Consulting Experience (select clients only)

• Repositioned Singapore from being a stopover destination to a standalone world-class city with unique tourism offerings. Created a bold tagline of “Uniquely Singapore” to support the launch campaign that resulted in increased visitor arrivals from 8.3m to 11.6m in 5 years.
• Enrolled key industry partners’ buy-in and commitment for a successful national branding campaign (STB) across the world
• Significantly enhanced strategic impact and delivered marketing synergies for the largest SGX listed food and beverage (F&B) company of South-East Asia (Rev. S$2.1B). Increased business attractiveness by developing a master brand endorsed portfolio that led to a profitable takeover of the client company
• Developed a strong brand strategy and identity for a healthcare start-up launching Singapore’s first evidence-backed longevity clinic
• Created a strong united brand identity for a healthcare group (Rev S$ 150m, 2017) and its 3 subsidiary hospital brands and improved brand recognition
• For a billion-dollar US client, developed a brand strategy and designed key collaterals including a website to help grow their business in S.E. Asia, Europe and in China (3 projects)
• Complete strategic and operational transformation for the largest luxury watch retailer based out of China (Rev. RMB 13b). Delivering a well-crafted brand positioning and investor strategy that resulted in an oversubscribed IPO debut. Delivered a complete visual identity solution with logos, look and feel, marketing collateral design and retail design to harmonize over 200 different retail brands under three master brands targeting luxury, premium and mass market segments in China and Hong Kong
• Carefully addressed employee resistance to organizational change thereby helping leadership create a conducive climate to facilitate a proposed change through an organization-wide study applying psychoanalytical tools to accesses deeper human emotions