## Overview
As a core member of the marketing team behind J.P. Morgan’s blockchain platform, I played a key role in shaping and executing of the global rebrand from Onyx to Kinexys. This initiative repositioned one of the world’s largest financial institutions for the next era of digital banking.

## Background / Challenge
By 2024, J.P. Morgan had spent nearly a decade advancing blockchain technology from pilot projects to a fully operational, institution-grade network. The rebrand was essential to signal this evolution and readiness for widespread commercial adoption.

The primary challenge was to shift perceptions of blockchain from an experimental technology to a commercially viable, value-driving solution. Overcoming entrenched skepticism about blockchain’s role beyond crypto and pilots was critical.

## Approach
- **Brand Strategy & Narrative:** Helped shape and refine Kinexys’ value proposition and market positioning as part of the rebrand.
- **Cross-functional Collaboration:** Partnered with internal marketing teams and external agencies to ensure consistent messaging and coordinated global rollout.
- **Creative & Content Production:** Led production of product-specific videos across product lines, including Kinexys Digital Assets, Kinexys Digital Payments, Kinexys Liink, and Kinexys Labs.
- **Execution & Logistics:** Owned on-the-ground execution of the rebrand, managing vendors, logistics, and live activations to deliver a seamless launch.
- **Events & Experiences:** Directed booth experience and coordinated executive speaking engagements at Singapore FinTech Festival.

## Impact / Results
- **Brand Positioning:** Established a future-forward brand identity reinforcing J.P. Morgan’s leadership in blockchain-enabled financial infrastructure.
- **Institutional Momentum:** Drove a measurable post-launch increase in institutional interest and product engagement.

 
 Disclaimer: 
This case study is for portfolio purposes only and reflects my personal experience based on publicly available information. It does not disclose confidential or proprietary information. Views expressed are my own and do not represent J.P. Morgan, JPMorgan Chase & Co., or their affiliates. All trademarks and product names remain the property of their respective owners.

Reimagined the Kinexys brand at J.P. Morgan.

Reimagining how money, information and assets move - and the way we talk about it.

Kinexys by J.P. Morgan Global Rebrand

## Overview
At StraitsX, I led the marketing strategy and execution for the Purpose Bound Money (PBM) showcase at the Singapore FinTech Festival (SFF) 2022, under the Monetary Authority of Singapore (MAS)’s Project Orchid. My role focused on translating a complex digital currency innovation into a compelling marketing narrative and immersive experience tailored for regulators, industry stakeholders, and the public. This initiative successfully positioned StraitsX as a pioneer in programmable money, driving awareness, engagement, and adoption.

## Background / Challenge
Traditional vouchers are fragmented, paper-based, and scattered across multiple platforms, causing friction for consumers and merchants alike. PBMs offer a smarter alternative: programmable money that can only be spent as intended, streamlining transactions while ensuring control and compliance.

The marketing challenge was to demystify StraitsX’s XSGD (digital Singapore dollar) wrapped in a PBM smart contract, communicating its value proposition clearly and credibly to diverse audiences including regulators, merchants, and ecosystem partners. The goal was to build trust and excitement around programmable money’s potential to transform digital payments.

## Approach
- **Strategic Messaging:** Developed clear, tailored narratives that simplified programmable money, voucher rules, and redemption flows, enhancing understanding and trust.
- **Creative Collateral:** Designed visually compelling educational and promotional materials illustrating PBM smart contracts, XSGD integration, and voucher logic.
- **Campaign Activation:** Directed on-site marketing at SFF, facilitating hands-on participant engagement with PBM-based vouchers and ensuring messaging clarity during live interactions.
- **Stakeholder Alignment:** Coordinated marketing efforts across ecosystem partners to ensure consistent messaging and amplify impact.

## Impact / Results
- **Engagement:** Distributed PBM-based vouchers redeemable at on-site F&B merchants, enabling participants to experience programmable money firsthand.
- **Thought Leadership:** Marketing assets and PBM visuals attracted attention from financial institutions, fintechs, and policymakers.
- **Ecosystem Impact:** Positioned StraitsX as an innovator in digital voucher technology and programmable money.

 
 Disclaimer: 
This case study is presented for illustrative purposes only. The work described reflects my personal contributions and perspectives during my tenure at StraitsX and does not necessarily represent the views, strategies, or official communications of StraitsX, the Monetary Authority of Singapore (MAS), or Project Orchid. All information shared is based on publicly available details and does not disclose confidential, proprietary, or sensitive data.

Designed campaign materials for StraitsX’s Project Orchid PBM trial.

Purpose Bound Money (PBM) Industry Trial

StraitsX Project Orchid SFF Showcase

## Overview
As the marketing lead for StraitsX, I led the comprehensive brand refresh by partnering closely with a brand agency to strategically develop the brand narrative, positioning, and visual identity. This collaboration culminated in the creation of a new StraitsX brand logo and distinct logos for the stablecoins offered by StraitsX, including the XSGD coin. Simultaneously, I worked with our internal product team to relaunch the platform's user interface, ensuring the new brand guidelines were seamlessly integrated into the refreshed user experience.

