BANGKOK · WORKS GLOBALLY
Brand writer and editorial strategist. I build voices that outlive their quarter.
Retained strategist to London Brown. Founder of Renaissance Flâneur. Built the content engine behind The Decorum’s defining era.
CASE STUDY — THE DECORUM, BANGKOK · 2024
A menswear house finds its voice.
The Decorum is Thailand’s pioneering classic menswear retailer — the house that brought bespoke tailoring culture to Bangkok. When I joined as its sole creative, the brand had 1,700 followers on TikTok and a category drowning in influencer-driven content.
The bet was editorial. Instead of chasing the format of the feed, I built one the brand could own: narrated voice-over essays cut against archival film — menswear history told with the patience of a lecture and the pace of cinema. It refused every convention of the category. It became the brand’s recognized voice across TikTok and Instagram.
1,700 → 12,700
TIKTOK FOLLOWERS, SIX MONTHS. ZERO PAID SPEND.
Alongside the daily engine — twelve editorial shorts a month, three large-format concepts a week, a single pair of hands — I created The Decorum Tribune: a long-form video essay series on the history of menswear, written, shot, and edited solo, pre-production through post. Two years after launch, it remains the brand’s best-performing playlist.
The period stands as the highest audience engagement in the brand’s history. The formats built then are the formats the brand still runs today.
The signature format.
From my documentary work — in conversation with Nicolas Gabard, founder of Husbands Paris.
CASE STUDY — LONDON BROWN, BANGKOK · RETAINED SINCE 2025
The narrative architecture of a shoemaker.
London Brown makes crafted footwear in Bangkok. I serve as its sole external strategist, retained by the founder, working directly with him on how the house speaks — and what it refuses to say.
The engagement began with a full narrative audit: how the brand was perceived, where its story flattened into category noise, and what it alone could claim. From that diagnosis I built the house’s core narrative architecture — origin, differentiation, messaging hierarchy — the document that now governs every piece of brand communication, from web copy to the point of sale.
Strategy here does not end at the deck. I write the words: the complete messaging suite, campaign language, customer communication — one coherent voice from positioning to purchase. And because a voice should answer to evidence, I designed an AI-assisted analytics workflow that turns weekly audience data into strategic insight, closing the loop between what the brand says and what its audience does.
EDITORIAL PLATFORM — SINCE MAY 2025
Renaissance Flâneur
Renaissance Flâneur is the platform where my own voice lives — long-form essays on aesthetics, cities, and cultivated living, published continuously since May 2025 at renaissanceflaneur.com. Every word, edit, and editorial standard on it is mine: the voice, the architecture, the cadence.
1,000+
SUBSCRIBERS, MAJORITY US-BASED. ZERO PAID ACQUISITION.
How to Live Well in the Modern City.
How to Live a Cultivated Life in a Chaotic Age.
When The Cultivated Life Requires The Cultivated Space.
SELECTED THINKING
Writing on brands.
Occasional essays on how brands speak — voice, positioning, and the discipline of saying less.
On voice, taste, and what a software company might learn from a magazine.