The Challenge

From craft to consulting.
Change is pushing its weight around. How can a 40+ year old brand packaging firm, despite its ongoing growth and success in delivering its craft, become future-proof and expand its role and value offer in a way that honors their skilled employees and design legacy. Helping their clients win today and grow tomorrow.

My Approach

Not just services. Superpowers.
By carefully but intentionally interweaving brand strategy, design and innovation in novel ways I helped clients look up, look out and evolve for their unfolding future. To do this shift, I needing strong guiding principles that inspire the new ways of working; Dig deep. Experiment. Pitch in. Keep it really real. Unfurl and fly your freak flag. These are the values that unite our people and empower us to do our best work.

The Outcomes

Shaped for the shape of things.
The agency's focus on change inspires how its people worked better. For 40+ years, they’ve been independent. (And employee-owned for 20.) The rebrand and repositioning empowers them to be a different kind of branding agency, leading with their values and bold ambition—and partnering with clients who share in them.

Top Skills

Design Thinking • Design Research • Design Leadership • Brand Innovation Strategy • Brand Design

Key Results 2013-15

• Grew the Singapore design team from 4 to 10

• Recipient of the Pentagram 2015 'Special Creativity' Award for the Milka Experience Design work

• Informed the design and innovation strategy, narrative and methodology for the firm to reposition itself and its customer base.