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BIG AGENCY THINKING. BOUTIQUE EXPERIENCE
BIG AGENCY THINKING. BOUTIQUE EXPERIENCE
ABOUT UMAMIX
ABOUT UMAMIX
UmamiX is a Singapore-based independent creative consultancy.
Founded by Minzie Liyu, a multi-award-winning Creative Director with more than 20 years of experience across international network agencies and independent practice, UmamiX combines strategic thinking with hands-on execution across campaigns, branding, storytelling, digital experiences and creative systems.
Independent by design, UmamiX operates as a boutique studio—senior-led, agile and deeply involved from strategy through delivery. Clients work directly with experienced practitioners, not layers of account management.
Senior-led thinking. Independent agility. Creative leadership and direct involvement from strategy through delivery.
CLIENT & SECTOR EXPERIENCE
CLIENT & SECTOR EXPERIENCE
UmamiX works with organisations across financial services, technology, consumer goods, government, travel, retail and professional services.
Direct client engagements include:
KPMG & Mastercard
Founder experience across previous agency, consultancy and leadership roles includes: HSBC • Citibank • JLL • Lenovo • Microsoft • SAP • Nokia • NCS • Affinidi • Housing & Development Board (HDB) • Changi Airport Group • Economic Development Board Singapore (EDB) • National Council Against Drug Abuse (NCADA) • Lazada • American Tourister • Unilever (Dove, Ponds, Sunsilk) • Bayer • Friso • Ekornes • Kellogg's • Heineken • Pizza Hut • ABC Stout • Audi • Honda • Finnair • SilkAir • Shiseido • Little Skool-House • ASICS • Listerine
CREDENTIALS & AWARDS
CREDENTIALS & AWARDS
13 Gold
22 Silver
11 Bronze
1 Grand Prix
1 Merit Award
23 Finalist, Shortlist & In-Book Recognitions
Work has been recognised by leading global and regional award shows including Cannes Lions, Spikes Asia, Effie Awards, The One Show, Graphis, Creative Circle Awards, MARKies Awards, Asia Pacific AdFest and AD STARS.
Prior to founding UmamiX, Minzie held senior creative roles within international network agencies, leading work across Singapore, APAC and international markets.
HOW TO ENGAGE UMAMIX
HOW TO ENGAGE UMAMIX
Step 1
Submit a brief or enquiry here →
Step 2
Initial discovery call to align on objectives, scope and fit.
Step 3
Proposal and fee estimate based on confirmed requirements.
Step 4
Project kick-off and delivery.
Typical project timelines range from 4 to 16 weeks depending on scope and complexity.
Suitable for one-off projects, ongoing retainers and fast-turnaround creative assignments.
CONTACT
Website →
umami-x.com
Project Enquiries →
brief.umami-x.com
Email →
hello@umami-x.com
Location
Singapore
SERVICES
SERVICES
UmamiX delivers creative strategy and execution across eight practice areas.
CAMPAIGNS
CAMPAIGNS
Integrated campaign development across brand, product, digital and social touchpoints. From launch campaigns to long-term brand-building initiatives.
Typical deliverables include:
Integrated marketing campaigns
Product and service launches
Brand awareness campaigns
Employer branding campaigns
Social and digital campaigns
Campaign toolkits and creative assets
FILM & STORYTELLING
FILM & STORYTELLING
Commercials, branded content, documentaries and moving-image storytelling crafted to inform, persuade and inspire.
Typical deliverables include:
TV commercials (TVCs)
Online and social videos
Brand films
Corporate videos
Documentary-style content
Motion graphics and animated explainers
BRAND & IDENTITY
BRAND & IDENTITY
Brand positioning, naming, visual identity systems, tone of voice development and brand guidelines for new and evolving brands.
Typical deliverables include:
Brand strategy and positioning
Logo design and visual identity systems
Naming and brand architecture
Brand guidelines
Tone of voice frameworks
Marketing collateral and brand assets
NARRATIVE DESIGN
NARRATIVE DESIGN
Shaping complex ideas into clear, compelling stories that inform, engage and inspire action.
Typical deliverables include:
Corporate, investor and leadership presentations
White papers and thought leadership content
Stakeholder engagement decks
Strategic narratives and messaging frameworks
Internal communications materials
Explainer content and visual storytelling systems
CREATIVE SYSTEMS
CREATIVE SYSTEMS
AI-assisted production workflows, content acceleration and visual development that help brands create more, adapt faster and move efficiently from concept to execution.
Typical deliverables include:
AI-assisted visual development
Key visual generation and adaptation
Campaign asset versioning and localisation
AI-assisted storyboarding and concept visualisation
Content production at scale
Creative production workflows
EVENT & ACTIVATION
EVENT & ACTIVATION
Experiential campaigns, launches, exhibitions and live brand experiences that bring ideas into the physical world.
Typical deliverables include:
Roadshows
Product launches
Exhibitions and showcases
Conferences and forums
Experiential activations
Experience design and visitor journeys
Event branding and communications
DIGITAL & UI/UX
DIGITAL & UI/UX
Websites, digital products and user experiences designed around real human behaviour and business objectives.
Typical deliverables include:
Corporate and campaign websites
UX and UI design
Interactive experiences
Prototypes, dashboards and data visualisations
Design systems and digital guidelines
Digital product concepts
SOCIAL & CONTENT
SOCIAL & CONTENT
Content strategies, editorial systems, social storytelling and always-on content designed to build engagement and brand affinity.
Typical deliverables include:
Content strategies
Editorial calendars
Social media campaigns
Short-form video content
Community engagement content
Thought leadership and branded content
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