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Department of Design

Academic Staff

Dr CHEUNG Pun Sin, Benson

Associate Professor


Dr CHEUNG Pun Sin, Benson

Dr. Cheung was born in Hong Kong and educated in UK. He is a tri-role professional: graphic design consultant, advertising firm owner, lecturer/education advisor. He holds a Doctor of Philosophy degree from the School of Design, The Hong Kong Polytechnic University, a Master’s degree with distinction in design education from the Middlesex University, UK, and a BA (Hons) degree from the Bristol Polytechnic, UK. He started his career in 1988 in a 4As advertising agency in Hong Kong, and later established his own advertising and design company in 1993. Since 2005, he became a visiting lecturer of The Hong Kong University SPACE, The Middlesex University (Hong Kong) and The Hong Kong Polytechnic University. In the beginning of 2017, he has taken the role as an Associate Professor and the Programme Leader of BA(Hons) Advertising programme of The Technological and Higher Education Institute of Hong Kong. He is now a chairman of the Chartered Society of Designers (Hong Kong), and one of the board of directors of the Hong Kong Design Centre.


As Dr Cheung is a tri-role design professional, he is able to view graphic design from three perspectives – design industry, design education and government policy on design. Inspired by the encounters through his diverse career, he focuses his research on ‘the transitional period of graphic design graduates moving from academia to professional practice in Hong Kong, as well as the development of graphic design professionalism’.



  • Design professional practice
  • Design value in global arena
  • Advertising print and TVC campaign
  • Design management (project management to Design entrepreneurship
  • Advertising design & social research methodologies
  • Research project planning
  • Undergraduate and Postgraduate thesis writing
  • Advertising design history



Award title (Discipline(s)), Institution, City, State, Country



Doctor of Philosophy

Hong Kong Polytechnic University, Hong Kong



Master Degree (pass with distinction)

East Asia Work Based Learning Centre

Middlesex University, London



BA(Hons) Graphic Design

Bristol Polytechnic (now renamed as West of England University, Bristol, U.K.)



Position, Office/Unit/Section/School/Department/Faculty, Institution, City, State, Country


(Jan – Apr)

Visiting Assistant Professor, Acting Programme Leader

Technological and Higher Education Institute of Hong Kong

2013 – 2016

Visiting Lecturer of The School of Design

The Hong Kong Polytechnic University, Hong Kong

1994 – 2016

Founder, Managing Director and Creative Director of The Twins Advertising Company, Hong Kong


  • Visiting Lecturer, Department of BA(Hons) of Industrial Design, Xi'an Jiaotong-Liverpool University, Suzhou, China
  • External Advisor/ Examiner (2018-19), Department of Bachelor of Arts in Design, Macao Polytechnic Institute. Macau


  • Full Member, The Chartered Society of Designer (UK)
  • Full Member, The Hong Kong Designer Association
  • Fellow Member, Royal Society of Arts, UK


  • Board of Directors of Hong Kong Design Centre (2015 – present)
  • Chairman, The Chartered Society of Designer (2015 – present)
  • Founding Board Member, The Hong Kong Federation of Design Association Limited


  • Innovation and Technology Commission of the Government of the HKSAR - Innovation Expo 2007 at the Hong Kong Convention Centre, H.K.

    Speech title: Design Professional Practice


  • Hong Kong University Space Open Day Public Seminar 2007

    Speech title: Graphic Design Practice - The Past, the Present and the Future


  • Professional Education and Knowledge (PEAK) of Vocational Training Council – Open Day 2008

    Speech title: The Changes of Advertising Design Practice from the Past, Present to Future


  • Senior Management Forum for MBA student of Hong Kong Polytechnic University 2011

    Speech title: A New Systems Thinking: Design and Culture for Economy


  • Hong Kong Design Centre – Board of Directors Retreat, 2016

    Speech title: The Transitional Period from Academia to Professional Practice (Graphic Design)

  • Hong Kong Design Centre - Unleash: Design Thinking Forum (8 - 9 Mar 2019)

    Speech Title: Reflective thinking (Donald Schon): Professionals in General and Designer in Design Process and Design Education Teaching


  • Hong Kong Education Bureau – Keynote Speakers Discussion Forum (13, Nov. 2020)

    Fostering Life Planning through Creativity and Innovation (創意 • 創新 • 創未來)



  • Cheung, B. P. S. (2011). The Challenge of the Role of Graphic Design Education and Design Practice for the Values Creation of Hong Kong’s Knowledge Based Economy. Poster presented at International Design Research Lab, Research Conference: Where is Design Practice at Today? Agideas 2011 International Design Forum, Iridescent Icograda, Melbourne, Australia. 


  • Cheung, B. P. S. (2011). Developing Hong Kong Professional Competence framework for Graphic Design Practice in Future Doctoral Education Research.  Proceedings of Doctoral Education in Design Conference 2011: Practice, Knowledge, Vision, School of Design, Hong Kong Polytechnic University, Hong Kong.


  • Cheung B. P. S. (2011). Double ‘Blind Spots’ of the Academia and Design Industry. Proceedings of DesignEd Asia Conference 2011BODW, Hong Kong Design Centre, Hong Kong.


  • Cheung, B. P. S. & Chigaeva, S. (2015). Feedback in graphic design: A case study of one subject teacher’s practices. Proceedings of International Conference on English Across the Curriculum 2015. The Hong Kong Polytechnic University, Hong Kong.


  • Cheung B. P. S. (2015). The making of competent graphic designers in Hong Kong: the transitional period from academia to professional practice. (Ph.D thesis, The Hong Kong Polytechnic University, HK. 2015).


  • Cheung B. P. S. (2017). Professional Graphic Design Knowledge in Hong Kong: from Graduate to Professional. Communication Design Journal


  • Cheung, B. P. S. (2018). Transforming ‘Graduate Students’ into ‘Competent Designers’. Presentation of Design Incubation Colloquium 4.2: CAA 2018 Los Angeles. College Art Association, United States.


  • Cheung, B. P. S. (2019). The Challenge and Opportunity of Continuing Professional Learning in the Transitional Period from Academia to Design Professional Practice (Communication Design). Presentation of Education 4.0: Applied Degree Education and the Future of Work: International Conference on Applied Education, Technology and Innovation (THEi AETI 2019), Hong Kong.

  • Cheung, B. P. S. (2020). In Search of Evidence-based Professional Competence and Expertise Assessment Framework in Design Professional Practice. Presentation of THEi TUAS AETI 2020: International Conference on Applied Education, Technology and Innovation 2020. Turku University of Applied Sciences, Turku, Finland. (Abstract accepted but conference cancelled due to the corona situation in Europe and Globally)


  • Cheung, B. P. S. (2020). The Challenge of the youngsters in applying design thinking. Keynote Presentation of Fostering Life Planning through Creativity and Innovation (創意 • 創新 • 創來): Life Planning Education Conference 2020, Education Bureau, Hong Kong​


  • Award of Academic Excellence in Work Based Study of MA (Design Education), Middlesex University East Asia Work Based Learning Centre.