Hello! I'm Joyce.

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About Me

Meet Joyce

Hello! I'm Joyce Xiao.

Welcome! I'm Joyce, a designer with a non-conventional design background. Fascinated by how nutrients affect health and entrepreneurship, I spent my undergraduate years studying Nutritional Sciences and Commerce.  After graduation, I worked in Sales and Marketing for 3 years in the nutrition and media-tech industry before migrated to design.
A maker at heart, I enjoyed the process of seeing my creativity come to life, from building my dream home with Lego as a kid to designing the interior of my room as a grown-up. My passion for art, science, and business had eventually led me to product design.
I am grateful to have explored the beauty of different careers and gained valuable knowledge, enabling me to design with unique perspectives. Having a science and business background, I am an analytical thinker with a natural tendency to solve product problems through research and strategy.
Currently, I'm completing my Master's program and guiding students through projects at the Centre for Digital Media.
Some companies I worked with:

Meet Joyce

Hello! I'm Joyce Xiao.

Hello! I'm Joyce Xiao.

Welcome! I'm Joyce, a designer with a non-conventional design background. Fascinated by how nutrients affect health and entrepreneurship, I spent my undergraduate years studying Nutritional Sciences and Commerce. After graduation, I worked in Sales and Marketing for 3 years in the nutrition and media-tech industry before migrated to Design.
A maker at heart, I enjoyed the process of seeing my creativity come to life, from building my dream home with Lego as a kid to designing the space of my room as a grown-up. My passion for art, science, and business had eventually led me to product design.
I am grateful to have explored the beauty of different careers and gained valuable knowledge, enabling me to design with unique perspectives. Having a science and business background, I am an analytical thinker with a natural tendency to solve product problems through research and strategy.
Currently, I'm completing my Master's program and guiding students through projects at the Centre for Digital Media.
Some companies that I worked with:

When I'm not designing, you will find me...

Hiking in the wild to seek hidden gems and serenity
Eating S'mores by the campfire
Trying to overcome my fear of height before I hit the blue run

I get inspired by...

Immersing myself in a world where physical & digital space intersects
Experimenting with emerging technology interaction
Nerding out on Behavioural Economics books

Traveling helps me explore the world from different perspectives.

📍 Big Sur, California
📍 Maui, Hawaii
📍 Yosemite, California
📍 O'ahu, Hawaii

The story of how we got started on Webflow

Relume was started by two guys with the same mission.
Our story starts 8 years ago... Strap in.

January 2012

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Co-founder Dan finishes the economics degree he promised his mum he’d complete, only to never use it and start his own clothing business (love you mum).
June 2016
Adam catches wind of Dan’s early success and slides into his DM offering help. Dan politely accepts.
August 2017
After collectively failing a number of business ventures, Dan and Adam finally have their first break. Together they build Lumio with a team of 7 other legends.

Lumio, previously called Foenix, was a social media analytics company that helped brands like Audi, David Jones and Red Balloon source legitimate influencers for social media campaigns.

“We were essentially the Instagram police and called out fake influencers left, right and centre. It was fun and all, but there is only so many bikini chicks you can look at on Instagram before you start losing your mind.”

Dan, Co-founder and CEO of Lumio

April 2018
Lumio gets acquired by German company, Influencer DB. Yeww! 🎉

“After this, we both took up golf on during the week and started eating fancy dinners at the local Country Club... Ha. This is not what happened at all. We suck at golf and love eating Guzman Y Gomez.”

Adam, Co-founder of Lumio

June 2018
Dan is shipped off to work with ze Germans as Head of Product at Influencer DB.

Adam decides to stay in Sydney and cut his teeth as a Product Designer with one of Sydney's leading design studios.

Whilst in Germany, Dan worked with with brands such as Daniel Wellington and BMW - Ja!

Adam worked with clients like Vodafone, TAFE NSW, Adobe and also won the 'Good Design Australia' award for his work on the Seatfrog website.

November 2019
After spending time apart, Dan and Adam begin to plan their next moves and rekindle their business partnership.

The name "Relume" is born.

relume

verb

[ri-loom]
To relight or rekindle (a light, flame, etc.)

January 2020
Dan moves back to Sydney to join a Global startup incubator called Antler. He convinces Adam to join him.
April 2020
🚀 relume launches
For various reasons, Dan and Adam decide to turn down a $100,000 investment from Antler and start their own business venture, without taking outside investment.

To do this they would have to build a company that would be profitable in its first year. Not the next Uber of *insert clever idea*.

June 2020
After building 11 websites on Webflow in under 6 weeks as a way to test a number of business ideas, Dan and Adam decide to stick to what they know best and launch Relume - a company that designs and builds beautiful Webflow websites.

“Relume was an opportunity for us to build a profitable business, not a startup that bleeds cash, whilst doing what we love to do. It also allows us to learn about all types of businesses and the problems they deal with. These are all opportunities that we could potentially solve for in the future. For now, our goal is simple, we want to build a kickass business which means we really want our customers and the Webflow community to succeed too.”

Dan, Co-founder of Relume

Today
Today Relume is a team run by two guys with the same mission in life - To wake up every day with a choice to do what we love to do, build meaningful relationships and do great work.

You've heard our story, it's now time for the world to hear yours.

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