Finding the thread across people, business & brand.
I bring research and strategy together to shape a brand’s direction and guide its creative expression, making it relevant to the business and meaningful to people.
Different questions.
Different kinds of work.
REPEET is sustainable fashion made in Vietnam.
a Vietnamese textile company that manufactures both high performance fabrics for global markets and finished apparel for domestic markets.
A Japanese originated fashion brand celebrating the connection between art and Vietnamese street culture.
Observe.
Connect.
Make sense.
Create direction.
I start by looking at what is happening around a brand can connect with people, culture, technology, business, materials and the environment it operates in.
From there, I connect what I learn, identify what matters, and turn it into a direction that can move between strategy, brand and experience.
Explore approachStrategy is not about having all the answers.
It is about asking better questions, understanding the situation clearly and finding a direction that people and businesses can actually move with.
My work sits between research, strategy, brand development and creative exploration.