Brand Strategy
Positioning · Messaging frameworks · Tone of voice · Naming · Brand workshops · Brand guidelines
I define what a brand stands for, who it talks to and how it sounds, then write it down so a team can use it.
ended in one strategy document, the one the company works from now
Temporary Truth Creative
Content and system strategy · 2026 · Strategy & Growth Consultant (contract)
Ran a positioning workshop with the whole team that ended in the strategy document TTC works from now.
StrategyThe positioning workshop
The branding and position were outdated so I created a workshop with the whole TTC team that ended in one strategy document, the one the company works from now.
RaceArt brand book
Brand book · 2024 · Founder, own brand
Defined my own brand by what it refuses to be, with compliant and non-compliant copy side by side.
Strategy
RaceArt is streetwear rooted in street racing culture.
Missionthe moment of total commitment at max speed, when only you and the road remain.
Voice
RaceArt does not explain itself to people who do not already understand.
Short declarative sentences. No exclamation points. Facts over feelings. Compliant and non-compliant copy side by side.
Visual identity
Logo rules, a palette built on the Robin Egg Blue to Green Yellow gradient, Big Noodle Titling for headlines, Futura Heavy for subheads.
Photography
Disposable camera grain, sodium vapor light, gas stations and parking lots, JDM cars, casual framing. No studios, no fashion poses and no staged product. Clothing in context, and not as the subject.
This brand book refuses to...
RaceArt is defined by what it will not be: polished, explanatory or desperate for approval.
MAST
Brand strategy · positioning and messaging framework · 2024 · Creative & Brand Strategist, Compound
Turned an initial brief into the full brand strategy: positioning around "hard fun" and a messaging framework.
MAST is a premium STEAM academy for ambitious families. I turned an initial brief into the full brand strategy.
Strategy
Positioning around "science-based development" and "hard fun". A messaging framework that keeps the premium position in approachable language, written against what parents actually worry about.
Creative direction
With a graphic designer: references, palette, photography guidelines built on hands-on learning moments, and the technical graphic elements that carry the STEAM focus.
House of Fuego
Event series · founder and curator · 2024 · Founder and curator
Built the brand from zero, from the name to the voice. The first edition drew over 200 people.
House of Fuego is a sunset event series on Studio 9's terrace in Taipei: Latin culture and electronic music, every two months.
Brand
I founded it and built the brand from zero: name, concept, positioning, voice, marketing. A designer and I shaped the identity around Latin warmth and the sunset.
The event
Curated electronic programming, Latin food, live performances, signature cocktails. The first edition drew over 200 people.
The Waterfall Hijack
Book
Wrote a branding book on how brands become the word people use, with a chapter on anti-positioning.
Waterfall
Hijack
Most brand ideas die in a conference room, sanded down until nobody can object to them. This book is about the ones that got out, like Dollar Shave Club and Southwest.
You'll learn to catch the idea when it shows up, pick an enemy, and keep the committee from making it safe.