My name is not who I am
One morning, just like any other, I went to the bathroom and noticed something—I looked in the mirror and realized I was both the observer and the observed. In that moment, a spark ignited, and a burning question emerged: "Who am I, really?" , "Are my actions inherent to who I am or are they shaped by my own expectations?"
That day wasn't just another; it marked the first step on a journey to explore the intricacies of identity, the signifier VS the signified, and how brands behave in similar fashions. Since then, I've come to understand why brands are such complex, beautiful creatures—Entities that span beyond a logo, a range of assets, their retail presence, and even their name.
This realization profoundly transformed my understanding of branding. I now see brands not merely as static identities, but as dynamic, living entities that both influence and are influenced by the world around them. Like living organisms, brands interact with society, holding immense power to shape perceptions, behaviors, and even entire cultures. By being meaningful and consistent, brands not only reinforce individuality but also foster a sense of community. This connection creates a ripple effect—altering behaviors, reshaping markets, and ultimately contributing to the crafting of culture itself. Brands, in essence, are integral to the social fabric, continuously evolving and leaving lasting impacts on society.
This perspective has guided my work across various industries, such as startups, banks, government organizations as well as creative agencies, having the privilege of collaborating with global brands like Adidas, Nestlé, Under Armour, Starbucks and more. With a focus on brand strategy, identity design, and implementation, my work explores the ubiquitous, pervasive nature of brands—both as crafted products and as culture shifters with a will of their own.