Articulating Vision Through insight-Driven Positioning
Defining the idea that gives a place, brand, or product its influence.
LEADING WITH STRATEGY
Strategic foresight is one of the most effective ways organizations remain agile and resilient in an increasingly uncertain world. By examining business intent, brand meaning, and the broader market and cultural landscape early in the process, strategy clarifies what truly matters—creating the conditions for sharper differentiation, more coherent experience design, and stronger long-term value.
Evelyn partners with organizations to translate foresight into clear strategic direction, equipping leaders with insight that informs decision-making across business, brand, and experience design. Her work connects cultural signals, market intelligence, and strategic judgment to help organizations navigate complexity, reduce downstream friction, and move forward with confidence.
This strategy-led approach integrates both human and data-driven intelligence, using research to anticipate change and align early decisions with long-term sustainability.
strategic FOCUS
Market & TRENDS RESEARCH
Provides clients with a deeper understanding of the market, target audiences, historical context, and cultural forces shaping their business or organization. By translating research into meaningful insight, this work clarifies the competitive landscape and helps organizations anticipate change, make informed decisions, and future-proof for long-term success.
POSITIONING &
BRAND STRATEGY
Grounded in a deep understanding of a client’s business and market context, positioning clarifies where opportunities exist and how a brand can meaningfully differentiate. This work defines a clear brand framework—articulating value proposition, personality, and strategic focus—to guide decisions today while remaining resilient as market shifts.
PLACEMAKING strategy
Placemaking defines how meaning is expressed through place—shaping the experiences, programming, and cultural touch points that bring environments to life. This work focuses on creating contexts where people live, work, play, and gather, resulting in connected communities that feel intentional, grounded, and distinctive. Informed by historical context and future-oriented thinking, placemaking establishes a sense of place that is culturally resonant, resilient, and enduring.
Image credit: Al-Jawad Pike Architecture
case study
jinju homes: a concept about tranquility that disrupted the market
At the outset, the challenge was clear. Anthem Properties had purchased a site in Coquitlam amid rapid growth driven by a new SkyTrain station and surrounding neighbourhood redevelopment. The challenges with the site were three-fold: it did not have the largest footprint, competing developments offered a greater number of amenities, and it was not the closest property to the transit hub.
The client needed a strategy that would position the residential development in a way that meaningfully differentiated it from the competition.
from insight to positioning
Through strategic research and market insight, an opportunity emerged to differentiate the development by centering wellness while thoughtfully engaging the South Asian demographic that largely populated the Coquitlam neighbourhood. Rather than treating wellness as an add-on, it became the core organizing idea—used as a strategic lens to move away from mass-market positioning that attempts to appeal to everyone while resonating with no one.
The positioning was grounded in a deep understanding of the target audience, combined with a broader reading of wellness trends shaping contemporary culture. This included anticipating the convergence of circuit-style spas with more culturally embedded wellness models—such as Korean jjimjilbangs—as these experiences began to gain traction in North America. Rather than defaulting to generic amenity language, the strategy pushed beyond category norms to create a concept rooted in familiarity, authenticity, and cultural relevance.
The design concept drew inspiration from jjimjilbangs as go-at-your-own-pace environments offering a range of dry and wet saunas, restorative pools, and traditional amenities including massage, skin treatments, and food. This reference point informed a distinctive wellness amenity experience, featuring hot and cool rooms and tranquil public spaces designed to support mindfulness, relaxation, and overall well-being. The vision was expressed through a light, modern, and calming aesthetic, reinforced by thoughtful programming that allowed cultural richness to lead.
The project’s differentiated positioning resonated strongly in the real estate market, resulting in a complete sell-out within two weeks of launch.
POSITIONING TO EXECUTION
With a clear point of view in place, the work shifted into shaping how the strategy would be experienced, translating intent into brand identity, interior expression, and programming that carried the concept through every touchpoint.
“Jinju by Anthem [Properties] was a key differentiator in real estate. The amenity concept was refreshing and the sales centre was beautiful. It sold out in only two weeks.”
— GEORGE WONG, CEO & FOUNDER OF MAGNUM PROJECTS
Image Credits: Project images were used during my time at different companies and have sited individually. These images are not owned by me and are used only for the communication of ideas for design intent only. If you know an image source, please let me know and I will credit it accordingly.