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WHO WE ARE
WHO WE ARE
At UmamiX, we’re a nimble team of ex-network agency pros with over 20 years of experience across advertising, design, branding, digital, and everything in between. We’ve left behind the layers and ego to work smarter, sharper, and faster—delivering great creative with more heart, no fluff, and just solid work that works.
BRANDS WE'VE ROLLED UP OUR SLEEVES FOR:
Tech & Telco Lenovo, Microsoft, Nokia, Citibank (Digital), Affinidi.com, NCS
Finance & Property Mastercard, JLL, HSBC, Citibank, Housing Development Board
FMCG & Consumer Goods Unilever (Sunsilk, Dove, Ponds), Bayer, Friso, Anlene, Kellogg's, ABC Stout, Heineken
Retail & eCommerce Lazada, American Tourister
Automotive Audi, Honda
Airlines & Travel Changi Airport, Finnair, SilkAir
Government & Institutions Economic Development Board Singapore, National Council Against Drug Abuse, Housing Development Board, Little Skool-House
Food & Beverage Pizza Hut, Heineken, ABC Stout
Lifestyle & Sports ASIC.
Founder | Creative Director | Award-Winning Brand Strategist
Minzie Liyu is a multi-award-winning Creative Director with 20+ years of turning brand strategy into compelling visual stories across Asia-Pacific. A rare mix of commercial strategist and fine artist, he’s elevated 30+ global and regional brands—including Mastercard, HSBC, Lenovo, Audi, Changi Airport, and HDB—through integrated campaigns, digital content, and experience design. Known for turning complexity into clarity, Minzie rallies creative teams to win pitches, inspire audiences, and—on most days—battle the kaiju of deadlines and impossible marketing tasks.
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