We love brand challenges!

Our purpose is to bring value by focusing on the right questions, moving brands to a delicious future.

There are two fundamentals to the way we work;

#1 adding tangible value to our clients and their projects is where we find satisfaction in the work we do.

#2 To give the brands we partner with the best chance to succeed, the brand experiences we create have to be coherent, to fit together, to sing in harmony.


Our specialisms: Food & Beverage Hospitality FMCG Retail Education Automotive Corporate

How do we add value?

Brand Strategy

We leverage our proprietary strategic framework to generate industry & consumer insights. We work with your stakeholders to refine and strengthen the individual aspects of your current business leveraging workshopping and vetted consulting tools.


  • Brand Consulting
  • Brand Audit
  • Creative Strategy
  • Visual Identity Systems
  • Brand Marketing
  • Campaign Strategy
  • UI/UX
  • Content Strategy
  • Guidelines & Team Training

How do we create coherence?

Brand Experience

With our clients as key members of the project team, we use a collaborative approach that to create highly immersive brand experiences. We help articulate your brand to your consumers in a language they understand and impacts them with a lasting impression. And last but not least, we make it all come to life!

  • Brand Naming
  • Visual Identity
  • Design Applications
    • Key Visuals
    • Menu Design
    • Packaging
    • POS
  • Photography
  • Production Management
  • Brand Marketing Toolkits

Leading your projects

Ben Weldon

Founder & Creative Director

Ben moved to China from the UK and co-founded Thread in 2006, he has had every role within an agency. Now taking the role of CEO, Ben shares his 24 years of industry knowledge with the team.

He builds, leads and shares the creative vision; he is ultimately responsible for every project to be as successful as possible. While providing the daily creative direction, he’s constantly looking for exciting new projects to work on.

Outside of Thread, Ben loves renovating properties, an amateur stand up comedian and a board member for the Entrepreneurs Organization.

Justine Lefebvre

Managing Director

Entrepreneurship as a state of mind, Justine’s curiosity for how companies work is never satiated. Passionate about creative since childhood, she is on a mission to enable both disciplines to work hand in hand.

She turned her sights on Asia in 2011, leaving Belgium to go on building sales and communications strategies in Japan, China and Indonesia. She brings a methodical perspective to every project she works on, carefully assessing each business path to determine optimal solutions and creating the space for our team to unroll them.

When not organizing the world Justine is under the sea scuba diving with Manta rays or learning creating batik with Balinese grannies.

刘泓 Eva Liu

Associate Creative Director

With almost 20 years in the industry, Eva leads a the creative for our China based projects, including F&B, retail and FMCG brands such as Google, AB InBev, ALDI, the first ever Mercedes Asia flagship lifestyle concept as well as locally rooted ones such as YongHeDaWang’s soy milk rebrand.

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 masterpieces for Thread, Eva teaches her husband how to look cool. 😉

Want to know how we can help you move your brand forward to a delicious future?

Get in touch!

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