Haus Atelier
Lead, Brand Marketing and Experience
May 2025 - March 2026
At Haus Atelier, I joined as the first marketing hire, stepping into a blank canvas. The studio had a strong design sensibility, but no formalised brand system. No defined positioning, messaging architecture, or cohesive visual language. My role was to build that foundation from the ground up.
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I led the development of the brand identity, articulating its positioning, tone of voice, and narrative direction. This included establishing messaging frameworks, refining the studio’s visual language, and creating guidelines to ensure consistency across digital platforms, client presentations, social media, and press materials. I shaped the content strategy end-to-end — overseeing website direction, editorial storytelling, project documentation, and campaign rollouts to align creative output with business goals.
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Beyond external communications, I focused on brand experience as a whole: how the studio presented itself in meetings, how proposals were structured, how project stories were told, and how clients encountered the brand at every stage. The work was both strategic and hands-on. Building systems, producing content, analysing performance metrics, and refining direction based on audience response.
Long-Form Content
These films were designed to move beyond documentation. Through extended sequences, ambient sound, and deliberate framing, they capture the atmosphere, materiality, and spatial flow of each project.
Some films centre on immersing the viewer in the home itself, allowing light and texture to unfold naturally, while others adopt a more structured approach, guiding viewers through the thinking and design decisions behind the space.
I directed, shot, and edited each film end-to-end, shaping not just the visuals but the narrative structure and pacing.
Jalan Dondang Sayang Introductory Video
A Look Into: Holland Grove
Things All Homeowners Should Know
watch the reel
Short-Form Content
Concise, rhythm-driven pieces, these videos were made to capture attention within seconds.
They focused on clarity and impact: highlighting key design details, before-and-after transformations, layout insights, and material textures in ways that feel immediate and shareable. While shorter in duration, it meant stronger hooks, sharper pacing, and deliberate visual sequencing.
The result is content that feels intentional rather than reactive, balancing aesthetic sensitivity with strategic storytelling.
tap to see the change
Instagram Rebrand
I led a visual refresh of Haus Atelier’s Instagram, restructuring the feed to create a clearer and more cohesive brand identity.
The previous feed lacked a defined colour palette, resulting in uneven tones across posts. There was no consistent editing style, leading to variations in white balance, exposure, and saturation that disrupted visual continuity. Composition and cropping were inconsistent, with no clear use of negative space or alignment, and the grid lacked sequencing strategy, so the posts felt isolated rather than part of a larger visual system.
The post-production workflow was standardised to maintain consistent colour grading, with a warm, muted tonal treatment that reflected the brand's identity.
I restructured the content into defined pillars, balancing full-space showcases, material details, and atmospheric mood imagery to create stronger visual pacing across the grid that support the brand’s spatial storytelling.
Composition guidelines were applied to strengthen grid harmony, including more deliberate use of negative space, consistent framing approaches, and controlled cropping.
The overall feed was redesigned to feel more curated and design-led, allowing the studio’s work to be presented with greater clarity, warmth, and visual coherence.
Before Rebrand
After Rebrand
Before Rebrand
Editorial & Communication Guideline
I developed a verbal style guideline to create a more consistent and professional brand voice across captions, documentation, and other text-based media. The previous language was overly casual for the studio’s positioning, so I refined the tone to better reflect Haus Atelier’s design-led and architectural identity. I also incorporated basic SEO practices, including more descriptive project references and optimised keyword usage, to improve content discoverability.
40%
Increase in engagement rate within 6 months
35%
Increase in website traffic from social channels
2,050
New followers within a 6 month period
22%
Increase in qualified leads aligned with the revised brand positioning​