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I help businesses simplify their challenges in a complex world.
Brand Strategy
Experience Strategy
Innovation
Streamlining the complexity of a medical device leader
Alcon
Implantable Ocular Lenses
The Challenge
Alcon, the global leader in ocular medical devices, wielded an intricate and confusing portfolio of implantable intraocular lenses (IOLs). They needed develop a clear brand architecture for products that serve diverse vision needs—astigmatism, presbyopia, and other ocular conditions—across various global markets and healthcare systems.
The Approach
Immersing in the technical world of IOLs, I distilled insights from optical surgeons, R&D teams, and international sales heads. Through in-depth competitive analysis and stakeholder insights, I identified pathways to simplify product messaging without compromising technical nuances.
The Insight
Not all lenses are on a linear quality scale; each addresses unique visual needs. Meanwhile, surgeons prioritized dependability of all, rather than incremental innovations, requiring a brand structure that prioritizes both trust and flexibility.
The Outcome
A unified messaging platform with positioning, taglines, and brand tenets, creating a scalable framework that secures Alcon's market leadership and supports future product launches.
Inspiring confidence with next generation private equity leaders
Clayton, Dublier & Rice
Annual LP Meeting
The Challenge
Clayton, Dubilier & Rice, a leading private equity firm, sought to reposition its brand amidst a leader succession, transitioning their annual investor meeting to a virtual format due to the pandemic. The goal was to convey a modern, forward-looking image that reflected the firm’s next chapter while minding the conservatism of its limited partners.
The Approach
Prototyping visual and tonal options, covering messaging, mood boards, and digital journeys, our blueprints shaped meeting themes, speeches, and video content. Coordinating across agencies, I worked with production teams to handle logistical complexity and align with the firm’s strategic needs, addressing the need for ROI-focused, confidence-building communication.
The Insight
Limited partners and the market need signals the firm would balance legacy and tradition with a clear future vision, appealing to those seeking stability and growth amidst economic headwinds and open to boldness in the future.
The Outcome
The strategy led to a virtual event that showcased the firm’s transformation, reinforcing trust with partners and setting a cohesive path for future communications.
Reshaping luxury while venerating the past
Narai Hospitality Group
Luxury Hotel Development
The Challenge
In reimagining the Narai Hotel—a cosmopolitan pioneer in Bangkok’s hospitality scene—I was tasked with developing two new luxury hotel brands. The challenge was to honor the legacy of this beloved institution while creating distinct identities for entry-level and ultra-luxury tiers that reflect a refined, inward-looking luxury.
The Approach
Drawing from the Narai’s cultural significance, I crafted brand personalities, promises, and values that would anchor each hotel in Bangkok’s heritage while infusing modern luxury. For the entry-level luxury brand, I envisioned a vibrant, creative hub that fosters movement and community, while the ultra-luxury tier became an elevated sanctuary of deeply personal, transformative experiences.
The Insight
Rather than boosting outward status signaling, redefining luxury through the Narai’s legacy meant shaping an experience of centered on internal meaning, inspiration and connection.
The Outcome
The result was two distinct yet culturally resonant brands that honor Bangkok’s past and lead its luxury hospitality future, offering guests a deeply immersive and nuanced experience of the city.
Creating long-lasting relevance for budding financial advisors
CFA Institute
Finance Services Certification
The Challenge
The CFA Institute sought to recapture the interest of students in the financial services talent pipeline, strengthening its relevance and positioning in a competitive educational landscape and growing the pie of a industry in transition.
The Approach
Through in-depth audience research, market sizing, and persona development, I crafted four distinct personas, each reflecting unique mindsets, aspirations, and emotional drivers. These personas were strategically woven into the broader brand and CX narrative, enabling targeted engagement across key experience touchpoints within the CFA Institute’s Global Investing Academy.
The Insight
Finance students and young professionals are not a monolith, and are motivated by a blend of career ambition and practical needs, seeking authentic support, encouragement, and resources at points in their career journeys.
The Outcome
The personas formed the basis for resonant communications and tailored program elements, reaffirming CFA Institute’s presence and appeal among students and building a stronger pipeline for the financial services sector.
Propelling a sleek oncology operator onto the public market
Checkpoint Therapeutics
Oncology Brand Rebrand
The Challenge
Checkpoint Therapeutics, an oncology startup with a streamlined approach to drug development, needed a complete brand and digital overhaul. Its previous identity and online presence was visually outdated and overly academic. They needed brand that confidently signaled its scientific rigor, efficiency, and readiness for public trading.
The Approach
I repositioned Checkpoint’s brand as a sleek, scientifically rigorous yet profitable “fast follower” rather than a high-risk innovator. This approach informed a refreshed verbal identity and creative brief, ensuring the new brand identity would signal Checkpoint’s strengths in a crowded market, where reliability, speed, and profitability matter.
The Insight
Innovators do not always have the market advantage; rather, disciplined execution of existing technology with operational efficiency creates lasting shareholder value.
The Outcome
The reimagined brand positioned Checkpoint as a trusted, IPO-ready leader in oncology, clearly communicating its advantage in delivering impactful, affordable cancer treatments.
Steering a financial titan amidst new and untested technologies
Fortune 500 Bank
Web3 Decision Toolkit
The Challenge
This financial services leader needed a clear, strategic perspective on the feasibility of Web3 marketing initiatives (VR, NFTS), aiming to balance the innovation hype with a focus on long-term value.
The Approach
I led a data-driven feasibility assessment, gathering diverse insights to cut through the polarized views on Web3. Rather than following industry trends or quick-win tactics from industry competitors, a disciplined hierarchy of strategic principles was essential, allowing the client to evaluate Web3 opportunities through a grounded ROI-centric lens.
The Insight
Web3’s potential lies beyond immediate tactics, and its return is dependent on further infrastructure and network effects. A disciplined approach and long term lens ensures sustainable alignment with leadership’s broader innovation goals.
The Outcome
The result was an evergreen framework guiding future Web3 decisions, enabling this F500 bank to pursue innovation thoughtfully, with a clear, strategic roadmap for the next 5-10 years.