I evolve iconic brands for the digital age—preserving legacy while building systems that scale globally.From Korean Air to Chow Tai Fook, I lead transformations that balance heritage, clarity, and future growth

I define brand positioning and vision that align stakeholders and drive business outcomes.My work blends research, market insight, and creative judgment to give complex organizations a clear way forward.

I bridge strategy and execution—leading work from core identity and design systems through service design and multi-market rollout.The result is consistency across every touchpoint, from brand to platform to experience.

I work fluently across product, business, engineering, and brand teams—building alignment, accelerating decisions, and enabling teams to move with confidence across regions.

From identity systems to service flows, I design frameworks that scale across markets and platforms—protecting brand integrity while enabling flexibility and local relevance.

Award-winning global brand work (Korean Air, Chow Tai Fook, Adelaide University).Success is measured not by aesthetics alone, but by adoption, engagement, and lasting brand value.