OCIN @ocin
I founded OCIN in August of 2018; a lifestyle brand and eco-conscious swim label using conscious and recycled materials that exists to motivate kind actions for humanity, our earth, and our oceans. Through our charitable contributions, OCIN Magazine, events, and special product collaborations that we create with our friends in complementary industries like art, music, design, we are building a global Collective of radical humans looking to inspire positive impact, together. Together, we can save the world. Together, we’re limitless.
Just a few of the partners we’ve been able to support with our Collective: Surfrider Foundation, Sustainable Coastlines Hawai‘i, charity:water, Instituto Socioambiental for the Amazon, NSWFR, Wires Wildlife, Black Advocacy Fund, Backpack Buddies, DEWC.
More at OCIN.CO
@collectiveindex
The Collective Index is a creative services studio and multi-disciplinary global ecosystem of talent, brands, small businesses and agencies within my network, that I pull together to connect my community with one another. Together, we create, support, give back, collaborate, and work to push meaningful projects forward and bring them to life. It’s a curated and global eco-system of good people with heart and hustle. A new wave of collaboration, focused on creating long-lasting relationships online and offline. In pursuit of empowering each other and supporting growth in relationships at every point in your career.
Whether you’re looking to refine your brand vision, concept your brand identity, build a website, connect with peers and potential mentors, find your perfect retail space, help curate your space, develop strategies, to even taking your company to prep for scale, growth, fundraising or going public, we have a community of talented experts that can help with each phase of your business. Mentorship and coaching opportunities for youth and students are also created here. More coming soon on collectiveindex.com
Art Direction, Casting, Production, and Concept for an Editorial campaign photoshoot for Forus Care
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Concept, Art Direction, Production, Casting: Courtney Chew + Kenta Goto
Photo, Lighting, Post: Alan Chan
Nails: Christina of Nobasura
Models: Nicole, Daniel, Amelia, Ellen, Miriam, Pat, Shaughnessy, Leon, Jessie, Yaw, Alicia
More on www.forus.care | IG: @forus.care
This project is a special one for us — our client came to us with an idea: to create a nail care and wellness studio for all. We helped evolve the concept, starting first with Brand Foundation and Strategy, then went to work on creating a name and a visual brand identity that reflected the values and intention behind the brand. The identity was then translated to a custom website designed and developed by us, and came to life through social media and marketing consulting, community collaborations, and a media grand opening launch event that we produced.
Forus aims to reimagine what personal care looks like beyond the feminine lens, and inspire an inclusivity around care for men, women, and everyone. A space for you, for her, for him, for them, Forus.
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Brand Strategy, Naming, Identity: Courtney Chew + Kenta Goto
Website strategy, design, and management: Courtney Chew + Kenta Goto
Website development: Romel Dris
Social media design and consulting: Courtney Chew
Media event production: Courtney Chew
Marketing and Community collaboration: Courtney Chew
Operational structure and guidance: Courtney Chew
More on www.forus.care | IG: @forus.care
A full re-brand to support the next chapter for this reputable Vancouver retailer - Blue Ruby. Launching on e-commerce for the first time, bringing beautiful, hand-selected jewellery from designers around the world, along with locally designed pieces and exclusives — now online.
Jewellery for life.
www.blueruby.com
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The project included: Re-Brand, Brand Positioning Strategy + Foundation, Brand Identity, E-commerce Website art direction and an editorial launch photoshoot.
Brand Strategy and Identity – Courtney Chew + Chris Williams
Website design and development — Woven Digital
Photographer – Jeremy Jude Lee
Producer and Assist — Megan Kwan
HMU — Maria of Nobasura
Models — Taylor and Lilian of Family Management
Styling — Allyson Holler, Kat McCullough, and BR team
Develop, concept, produce, and execute the ongoing content series for Noren Studio, called “Behind The Craft” — a video series featuring creatives that are innovating in their craft.
The series includes a 1-2 minute video and written interview.
Recent Makers include:
• Artist – Scott Sueme
• Artist – Zoë Pawlak
• Industrial Designer – Caine Heintzman
• Producer, DJ – Matt Perry
• Designer – Jean Okada
Creative Director, Director, Producer, Casting – Courtney Chew
Photographer and Video editor – Miriam Brellenthin
Videographer – Anthony Lim
More on Norenstudio.com
A campaign collaboration for OCIN, for the latest capsule collection launch — “RE:CURRENT” — more on OCIN.CO
Launched Earth Day, April 22, 2022: RE:CURRENT Batch 02 features vintage shirting, Military OG 107 Fatigues, and kids (!) overalls.
