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.
01 / 03
REPEET
REPEET is sustainable fashion made in Vietnam.
02 / 03
NAM ANH JSC
a Vietnamese textile company that manufactures both high performance fabrics for global markets and finished apparel for domestic markets.
03 / 03
(WHAT IT ISNT)
A Japanese originated fashion brand celebrating the connection between art and Vietnamese street culture.
Approach
Observe.
Connect.
Make sense.
Create direction.
I start by looking at what is happening around a brand how it intersects with people, culture, technology, business, materials, and the environment it operates in.
From there, I distill what I learn, identify what truly matters, and translate it into a clear direction that moves seamlessly between strategy, brand, and experience.
Explore approach
About
Strategy is not about having all the answers.
Strategy is the art of asking better questions, clarifying reality, and charting a course people can genuinely believe in.
My work connects the dots between research, strategy, brand development, and creative exploration.
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