WORK

Kinexys by J.P. Morgan Global Rebrand

Executed the global rebrand of J.P. Morgan's blockchain platform, leading the transition from Onyx to Kinexys. Supported the development of the visual identity, product positioning, and messaging, culminating in a coordinated rollout at the Singapore Fintech Festival.

StraitsX Brand Refresh

Led the comprehensive rebranding of StraitsX, Southeast Asia's digital asset payments platform. Directed cross-functional teams to define brand positioning and implemented the new identity and XSGD coin logo across all channels, including a redesigned user interface and updated platform experience.

StraitsX Project Orchid: Purpose Bound Money (PBM) Industry Trial

Managed the design and launch of campaign materials for StraitsX's participation in MAS's Project Orchid PBM trial. Collaborated with partners to deliver user-focused visuals and educational content for programmable digital vouchers.

Crypto.com Singapore Go-To-Market Strategy

Developed and executed Crypto.com's go-to-market strategy in Singapore. Launched local campaigns and educational partnerships, increasing brand awareness and product adoption while ensuring regulatory compliance in a rapidly evolving market.