Hi! Hello! NiHao!

Since 2006, we have been on a path to become an internationally recognized brand and design consultancy.

Passionate and fascinated by the brand challenges in China, there are two fundamentals to the way we work; to add value, and to be coherent.  If we’re not adding value to our clients and their projects then there is no satisfaction to the work that we do. Secondly, if the brand experiences we create are not coherent, they don’t fit together or sing in harmony, then we have not given those brands the best chance to succeed.
Our specialisms: Food & Beverage / Retail / Education / Automotive / Corporate

Brand Strategy

Our strategic framework allows us to work together from industry research & consumer insights. We can help refine and strengthen the individual aspects of your current business through the use of workshops and proven consulting tools.

– Brand identity systems
– Verbal branding and naming
– Brand collateral and content creation
– Design applications

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.

– Environmental design
– Digital design
– Marketing Services
– Internal communications
– Packaging and point of sale
– Signage and way-finding

Trusted by

Our Leadership

Ben Weldon

CEO and Creative Director

Ben Weldon

Ben moved to China and co-founded Thread in 2006, he 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 Lefebvre

Managing Director
Justine's entrepreneurial journey started at 12, she has been successfully consulting for startups and multinationals since 18.

Graduating from a top Belgian university with a double masters in business and marketing, she turned her sights on Asia, building sales and communications strategies in Japan, China and Indonesia. She brings a methodical perspective to every project she works on, carefully assessing each situation to determine optimal solutions. Because she is a superhero, Justine also manages Thread and it's daily operations.

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

Christina Tse


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

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.

Harry Peng

Associate 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.


Associate Account Director

3 keywords in Kai's life which is Effectiveness. Efficiency. Aesthetics.

Having 10-year working experience in account, marketing, and sale position in the creative industry, ranging from an advertising agency, a media company, a brand consultancy to a start-up company

Jennifer Yu

Art 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 Liu

Art 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.

Monica Zhou

Office 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.

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