瑞致人物：鍾志良 Keith Chong

－瑞致品牌藝術總監 Vetica Taipei, Art Director

鍾志良 (Keith Chong) 出生於馬來西亞，曾定居新加坡長達13年，後於2023年移居台灣，正式加入瑞致台北團隊，接任藝術總監。Keith 擁有20年以上的廣告資歷與豐富的品牌合作經驗，培養出對消費市場的敏銳嗅覺，為客戶打造具有影響力的品牌設計。

從平面設計師到廣告公司資深藝術總監，Keith 累積全方位的品牌、廣告與設計經驗，不僅靈活運用各類型傳統媒介，也精通生成式 AI 數位設計。Keith 在新加坡工作期間，曾任職於全球廣告代理商 Hogarth Worldwide，服務客戶包括新加坡大型連鎖超市 FairPrice 與當地百貨業者 Robinsons，英國零售巨頭 Marks & Spencer 和全球科技領導品牌 Lenovo。專案涵蓋商品型錄、網站視覺設計、品牌行銷與品牌設計等。作品體現他深厚的設計實力與對產業趨勢的精準洞察。

20年廣告生涯中，Keith 樂於擁抱挑戰和機會，在藝術與設計領域自信前行。面對每項專案力求卓越，負責確立創意方向，領導團隊執行廣告策略，並統籌視覺與影音文案，以確保品牌形象的一致性，並實現品牌推廣市場的目標。

Keith 深信，持續學習和不斷提升是取得成功的關鍵。他始終秉持著「沒有最好的設計，只有被理解、被欣賞和被珍惜的才是好設計」的信念，並以此為動力。

構思品牌設計時，他從品牌理念識別 (Mind Identity) 角度出發，協助客戶形塑長期立足於市場的形象，結合廣告溝通經驗，確保訊息有效傳遞。期待未來能夠在快速變革的創意領域中繼續挑戰與突破自我。

Originally from Malaysia, Keith Chong had worked and lived in Singapore for 13 years before moving to Taipei in 2023 and took the role of Art Director at Vetica Taipei. With over 20 years of experience in branding and advertising, Keith leverages his keen insights into evolving consumer expectations and market shifts, and crafts brand designs that are both compelling and impactful.

Progressing from a graphic designer to senior Art Director at advertising agencies, Keith has accumulated all-round expertise in branding, advertising, and design. He excels in traditional advertising as well as the latest digital tools such as generative AI. During his time in Singapore, he held a position at the global advertising firm Hogarth Worldwide, where he worked with Singapore’s largest supermarket chain FairPrice and local department store chain Robinsons, as well as international brands like Marks & Spencer and Lenovo. Projects he handled included product catalogs, website visual design, brand marketing and brand design. His work showcased his exceptional design capabilities and deep understanding of industry trends.

Throughout his 20-year advertising career, Keith embraced challenges and opportunities, confidently advancing in the realms of art and design. With a commitment to excellence, he was responsible for determining creative vision for each project, leading teams in executing advertising strategies, and overseeing visual presentation and copywriting. Each project created a consistent brand image to precisely achieve branding and product promotion goals.

Keith firmly believes that continuous learning and improvement are key to success. He remains motivated by the belief that “there is no best design; only good designs that are understood, appreciated, and cherished.”

Keith approaches brand design projects from the perspective of Mind Identity, assisting clients in shaping a long-lasting market image. By integrating his advertising expertise, he further ensures effective message delivery. Facing a rapidly evolving creative landscape, Keith looks forward to challenging himself and breaking new ground.

Brands Keith worked with:

FairPrice, Cheers, Robinsons, Marks & Spencer, John Little, Starhub, Lenovo, Star Cruise/Dream Cruises, Suntec City, PasarBella, to name a few.