Brand and narrative for emerging technology.

About me

I'm a creative director working in brand, narrative and art direction for emerging technology. I'm at my best before the answers are settled - giving a technology a story and an identity and a sense of conviction before its category has one, then carrying that through everywhere the brand shows up. Most of that work has been on the open web - decentralised infrastructure and the ecosystems that build on it - but it travels to anywhere still being defined.

About my work

I currently lead the creative function at the Filecoin Foundation, across brand, content and experiences, from strategy through to art direction and production. In five years that function has shipped roughly 2,400 tracked deliverables - sixty-plus events and seven brand systems, at about ten pieces a week from a three-person team. What stuck is the better measure. The deck masters and template systems became how the whole organisation presents and publishes, well beyond the team that built them, and FIL City now runs on-brand events in ten cities without the creative team in the room. The Sanctuary at Davos came back four years running, and the repositioning was adopted stakeholder by stakeholder in an ecosystem where nobody could mandate it. The work I'm drawn to means working in uncertainty: making sharp creative calls on incomplete information, reusing and rethinking resources for impact, and shaping approaches that fit how a decentralised, fast-moving ecosystem actually behaves rather than forcing a conventional one onto it.

I built the creative team and direct it: an art director and a content designer, with motion and contract designers brought in when the work needs them. It sits inside a fifteen-person marcomms function, so the work runs cross-functionally - comms, governance, events and ecosystem teams all have a stake in what ships. The rest of it is stakeholder work at executive level, which is where the repositioning above was actually won.

Background

I've led creative at the Filecoin Foundation for over four years, building the function and brand from the ground up. The grounding for that came earlier - close to a decade across design, brand and content roles in Hong Kong, China and the UK. Immediately before Filecoin I was Strategy Director at Branding Records in Hong Kong, directing positioning and identity for international clients across tech, education and fashion. I hold an MA in Graphic Design from the Savannah College of Art and Design and a BA in Media Practice from the University of the West of England.

How I work

Most of what I do falls under two headings: brand and narrative for technology while the ground is still being defined, and creative direction for events and activations, from concept through to on-site production. AI runs through both - generative image and motion, LLM-assisted strategy, and tooling I've built as I've gone. I'm most useful early, building the identities and systems that have to hold up as a project scales.

Contact

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