Andmi

I'm a brand strategist specialising in brand strategy, positioning, and rebranding for companies with international ambitions. Based in Hong Kong, I work with ambitious founders and marketing leaders across Asia-Pacific who are entering new markets or expanding internationally.

My background spans 15+ years in brand strategy and content. I've led brand development at two of China's most respected hardware technology startups during their internationalisation—one is now known as the "Apple of China," the other is the market leader in its industry. That experience taught me something fundamental: most agencies treat branding as a design problem. I treat it as a business problem.

Strong brands aren't layers of paint on weak foundations. They're built on a deep understanding of what makes a company distinctive and defensible. My approach is rooted in research and conversation. I speak with founders, engineers, and customers to find the unifying thread that runs through everything a company does. That thread becomes the foundation for all brand decisions, from positioning and naming to content strategy and visual identity. 

I specialise in helping Asian companies succeed in Western markets. My trilingual background (English, Cantonese, Mandarin) and experience bridging cultures means I understand the nuances that often derail international expansions. I work with premium brands in tech, biotech, real estate, and hospitality—companies with ambitions to lead their markets, not compete on price.

I'm best suited for founders and marketing leaders who understand that brand is the heart of their business. Whether you're rebranding, entering a new market, or building a brand from scratch, I focus on strategy that goes deeper than the surface.