What began in 2016 on Phi Phi Islands has grown into a studio with homes in both Malaysia and Thailand. Ever since, we have been building brands around emotional connection, using strategy to ground them and storytelling to carry them. It’s branding that feels lived-in, built to be experienced, not just seen.
Our approach is collaborative, clear, and intentional, blending your vision with our insight to create work that feels as good as it looks. If it seems simple, that’s because we’ve spent over 10 years refining, distilling, and reshaping the way branding connects with people on a human level, just the way it should be.
There’s no hidden formula. Here’s how we do things.
01 Begin with the customer
Your brand is defined in the moments when customers encounter your ads, products, and services. In those experiences, they form their own view of who you are, effectively shaping your brand. We help guide that perception by aligning your marketing, customer touchpoints, and brand identity. When these elements are out of sync, it leaves room for competitors to step in.
02 Keep it grounded
We begin by understanding what you want to achieve, and what’s getting in the way. From there, we collect just the right amount of insight to spark ideas and put them to the test, whether in a controlled setting or out in the real world. Ideally, we move quickly, refining as we go, until we’ve delivered the results your business is aiming for, or better.
03 Lean into the chaos
Sticking rigidly to a plan often leads to predictable outcomes. We stay responsive, shaping our ways of working to suit the moment, whether that means scaling teams, shifting skillsets, adjusting workflows, or rethinking goals and solutions altogether. We can slot into your team, collaborate with partners, work in sprints or follow a more structured path. Our mindset is simple: adapt to whatever it takes to get the job done.
04 Challenge everything
We regularly ask ourselves, ‘What would you do if this were your business, your investment?’ It’s a question we bring to every brief and revisit after every meeting. It keeps our thinking sharp, our solutions meaningful, and sets our work apart. It’s also a big part of what defines who we are.