honest, effective product and brand design—built on decades of experience and deep care for what makes products succeed.
Design that bridges East to West
Our Values
We love all things design. Our core team combine 40+ years’ design experience from Dyson, Rolls-Royce, BBC, OPPO, Coca-Cola with straight-talking, honest and realistic consultancy.
We care about cultural nuance, local behaviour, and the small details that help products succeed in competitive Western markets. Good design is not just beautiful. It works and it fits.
We’re proud to have grown a team of talented practitioners since September 2023, and to have delivered impactful work for over 20 global clients that span home and lifestyle, AI hardware, sports and outdoors.
Meet the Team
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Hi, I’m Dolly, founder of X&Y.
After working for some of the world’s leading brands and managing product marketing departments, I realized my passion was fading amidst administrative tasks. So I founded X&Y to support daring entrepreneurs in transforming their skills and ideas into thriving brands, particularly focusing on assisting Chinese native-born brands in their global expansion journey.
Let me assist you in crafting a compelling product story and implementing targeted marketing strategies to drive leads to your business.
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Hi, I’m Luke, Design Director at X&Y.With over a decade of design and engineering experience in consumer electronics and hardware, I adeptly guide products from conception to production while effectively managing risks.
My journey began working with Victorian steam engine restoration during school, eventually leading to a career in design. At Dyson, he honed his skills across a diverse range of products the weird and the wonderful. Armed with logical reasoning and creative problem-solving abilities, Luke brings invaluable experience to the table, enabling him to exercise sound judgment when tackling novel design challenges.
Our Services
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Brand Design
Brand Audit
Idea Generation
Brand VI design
Website design
Social media design -
Product Design
Product Sketching
Industrial Design
Structural CAD
CMF rendering -
Creative Asset Creation
Art direction
Product photography
TVC shooting
Image rendering -
Product R&D
Engineering review
Manufacture review
DFM evaluation
Our Clients
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“Dolly served as our fractional CMO and helped us raise $1.8 million on Kickstarter!”
Meraki CEO - Dennis Chen
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"X&Y's creative-first approach inspired the development of our new garden product."
EU General Manager Andres Gomez
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"X&Y helped us sell out our new products within 24-hours of pre-order!"
Founder of Windeler - Douglas Windeler
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"Dolly's working with us as a fractional CMO, building an AI-inspired wearable brand!"
Founder of Spīro - Bob Zhao
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"X&Y serves as an excellent mentor for our incubated programmes."
Shenzhen InnoX Academy HRD - Alice D.J liu
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"Luke's got a great design style and very quick grasp of the robot arm's ergonomics"
GenRobot CEO - Jianxing Chen
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“X&Y has delivered a great rebranding work for us with stunning visuals!”
Nuna CMO - Amanda Ma
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“X&Y’s copywriting goes beyond standard English. It’s creative, accurate and advanced!”
Head of Marketing - Lilian Mou
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“Product ID and CMF works by X&Y designers are premium, resonating and practical.”
Tastee CEO - Brain Song
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"X&Y's new creative assets made an immediate impact on our website traffic!"
RheoFit Founder - Adam Sun
Why X&Y?
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Actionable Strategy
The common problem with strategy work is reinventing the wheel. X&Y prioritizes actionable design strategies that directly drive visual improvements and cohesive brand experiences.
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Think Differently
We offer fresh, original ideas tailored to each project—recognizing that there’s no one-size-fits-all formula for success in product design, brand development, direct marketing, or crowdfunding.
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Design for Real
X&Y goes beyond concept generation and rendering by ensuring all proposed industrial designs, product CMF, and creative asset mockups are feasible and effective through production and execution.
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Budget Fit
X&Y understands how to adapt concept designs, brand visuals, and marketing plans to fit any budget—ensuring effective solutions whether you're working with millions or starting from zero.
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Tracked and Measured
We provide proposals with clear objectives and expected outcomes, giving you full transparency to benchmark our performance and evaluate how well we meet your expectations.