So here’s the story of the name change:


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In August 2019 I started my career as a self-taught freelance digital designer. In an attempt to seem professional, I thought I should work under a company name (because who would just hire a solo person right).



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This worked really well. I could essentially hide my imposter syndrome behind the ‘we’ or ‘agency’ label, so that if something were to go wrong, I could quickly find cover under the ‘we’ that screwed up, and not the 'I'



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As timed passed, I learnt many things about the industry as well as about myself, and a point came where I started to feel trapped under the same label that used to set me free.



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I consulted with a few industry veterans for guidance, which revealed the following insights:

1. The work I’m doing as an individual is being perceived as a team effort rather than that of my own. This dilutes my capabilities and makes the accomplishments far less impressive.
2. I’m aiming to do more work with agencies that have a similar vision as mine, and hiring an ‘agency’ to collaborate with is a lot more perceived hassle than just hiring an individual freelancer.
3. For my own self-confidence, I need to stop hiding and put myself out there.

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This isn’t really a rebrand, but more an evolution that helps clarify who I am, what I do (and have been doing), and why I do it.