Our Journey to BrandWerks

I founded BrandCraft in Hong Kong in 2012, a branding agency focused on brand creation and corporate rebranding engagements.

When we started BrandCraft, there was no brand strategy framework that we could follow, so through each client engagement, we developed and iterated our strategic approach. We saw how a critical approach and framework directly improve our client project workflow by empowering our clients and our creative teams to make informed and uniform decisions while building long-lasting brands. Fundamentally, a strong brand strategy framework vastly improves the whole branding workflow.

Our tools transformed our small agency and opened doors to bigger projects. In 2021, we launched BrandWerks to bring these tools, frameworks, and brand strategy templates to other branding practitioners and creative agencies. Agencies, designers, and strategists now use our tools in over 30 countries.

In 2024, I co-founded Attend The Way, a branding agency in Brighton in the UK. Today, we’re working on branding and design projects for some of the world’s most recognisable organisations and working directly with founders on new brand identities. We work with clients of all sizes and stages in their development across various industries.