About Me

Herbert Lui writes about life, psychology, and culture. He was a staff writer for Lifehacker, and his writing has appeared in The Globe and Mail, the New York Observer, and Fast Company.

As the creative director of Wonder Shuttle, Herbert works with clients like Shopify, Stripe, and Pocket to make impressions instead of buying them. Prior to that, he has worked with grammy-nominated musicians, luxury retailers, and award-winning studios on their copywriting, strategy, and creative.

I’m stepping out of third person to share some of my favorite pieces:

Also, here are some fun projects I made: