I’m passionate about brand identity and design systems with over a decade building principle-led brands across APAC. I’ve led identity work for Singapore International Film Festival, Chinabank, Cycle & Carriage, and Abenson, bringing strategic clarity to every digital and physical touchpoint.

My approach was shaped by IDEO, Interbrand, and Landor & Fitch. I now lead creative at Louken, a venture builder and brand consultancy. Outside the studio, I produce electronic music, a practice that keeps my creative thinking experimental.