Who We Are


Since 2006, we have been on a path to become an internationally recognized branding and design consultancy.  Passionate and fascinated by the brand challenges in China, this never feels like work to us!

We’d like to be famous for two things, our work in the food and beverage industry, and for our unique culture.

We love food and drink and the occasions that come with them, so this specialism was a no-brainer for us, however, culture is harder to put your finger on. We do our best to respect the lives of our team, we avoid late nights and weekends. That said, we understand to be successful and for us to be rewarded, doing great work takes time and has schedules we can’t control. We will always request our time to be respected and when it comes to the crunch we work smart as a team and make it a point of pride to ALWAYS deliver.

We believe it’s this combination that has kept this team together and steadily growing year on year since our humble beginnings.



…and many others, view our portfolio for case studies.



Ben WeldonCEO and Creative Director

When Ben was six he dreamed of owning a pub for robots one day, instead he moved to China and co-founded Thread in 2006.

Ben has had every role within an agency. Now taking the role of CEO, Ben shares his 20 years of industry knowledge with the team. Ben builds, leads and shares the vision; he is ultimately responsible that every project is as successful as possible. While still providing the daily creative direction, he’s constantly looking for exciting new projects to work on.

Outside of Thread, Ben is an avid traveller and board member for the Entrepreneurs Organisation

Justine LefebvrePartner. Director of Operations & Client services

Since a young age Justine has had a keen interest in fashion, she mistakenly applied for a job at Thread thinking she could make dresses.

As well as being the brain that coordinates this Thread's limbs, allowing them to function with elegance and grace, Justine brings a methodical perspective to every project she works on, carefully assessing each situation to determine optimal solutions for our clients.

When not organizing the world Justine is under the sea scuba diving with Manta rays.

Adam ThurlandPartner. Director of Strategy

Adam once woke up in a field wearing nothing but Calvin Klein’s. It was then he knew that branding was to be his career.

From working with our research partners, sitting down with customers, picking the brains of their team, to applying his own strategic thinking—he digs deep into the problems clients come to us with to reveal opportunities that unlock true potential.

Out of the office Adam is punching a bag in the gym or gently rocking his little girl, Viola 

Harry PengAssociate Creative Director

Harry is our resident mixologist, if you ever need a G&T, there is always a fine selection at his desk.

Harry attended the University of Nottingham in the UK, returning to China in 2011 Harry has worked with leading international brands to help them localize and ensure they are relevant to the Asia-Pacific market, including Volkswagen, Cartier, Lufthansa, and Thomas Cook. Harry helps align and oversee the design requirements for ALDI projects and has been the lead designer for their Taobao Product Design Pages, consumer leaflets and other branded items. He has also been involved and directed several photoshoot for ALDI products. Harry has a special knack for sparking creativity to ensure the best designs are created for your brand.

When not connected to technology, Harry is flying business class with a cocktail in his hand.

Christina TseStrategist

Christina was once caught eating a security guard's leftover noodles at 4am, and there ended her life of crime.

But where there is hunger there is determination, and with this spirit and a decade of experience, Christina has proven herself to deliver on projects and have clients coming back for more. In her back pocket, she’s got a stream of time plans, budgets, processes and experience to pull from to ensure a bump in the project is nothing more than that.

When Christina’s not dreaming about food or clients, she’s spinning around mountains on her bike at speeds half of 56 km/h.

Jennifer YuArt Director – Digital

As a child Jennifer took Winter Melons to bed to keep cool in the summer.

What is obvious to some may seem illogical to others, and it’s this mantra that has led her to her role leading UX and digital design at Thread. Jennifer filters the noise between clients, technical and creative to make sense of brand experiences on screen.

When the office shuts, Jennifer goes home to look after her husband and 100 varieties of succulent plants.

Eva LiuArt Director – Brand

They say it was hot in Beijing until Eva got there, now it’s ice cool.

Eva’s effortless style brings our client’s ideas to life. A brand is not just a logo it’s an entire landscape of visual design and experiences, and it’s these elements that she conjures up for our clients.

When not creating master pieces for Thread, Eva teaches her husband how to look cool.

Una LuAccount Manager

Last year Una agreed not to buy more than 100 things on 11.11. She perfectly stopped at 99.

Una studied in Belgium and since her return, she has naturally gravitated to Account Management roles, supporting the delivery of PR, marketing, branding and packaging services in Shanghai. From working alongside a wide range of local and international clients, in F&B, Cosmetics and Luxury, Una has been able to perfect further her communication skills and become adaptive to different personalities and working style.

With a great sense for detail and a passion for creative, Una ensures projects are delivered on brief and perfectly within budget.

Monica ZhouOffice Manager

Monica has been with Thread longer than Ben. Now that's a long story.

Monica is the glue that keeps the office together and keeps our piggy bank from cracking.

When not being the original Threadster, she's just being original.