Here are some things I've been thinking about.

As off-duty life moved increasingly online, the U.S. Air Force wanted to give a new generation of Airmen a reason to reconnect in person. League Night turned an overlooked network of bowling centres into an opportunity to build community, using humour, behavioural insight, and bowling’s glorious lack of cool to bring people together.

After several years of dormancy, the Seoul International Film Festival needed more than a new identity. It needed a brand built for the next decade. I developed a modular brand system that separated the enduring festival identity from each year’s campaign, allowing the brand to evolve without losing recognition. I then led an international creative team to extend the system across every audience touchpoint for the festival’s relaunch.