In moments of change

I am a relatively T-shaped hybrid design lead across consumer (B2C) and corporate (B2B) branding needs, with deeep experience in defining positioning - including writing, visual design development and brand guardianship.

I've done this in and across both developing and developed markets around the world, stretching across couching workshops to align direction, to identifying opportunities for brand expression and facilitating onboarding and understanding of these.

At my core, I'm a narrative-led brand design guy, and I value the smallest design/behavioural/service details and stories in service of this.

More recently I have been developing a Design practice record within an advertising agency, co-founding BBH Singapore's BLACK SHEEP DESIGN 'product' - an intrapreneurial strategic design practice. I provide practise leadership, and strategic design oversight, and coined the positioning phrase 'Brand Distinction by Design' which captures the totality of what and how we do try to do our work at moments of change for our clients.