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Strategic thinker. Creative builder.
Emerging brand & future music identity.
About
Strategy meets
creativity.
I work at the intersection of FinTech, marketing, and human storytelling — driven by curiosity and shaped by real results.
↗ click a node to explore
Selected Work
Case studies that turn
strategy into traction.
A few projects where positioning, storytelling, and execution moved from idea to measurable response.
Featured Case
FinTech Brand Strategy
Developed a full brand strategy for an early-stage FinTech startup targeting Gen Z investors, turning a product-first mindset into a story-first brand.
Problem
The product was technically strong but failed to connect emotionally with its target audience. Users understood the features, not the feeling.
Insight
Gen Z doesn't just invest money — they invest identity. The brand needed to feel like a movement, not a utility.
Strategy
Reposition the brand from 'smart investing' to 'financial rebellion' — ownership as self-expression. Built a messaging hierarchy around three pillars: autonomy, transparency, culture.
Execution
Led workshops, delivered a full brand book including voice/tone guidelines, visual identity direction, and a content calendar framework for launch.
Outcome
Brand launch achieved 3.2× organic reach vs. industry benchmark. Product waitlist grew 180% in 6 weeks post-rebrand.