Hey, I’m Zhedy.

I have a background in strategic planning, shaped through work in creative agencies across brand strategy, social media, influencer marketing and PR. This experience gave me a clear understanding of how brands operate internally and how decisions translate into public narratives.

My work is research-led. I spend a lot of time looking at context, references and existing dynamics to understand what is not working, what is missing or what feels off. I use planning as a thinking tool to clarify positioning and set creative direction that teams can actually work from.

I work across different cultural and geographic contexts, collaborating with brands, artists and institutions on projects that require attention to place, audience and long-term meaning rather than quick or generic solutions.

How collaborations usually take shape

Projects are developed either as focused collaborations or through longer-term working relationships, depending on scope and complexity.

In both cases, my role is to help shape direction and ensure coherence across strategy, creative development and public-facing work.

How my work tends to operate

  • Positioning & Direction

    Clarifying what a project stands for, what it prioritises, and what it avoids.

  • Narrative & Editorial Framing

    Shaping how work is read, contextualised and discussed publicly.

  • Cultural & Experiential Expression

    Translating direction into felt experiences, collaborations and formats.