Creative Direction, production, casting: Courtney Chew
Photos by: Kenta Goto
Video by: Courtney Chew
Content design and copy: Miriam Brellenthin and Talya Wong
Product design by: Courtney Chew
Special thanks to: Nicholas Sihala, Hayato Koshizuka, Maiko Miyauchi, and our little buds Noren and Willow
A campaign collaboration for OCIN, for the latest capsule collection launch — “RE:CURRENT”
The essence of RE:CURRENT is to inspire thoughtful relationships with what we own and consume. As a collection that revolves around bringing added life to that existing from the special vintage pieces we source, we resonated with the vision behind local dance group Ouro Collective’s latest project — a dance film ‘7y98D’ on climate change.
We asked the Ouro team to help us communicate our shared message behind this latest collection. Capturing movements from their 7y98D choreography, dancers Kinu, Rina, and Ash, bring new energy to this second vintage capsule.
Launched Earth Day, April 22, 2022: RE:CURRENT Batch 02 features vintage shirting, Military OG 107 Fatigues, and kids (!) overalls.
Creative Direction, production, casting: Courtney Chew
Photos by: Kenta Goto
Video by: Courtney Chew
Content design and copy: Miriam Brellenthin and Talya Wong
Product design by: Courtney Chew
Special thanks to: Nicholas Sihala, Hayato Koshizuka, Maiko Miyauchi, and Ouro Collective
Campaign editorial and content for OCIN for the the launch of the newest sweat suit and apparel capsule: Better Together.
The campaign was something special to celebrate the people, this planet, and the togetherness that we cultivate. We feel that it’s during times of hardship and suffering that we need these reminders of lightness and optimism the most to keep us going.
For the month of March, we featured humans from our collective that inspire us with their energy and how they push us to be better, together. Different energies, different dynamics, different experiences, one common message: We’re Better Together.
Each was wearing a piece from a limited three-piece collection — a Better Together hoodie, Long sleeve, and microfibre towel.
Launched World Water Day 2022.
✨ Partial proceeds from this capsule was donated to @obakkifoundation @obakki grassroots fundraiser, where they have committed $20,000 a week to support over 4,000 citizens in Ukraine needing medical and food supplies within the borders.
Campaign production, creative direction and casting: Courtney Chew
Photography: Courtney Chew
Interview and copywriting: Courtney Chew and Talya Wong
Content Design: Miriam Brellenthin
Special thanks to our models: Reanna, Noah and Bella, Harry and Ellen, Dayandra, Jason and Summerly, Oliver and Elias
March 2022
Brand Strategy and Brand Foundation Development for Boyd’s Philadelphia
A project collaboration with Snack-Size: Adele Tetangco and Rebecca Way
<<BOYDSPHILA.COM>>
April 2022
Developed Brand and Marketing Plan alongside Social Media Audit and Strategy Guidance for Swedish Candy Company, Karameller
Brand and Marketing Strategy: Courtney Chew
Social Media Guidance Plam: Pearl Lam
Studio Sashiko is a cosmetic, restorative, and decorative tattoo studio.
2020: I led the concept, design, direction, and development of the new studiosashiko.com to create a beautiful and functional fully custom shopify site to go alongside the launch of their new branding and second location in Los Angeles. Created with Danny Burton.
/ Project Management / Web design and UX/UI development /
<<STUDIOSASHIKO.COM>>
Vancouver design studio and jewelry brand.
2019: We supported and collaborated with Glasfurd and Walker Agency in creating a launch strategy, PR developments, and copywriting content for the Noren website. Executed in collaboration with my team from The Collective Index: PR Strategist Michael Africa and Content creator Hannah Chew
/ PR / Influencer gifting / Media strategy and press stories / Copy and content /
2020 ongoing: We worked on a refined brand strategy for the brand as well as content and social media planning. We also support in social media content, influencer outreach, PR and media pitching, creative video and photography-led campaigns, and their Makers community content. Executed in collaboration with my team from The Collective Index: PR Strategist Michael Africa, and Content creators Talya Wong and Miriam Brellenthin
<<NORENSTUDIO.COM>>
2020 - Corporate Sustainability Plan and Strategy
Strategized, Researched, Developed the strategy behind CYC Design Corporation and Reigning Champ’s corporate sustainability plan to be implemented across and within the entire business.
