I’m Alice — a Creative Director and Brand Strategist fluent in the language of ideas, business, and bold storytelling. Born in Seattle, raised in Shanghai, and now based in Brooklyn, I’ve spent over a decade at the intersection of brand and product, helping some of the world’s most iconic companies make their mark.

My background spans agencies like AKQA and Wunderman to in-house leadership at Microsoft, where I led creative strategy and go-to-market campaigns for global brands like Nike, Xbox, Surface, Windows, and Copilot+ PCs. I hold a Master’s in Design Management from Pratt Institute, where my work continues to explore how design, strategy, and culture shape business—and vice versa.

How I help:

Strategic Brand Building – Crafting brand architecture, naming systems and positioning that scale, endure, and resonate.

Creative Direction – Driving concept to execution across channels, teams, and timelines—with a deep understanding of AI as a creative co-pilot.

Go-to-Market Leadership – Designing GTM strategy that bridges product truths with cultural relevance.

Narrative & Messaging Development – Turning complexity into clarity with frameworks that fuel content, campaigns, and conversion.

Outside of brand strategy, I write Studio of Wonder—a Substack exploring the intersection of creativity, spirituality, and design leadership. It’s where I interview makers and minds who believe, like I do, that great work starts from within.