Get in touch at deborahwsy@gmail.com
Building Brand Worlds
I build brands that know who they are,
how they speak, and where they’re going.
From strategy and naming to packaging, copy, and creative systems—I've helped shape brands from scratch and kept them growing long after launch.
Role: Founder & Creative Director
Status: Ongoing
Industry: Art / Fashion / Culture
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Scope:
Brand name, positioning, communication strategy, product design, product naming, KOL management, PR management, campaign production, community engagement.
A story-led
design house.
House of Antara isn’t just a brand—it’s a living archive built to tell Southeast Asian stories through fashion.
From self-funded beginnings to multiple sold-out collections, strategic collaborations, and international showcases—this is my playground for honing real life brand-building acumen.
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See our latest work on Instagram
read about HOA in the media.
Role: Brand Strategist & Writer
Status: Launched & scaled
Industry: Men’s Grooming
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Scope:
Product naming, packaging design, communication strategy, campaign production, brand guide development.
BAD is good.
Bad Lab was one of the early local grooming brands to break the macho cliché with a fresh, irreverent voice. I helped maintain this distinct brand voice—and made sure it stayed sharp across every touchpoint, from shelf to screen.
Role: Brand Strategist & Writer
Status: Launch-phase
Industry: Wellness / Personal Care
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Scope:
Brand naming, tone of voice, product architecture and naming system, packaging copy and visual direction, website setup, brand guide for consistency.
Built for growth.
Neumore’s strength lies in its clarity. I helped build a flexible foundation that supports future product line expansion while keeping the brand voice soft, modern, and deeply human.
