The PHDC art director is specialized in brand design and planning, and his clients come from various fields. His team was selected by Japanese magazine “Quotation” as one of Asia’s most creative teams to keep an eye on. Shibo Hsu pays special attention to the details of a shop; from a store’s packaging, lighting, sound, music to its smell. He believes these details show that the owner had thought through about the messages the brand is sending to its consumers; usually such brands are those which have the best presentation in their physical stores.