Strategies are only as strong as you’re able to partner with your client’s expertise and work together to come up with actionable ideas. And this is how I approach projects; with an open mind to adapt and craft the best creative solutions.
With background in Media and Communications, I started out in journalism in Melbourne, Australia and found my way into Brand Strategy when I moved to Singapore. I love helping brands tell unique stories and connect with their audiences. Over the course of the years, I’ve worked with various businesses in diverse categories from F&B, Hospitality to FMCG and E-commerce.
—Strategies are only as strong as you’re able to partner with your client’s expertise and work together to come up with actionable ideas.
What inspires you?
Engaging the world around and finding points of connection with others, simply by being present. I think there’s something very beautiful in that exchange and opportunity to learn from others while sharing experiences. The personal stories that come from there, serve as inspiration for me.
Name a great purpose example
I still really respect Noma as a brand. Their approach to flavor-based innovation and sustainability, pioneered a movement in the food industry at large. Many of their extensive projects delved into the possibilities of turning perceived waste into new forms of dining. Which then inspired many across the world. While they yet have to find a solution to creating a healthier workplace environment in hospitality, I do think that they have succeeded in other aspects such as helping to highlight creative thinking to support food sustainability.