## Background / Challenge
Since its launch in October 2020, StraitsX had experienced rapid growth, surpassing SGD 2 billion in digital asset-related transactions in 2021. The platform required a refreshed brand identity to reflect its maturity, leadership in the market, and expanding product suite, including the XSGD stablecoin and enhanced API services.

The key challenge was to craft a cohesive brand that effectively connected the traditional fiat financial system with blockchain-based digital assets, while elevating user experience and accessibility.

## Approach
- **Brand Strategy:** Collaborated closely with a brand agency to develop the brand narrative and positioning, integrating the symbolism of Southeast Asia’s strategic straits to represent StraitsX’s mission as a bridge connecting traditional fiat finance with blockchain-based digital assets.

- **Visual Identity Refresh:** Directed the creation of a refreshed visual identity, including the new StraitsX brand logo and distinct logos for the stablecoins, such as the XSGD coin featuring an "X" symbol with equal borders to signify one-to-one parity with the Singapore dollar. 

- **Marketing Rollout:** Worked alongside the internal stakeholders and teams to relaunch all touchpoints, including the website, physical collaterals, and the platform’s user interface, embedding the new brand guidelines through updated colors, typography for enhanced readability, and streamlined navigation to improve user experience.

- **Brand Deployment:** Led the rollout of the new brand identity across all customer touchpoints, including digital platforms and marketing communications, ensuring consistency and clarity in messaging.

## Impact / Results
- **Successful Brand Launch:** Coordinated deployment across all digital channels, platform UI, APIs, and marketing communications.
- **Elevated Recognition:** Strengthened visibility and credibility among retail and institutional audiences.
- **Reinforced Leadership:** Positioned StraitsX as a professional, trustworthy leader in digital payments and stablecoins.
- **Integrated User Experience:** Improved user confidence, engagement, and adoption through consistent brand application across platforms.

 
 Disclaimer: 
This case study is presented for illustrative purposes only. The work described reflects my personal contributions and perspectives during my tenure at StraitsX and does not necessarily represent the views, strategies, or official communications of StraitsX. All information shared is based on publicly available details and does not disclose confidential, proprietary, or sensitive data.

Relaunched the StraitsX brand and UI relaunch.

Modernizing Digital Payments in Southeast Asia

StraitsX Brand Refresh

## Overview
As Crypto.com's first local hire in Singapore, I built and executed a market-specific Go-To-Market strategy from scratch. I was responsible for product launches, local campaigns, strategic partnerships, and events to accelerate brand awareness and adoption.

## Challenge
At the time of entry, Singapore’s digital asset market was still forming, with limited mainstream familiarity and fragmented understanding of crypto products. The challenge was to introduce multiple offerings in a clear, credible manner while shaping how digital assets were perceived and adopted locally.
The objective was to seed early adoption, define product relevance, and position Crypto.com as a leading participant as the market evolved.

## Approach
- **Localized Product Launch:** Rolled out App, Visa Card, Exchange, and DeFi Wallet tailored for Singapore. Crafted messaging and marketing assets that balanced global brand consistency with local relevance. Coordinated cross-functional teams to ensure launches were on-time and fully compliant.
- **Brand Awareness & Engagement:** Launched high-impact campaigns targeting mainstream and crypto-savvy audiences. Positioned the Crypto.com Visa Card as a leading multi-currency card in Singapore. Drove educational content and thought leadership initiatives to build trust and engagement.
- **Partnerships & Ecosystem Building:** Secured and managed collaborations with Seedly, ACCESS, and other key industry players. Co-created campaigns and educational programs that amplified reach and adoption. Built a strong local network to reinforce Crypto.com's credibility in the ecosystem.
- **Events & Industry Presence:** Led execution of major events, including Singapore Fintech Festival and Crypto.com Case Competition. Used events to showcase innovation, foster engagement, and reinforce regulatory credibility.

## Impact / Results
- **Increased Awareness & Adoption:** Significantly increased brand awareness and product adoption through hyper-local campaigns and partnerships.
- **Product Positioning:** Positioned the Crypto.com Visa Card as a top multi-currency card in Singapore.
- **Market Entry:** Enabled smooth, compliant market entry and established Crypto.com as a credible, active player in the Singapore fintech ecosystem.

 
 Disclaimer: 
This case study is shared for portfolio and illustrative purposes only. The content reflects my personal contributions and perspectives during my tenure at Crypto.com and does not represent official statements, strategies, or positions of Crypto.com or its affiliates. All information presented is high-level, based on publicly known initiatives, and does not include confidential, proprietary, or non-public information.

Built Crypto.com’s Singapore GTM strategy, driving local adoption, partnerships, and events.

Kinexys by J.P. Morgan Global Rebrand

StraitsX Project Orchid SFF Showcase

StraitsX Brand Refresh

Crypto.com Singapore Go-To-Market Strategy