I started in engineering — process engineering for nuclear power plants and EV infrastructure. I learned that the most sophisticated systems fail if people don't understand them.

That realization led me to brand strategy. For the past 15 years, I've helped technology companies bridge the gap between what they build and what the world understands.

Today, as Creative Intelligence Officer at RedPeak — part of the kyu Collective network — I lead strategic engagements for companies like TSMC, MediaTek, Innodisk, Advantech, and Chroma.

My approach combines an engineer's rigor with a strategist's intuition. Because the best brands aren't just designed. They're engineered.