Brand Explorations

My interest in branding comes from working between visual storytelling and content strategy, where tone, behaviour, and visual context shape how ideas are understood.

The following speculative projects explore branding through concept, voice, and visual expression, demonstrating my approach to developing ideas that communicate personality through both imagery and copy.

Brand Voice & Tone

Copywriting

Cultural Insight

Concept Development

Audience Understanding

Campaign Ideation

Brand Voice & Tone Copywriting Cultural Insight Concept Development Audience Understanding Campaign Ideation

Case Study #1 : Reimagining Everyday Objects

  • Insight

    We don’t just use objects, we build relationships with them.

    We talk to our phones, apologize to our laptops, and blame our chargers.

    The way we humanize things is the same way we fall in love with brands.

  • Concept

    A speculative branding exercise that treats design like dialogue.

    Each object becomes a mirror of human behavior — needy, loyal, honest, flawed.

  • Strategy

    How personality drives perception.

    How humor humanizes brands.

    How storytelling can exist without a product brief.

  • Takeaway

    Good brands act like people, not products.

    They speak, react, and misbehave in ways we recognise.

    Emotional branding begins where human behaviour meets everyday design.

  • A humorous poster about the toxic nature of phone chargers, depicting a white Apple charging cable, with text that reads 'Your Toxic Ex' and 'The Phone Charger'. Additional text states 'He makes you beg for 1% then leaves you drained'.

  • A wooden hairbrush with black bristles and wooden balls at the tips of each bristle. Text on the image reads "Your BFF," with a small oval containing the words "The Hairbrush," and a phrase at the bottom says "She would never judge you even when you are a mess."

  • A cluster of silver keys attached to a keyring against a light background with the text 'Yeah That Guy' and 'The Keys' in red, along with a tagline 'Meet him at every party. Still can't remember his name.'

  • Book cover titled "The Gossip Reporter" with a large spoon image and subtitle "Always gets the scoop, feeds you all the juicy deeds."

Case Study #2 : Tinder Brand Collaborations

  • Insight

    Dating today exists across culture.

    Music, food, late-night rides and shared moments shape how people connect.

    Tinder lives in everyday dating moments where relatability turns small experiences into shared humour.

  • Concept

    A series of speculative collaborations using Tinder’s brand voice as the starting point.

    Each execution pairs Tinder with familiar brands to turn everyday experiences into dating moments.

    The copy carries the idea, allowing the work to live easily across OOH, transit and social formats.

  • Strategy

    Use Tinder’s conversational tone as the anchor.

    Build humor through recognition.

    Keep visuals simple so the copy lands quickly.

    Design for fast reading in public spaces.

  • Takeaway

    Strong brand voice does not need complex storytelling.

    A clear tone and a single line can carry both idea and emotion.

    This project explores how collaboration can strengthen personality through shared cultural behaviour.

  • Tinder presentation slide with a pink gradient background. Includes the Tinder flame logo and text outlining the role, category, and format of the content, focused on dating culture in various formats such as OOH, transit, and social.

  • Colorful digital graphic with pink, orange, and yellow gradient background, featuring the Tinder logo and a message stating, "I'm really really really liking it." in bold white text, with a McDonald's logo in the top right corner.

  • An advertisement with a pink and orange gradient background that features the logos of Tinder and Spotify at the top, with the text 'Discover Weekly. Regret Nightly.'

  • A promotional graphic with a pink to orange gradient background. The text reads 'your ride or die. or just ride.' In the top left corner, there is the Tinder logo, and in the top right corner, there is a black rectangle with a white Uber logo.