I work with organisations and individuals to make sense of complex problems through brand, design systems, and language that hold up in the real world. Design isn’t decoration. It’s about understanding the brief, asking the right questions, and making decisions that still stand once the work leaves the room.

I move between strategy and execution, concept and craft. I work across brand identity, design direction, editorial, and problem framing. Alongside client work, I run Bike School Asia, where I teach and mentor mechanics and bike fitters. Teaching keeps my thinking sharp. If something works, I know why. If it doesn’t, I know how to fix it.

Nice Try Studios is where all of this comes together. I work carefully, test ideas against reality, and focus on solutions that last.

“Nice try” isn’t about guessing. It’s about doing the work properly.

HOW I WORK

I work best when there’s a real problem to solve.

Every project starts with understanding why it exists, what constraints matter, and what success looks like. I ask questions early so the work moves in the right direction from the start.

I’m hands-on throughout the project. There is no hand-off between strategy and execution. The thinking and making happen together, which keeps the work grounded, efficient, and aligned with the original intent.

I work closely with clients and keep communication direct. I prefer fewer, better-considered iterations over endless rounds of change. The aim is clarity, not volume.

The work isn’t done when it looks good. It’s done when it works.