<< REIGNINGCHAMP.COM >>
Birch Circle is a soulful collection of products and experiences. It is a celebration of the slow, of the ritual, of the connection between people and products. Each product has been carefully chosen for its ability to inspire a sense of harmony and well being to a space.
2020: I worked with the founder to create a beautiful brand identity that reflected the aesthetic of the brand. Executed in partnership with my team from The Collective Index: Designer Miriam Brellenthin
/ Brand Identity / Typography and Color palette / Social media aesthetic /
<<BIRCHCIRCLE.COM>>
A luxury and prominent menswear retailer carrying some of the world’s most sought after designers, including Jil Sander, OAMC, Good Fight, Readymade, Aime Leon Dore and more.
2019: I supported the Roden Gray team with developing a new brand strategy and team structure to support the evolution of their ten years as a business. The project involved founding their focused vision, mission, values, and an organizational chart that would support their growth over the next few years.
I also led the identity, redesign and development of their e-commerce website to fit the new needs and aesthetic of the brand. Executed with the support of my team from The Collective Index: Web developer Danny Burton and Neelam Wooley. <<RODENGRAY.COM>>
/ Brand Strategy development / Team structure and organizational chart consulting / Operational process and tools / Concept, design, manage, create a new rodengray.com /
Photos courtesy of Roden Gray.
MOLLY LOWE provides bespoke real estate services in Vancouver, BC with a focus on building lasting client relationships.
We designed a beautiful and elevated brand identity to complement her vision and values as a company, that also showcased her character and personality as well. Executed in partnership with a member of The Collective Index: Megan Kwan.
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A local goldsmith and custom jeweler with over 30 years of experience and service to the community of Vancouver.
I worked with the team on a re-brand and redesign of their website <<NEWAGOLDSMITH.COM>> as well as led their shoot for new campaign and editorial imagery to complement an elevated and modern aesthetic to the studio and the work they do. Executed in partnership with my team from The Collective Index.
/ Brand Strategy / Website design and development / Content and copywriting / Campaign and lifestyle photography and imagery /
Photo by us shot by Carl Ostberg
A luggage and travel lifestyle brand designing minimal and functional pieces to support everyone’s journeys.
I designed, concepted, and executed the Vancouver launch event to introduce Monos to key influencers and media in the city. We wanted the event to showcase the story of Monos, sharing moments like when the dream and idea turned to a reality, to the inspiration behind the brand, to the the production and behind the scenes of what goes into making each Monos suitcase. We took the guests through three meaningful cities that provided inspiration to the brand via canapés and drinks from these areas. Each guest left with a custom painted luggage tag with their initials, to go with their new Monos piece. Executed in partnership with my team at The Collective Index: Event coordinator Allison Lee.
/ Event design and execution / <<MONOS.COM>>
PURPLE was founded in 2017 at the intersection of industrial design, streetwear and luxury fashion; a collection of men’s denim and luxury basics.
I was contracted to help build out a foundational operational structure, equipped with an overarching calendar and outlined processes within each of the departments, to ensure efficiency, productivity, and support for their growth as a company. I also mapped out a future growth organizational chart to visualize their needs and show their areas of opportunities and priorities for the company to hire into.
/ Team Organizational structure / Process and Operations /
Photo courtesy of PURPLE: purple-brand.com
A curated market place for men and women, highlighting independent brands and boutiques around the world.
2018: I developed focused consumer demographic profiles for the company. By analyzing current data, I built out three key customer profiles, to offer a holistic understanding of who makes up their community. The result is a holistic reference point that will help the brand properly target and build strategies and initiatives that resonate with their community, to ultimately support growing their business with efficacy and intention.
/ Consumer Data Analysis / Muse Demographic Profiles / Consumer Demographic Profile build out/
Photos via <<GARMENTORY.COM>> shot by Michael Cobarrubia
2017-2018: A lifestyle and Textile Footwear™ sock line for Creative Pioneers – individuals that are forging their own paths with intention and purpose, standing for and striving for more.
