I help brands uncover their essence and translate it into design systems that thrive across packaging, digital, retail, and beyond.
My approach balance structure with creativity—keeping brands relevant, distinctive, and consistent while inspiring teams and engaging consumers. From brand books and innovation roadmaps to heritage narratives and vision tools, I create frameworks that drive internal alignment and spark recognition in the market.
Selected examples:
Gain (USA)
Reframing the future through the past.
Crafted a brand heritage narrative that redefined brand architecture and guided packaging strategy—anchoring the brand in its roots while creating space for future innovation.
Vidal Sassoon (Singapore)
Anchoring innovation in heritage.
Conducted a heritage analysis to define the brand’s creative DNA, fueling a 10-year innovation vision that bridges iconic style with modern relevance.
Bounce (USA)
Turning insight into inspiration.
Conducted a brand perception study to uncover consumer insights and market opportunities, translating them into a design innovation strategy and brand manifesto that laid the foundation for a fresh creative direction for the brand’s visual identity refresh.
