I’m CY — an Independent Brand Strategist.
I help founders simplify their positioning and messaging so the next growth decision becomes obvious.
This work is not about making things look better.
It’s about removing confusion before more time or money is spent.
Why this work exists
Most founders don’t have a design problem.
They have:
too many messages
too many directions
too many opinions
and no clear decision on what the brand should be known for
So they redesign, rewrite, or run marketing — and still feel stuck.
Brand Clarity Lab exists to fix that first.
Where my perspective comes from
I’ve worked across branding from multiple angles — execution, strategy, and teaching.
I was also a former adjunct lecturer in branding and digital media, where I taught brand identity systems and strategic thinking — not just visual execution.
Teaching forces clarity.
You can’t hide behind taste or trends. You have to explain why something works, why it fails, and what should be done next.
That discipline shapes how I approach this work today:
diagnose first, then decide — before anything is built.
How I work
Calm. Direct. Bounded.
I don’t run long workshops or open-ended engagements.
I focus on diagnosis, prioritisation, and clear direction.
The goal is simple:
help you stop guessing — and move forward with confidence.
A note on my background
Before Brand Clarity Lab, I built and ran a branding practice rooted in design and visual systems. Parts of that work were recognised in international design publications and platforms.
That history matters — but it isn’t the offer.
Today, the value I deliver is clarity of thinking: the ability to see what’s unclear, name it precisely, and map the next move.
I’ve worked with organisations ranging from startups to global brands across branding and visual systems.
If you want to start
If your brand feels unclear, inconsistent, or stuck, start with the Brand Clarity Audit.
Clarity first. Execution later.
If you have a specific question, you can reach me via the contact page.