I led the re-brand for Mr. Gray, creating a lifestyle company for a community of the cultured, the disrupters, the curious, the creative, the clever and the lighthearted, together, inspiring a bold and vibrant future for Creative Pioneers amongst us and behind us. We established a new brand identity and brand strategy for Mr. Gray, and executed the vision through campaign shoots, community storytelling, and social media @mrgraysocks, and a new e-commerce website <<MRGRAY.CA>>
/ Brand Strategy / Brand Identity / Marketing, Content, and Social media strategy build out and execution / Create and develop an UX/UI driven ecommerce site / Concept and execute events, strategic partnerships, brand activations / Create and build a community strategy, influencer marketing and ‘Creative Pioneer’ Program / Facilitate strategic partnerships / Creative Direction and production of e-commerce and seasonal campaign photoshoots /
A holistic wellness and co-working community and space in Vancouver, Canada.
2017-2018: I supported Werklab with their rebrand, designing a new brand identity and developing a unique brand strategy to complement a more community-centric vision for Werklab.
We were responsible for concepting and executing an experiential strategy, and designing a number of events intended to bring the internal and external Werklab communities together. We also created and managed initial community partnerships and relationships with likeminded brands to strengthen the community ties across the city.
/ Brand Strategy development / Brand identity development / Designed the events and community strategy / Concepted and executed community driving events including Werklab’s now-annual Holiday Market, speaker panels, workshops, and wellness events / Established a Community Partnership Program / Consulted on expansion and growth plans for their second and physical space /
Photos via <<WERKLAB.COM>> by Brit Gill
A female founded jewelry brand creating beautiful and fine accessories made from sustainably sourced pearls and materials, ethical practices, and handcrafted locally. Carried at renowned retailers including Nordstrom, Net-a-Porter, and Harvey Nichols Hong Kong.
2018: I worked with the founder and designer to develop a brand strategy that highlighted a clear focus and company milestones to accompany their fast growth. I also consulted on and gave guidance on using their social media platform to complement the elevate aesthetic of Poppy Finch.
/ Brand Strategy development / Build out muse and consumer demographic profiles / Establish a refined and elevated visual and creative aesthetic / Social media and influencer marketing guidance / Created operational tools to support marketing and social media planning /
Photo via <<POPPYFINCH.COM>>
A technical apparel and lifestyle brand based out of Vancouver, Canada.
2014-2017: I was part of the founding team, one of seven responsible for growing Kit and Ace at its inception in 2014.
My role grew to establishing cross functional and effective operational procedures and processes across the business, and developing and leading Global Community and Strategy at international, regional, and local levels, corporate partnerships, special projects including Sorry Coffee Co. (the brand’s coffee shop in Toronto), and global activations including two 1000+ meditations atop of One World Trade and WTC in New York, as well as three influencer and media trips in Vancouver and Australia.
/ Operational strategy / Brand and Community strategies / Marketing Initiatives / Concept and support campaigns and photoshoots / Global Community Strategy and Global Ambassador Program / Global events + activations / Global strategic Partnerships with likeminded brands, including Away Luggage + Bang & Olufsen / Lead, grow, develop, manage effective teams / Concept and build out Sorry Coffee Co. /
Photos via Alan Chan Photography and <<KITANDACE.COM>>
A Canadian contemporary menswear brand, inspired by craftsmanship and design and honouring the make.
Between 2011-2014 I headed the brand, marketing, e-commerce, and retail operations and strategies, establishing key and proactive initiatives and processes to support the growth into it’s ten years as a brand.
/ Marketing Plan, Content strategy and Creative Aesthetic development and execution / Social media and PR strategy / Retail showroom concept, design, and build-out / Hire, grow, lead, and manage retail and marketing teams / Facilitate and coordinate special projects and collaborations with strategic partners, including Ten-Year anniversary collaborations / Concept, organize, plan, and execute events including Internal Culture events, Product Education events with Department stores and boutiques, Warehouse sales, Retail events, and Seasonal Private Exhibitions during Market weeks in NYC / Manage the development of the e-commerce website build out and maintain the channel operations / Key collaborations with brands like: Danner Boots, Ace Hotel, Canada Goose, Nanamica, Porter Design, Reigning Champ and more /
Photos via <<WINGSANDHORNS.COM>>