Welcome to my uncontrolled chaos
Joey likes understanding how things work across different roles, formats, and scales.

Curiosity pushes her into every corner of a project—from the initial strategy to the final creative output.

This portfolio is a snapshot of that end-to-end execution.

About  
Email
LinkedIn
Tag
Brand Communications
Film & Production
Photography
Base Design




Base Design is an international network of creative studios founded in 1993 that specializes in brand strategy, visual identity, digital experiences, and copywriting.

Instagram
Website



Role: Brand Communications


When Rice Studios joined Base Design’s global network in late 2025 to establish Base Design Saigon, the transition required tight cross-border alignment and strategic communication.

I managed cross-border communications to bridge the local Saigon team with global headquarters in Brussels.

  • Cross-Border Coordination: Maintained the global communication calendar and synchronized production schedules between Saigon and Brussels to ensure on-time campaign execution.
  • Global Alignment: Led regional status updates and served as the key operational bridge between local designers, strategists, and international executive leadership.
  • Content Adaptation & Localization: Drafted, localized, and published social content and B2B case studies on global channels and the Base Design CMS platform.
  • Brand Guardianship: Reviewed and polished all regional communications to ensure absolute alignment with Base Design’s global tone of voice and quality standards.
  • Merger Communications: Executed localized rollout materials and internal updates for the official Rice x Base Design regional merger.



Credits

Global Base Design:
Creative Director: Thierry Brunfaut
Editorial Director: Julie Tentler
Communications Intern: Anastasia Iakubovich

Saigon Studio
Creative Directors: Joshua Breidenbach
Design Director: Tien Nguyen, Mark Bain
Designers: Ange Linh, Duy Nguyen, Hieu Vo
Communications Manager: Vic Vu
Communications: Joey Phan
Project Manager: Khanh Nguyen