Behavioral Brand Engineer

I turn what people notice, choose and remember
into clearer brand decisions.

Selected Works

Two football supporters react differently as an incoming drink spill interrupts a watch-party celebration.

Orix: Don’t Miss the Moment

Turning match-day FOMO into football-season brand relevance

Heisenburg

High-contrast identity cues built for instant recognition

Electric-yellow House47 interlocking badge on a black card among dark rocks.

House47

Streetwear identity built around a wearable badge

Logofolio collection cover presenting the title Logos and Marks on a dark field.

Logofolio

Distinct marks built around one clear idea each

Track Record

10.3M

Organic views generated by an invite-only beauty carnival.

Best Stall

Creative contribution, AmCham Bangladesh, 2025.

200+

Brand executions delivered across outdoor, retail, events and activations.

Brands

Approach

Observe

I look at what people do, not what the brief assumes. Then I find the behavior, context or friction shaping the problem.

Decide

I reduce the problem to the decisions that matter, then set a clear strategic and creative direction.

Build

I turn that direction into a system that stays coherent across formats and touchpoints.

More about my practice

Capabilities