Selected projects
Work
Fifteen years of brands across Singapore and Vietnam, mostly in food, fashion and retail. Here are a few I built, grew or am building now.
Midnight Express / hero image
01 / Café brand. Hồ Con Rùa, District 3, Saigon
Midnight Express
Owner and brand lead
Founded, branded and grew a neighbourhood café, then sold it in 2026.
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- What I did
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- Result
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TROVE by SGD / hero image
02 / Luxury handbags. Orchard Road, Singapore
TROVE by SGD
Website and digital
Built the website and run its ongoing digital management.
- Brief
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- What I did
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- Result
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Makan Durian / hero image
03 / Online durian retail. Singapore
Makan Durian
Brand and marketing lead
Leading the brand and marketing for the December 2026 launch.
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- What I did
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- Result
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Off Menu Saigon / hero image
04 / Video series. Saigon
Off Menu Saigon
Creator and director
A series on the people behind Saigon’s food and creative scene.
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- What I did
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- Result
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