brand & EXPERIENCE Strategy creating places of influence™

Evelyn Sum is a brand and experience leader specializing in brand strategy, product development, and experience design across hospitality, retail, and lifestyle sectors. With over 18 years of experience, she partners with companies to define positioning and guide how it translates into brand, product, and experience.

She works at moments when clarity, direction, and judgment matter most, shaping brands at the intersection of business, culture, and experience. Her perspective is informed by executive roles at Resonance Consultancy, Ste. Marie Studio, and Farmboy Fine Arts, where she led work across brand, environments, and experience, defining direction from early positioning through to execution.

Her portfolio includes international hospitality projects for W Hotels Abu Dhabi, Fairmont Hotels & Resorts Baku, Rosewood Hotel Group Georgia, and Disney Cruise Line, alongside broader work spanning retail, product, and brand experience. She has also led product development with Hunter Douglas Hospitality, Shaw Hospitality, and Farmboy Fine Arts, extending her practice beyond place into tangible brand expression.

With formal training in both Industrial Design and Marketing, her work integrates analysis and imagination, enabling teams to navigate complexity and arrive at ideas that are both grounded and visionary. This foundation extends beyond her professional training. Her grandfather founded a design studio in Hong Kong in the 1930s, designing for retailers such as Lane Crawford. That early exposure shaped her sensitivity to form, narrative, and how ideas take shape in the real world, and continues to influence how she approaches brand today.

Known for her thoughtful and considered approach, Evelyn brings clarity to ambiguity and care to the creative process—ensuring ideas are compelling to the people who experience them.