William is the founder of W.H.Y. Brand Consultancy. He has spent fifteen years in London’s branding industry and also worked in Sweden and Japan. He founded W.H.Y. in London in 2022, and in 2025 returned to his hometown to establish a new branch in Central, Hong Kong.

In 2016 he was named an Exceptional Talent and emerging leader by Arts Council England and the UK Government. In 2020 he received the CreateSmart Young Design Talent Award from the Hong Kong Design Centre. In 2023 W.H.Y. earned the HKDA Brand Design Award. In 2024 the studio was acknowledged as Best Brand Consultancy of the Year. 

His practice spans brand identity, digital experiences, motion, print, and exhibitions for clients including Vodafone, McLaren, the Hong Kong Monetary Authority (HKMA), CMU OmniClear, the Hong Kong Tourism Board, Hongkong Land, D&AD, TED, LVMH, and Loewe. His work has been exhibited internationally in the United States, the United Kingdom, China, Japan and Australia, and featured by design publishers and magazines such as Visionary. His work has been recognised by major international awards including D&AD, TDC New York, the New York Festivals, DBA, DFA, GDA, GDC, Brand Impact, and TDGA. He was also recognised as an Unsung Hero by Computer Arts, a global design magazine, for his contribution to the creative industry during his time in London.

Alongside studio work, William actively contributes to design education. He gives talks to students and industry audiences in London and Hong Kong. He has served as a career coach for The Chinese University of Hong Kong (CUHK) for more than three years and was selected to be Best Coach of the Year in 2025.

Educated across science, the humanities and design, he began in Physics and Humanities at the Hong Kong University of Science and Technology. He trained in Multimedia Design at The Hong Kong Polytechnic University, and later graduated with Distinction in Graphic Branding and Identity from the London College of Communication, UAL.

He believes creativity and strategy should work as one, blending modern technology with traditional craft to build brands that are clear in logic, rich in emotion and built to last.