Welcome to my uncontrolled chaos
This is Joey, a brand marketing and communications specialist in Saigon.

Joey likes understanding how things work across roles, formats, and scales, and ends up in every part of a project, from the first strategy note to the last post.

This portfolio is a selection of that work.

Currently looking for an in-house brand team :>

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Mãi


Mãi turns plastic waste into durable consumer goods. Since 2021, the brand has repurposed over 1,650kg of plastic waste.

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Role: Marketing Communications

The Relaunch (2024) came with a new visual identity, so the brand needed a new way of talking to its audience.

I owned the content strategy across campaigns, video, and social channels to reintroduce the brand, with no production budget.
  • Campaign Structure: Built the campaign structure for the main relaunch and the Osaka pop-up week.
  • Visual Direction: Worked with the Creative Director to shape the channel's look into a consumer-facing grid
  • Editorial Operations: Planned and scheduled product, lifestyle, and educational content pillars across all social channels.
  • Brand Consistency: Kept tone of voice, core messaging, and visual standards aligned across digital platforms
  • Video & Photo Production: Handled video & photography end to end: set planning, filming, and editing.


Communication Impact (Mãi IG)
  • 55 Social Posts Published
  • ~700 New Instagram Followers
  • 300K+ Views, 90K+ Accounts Reached





Creative Director: Joshua Breidenbach
Art Director: Nu Nguyen
Designers: Chi-An De Leo, Tien Nguyen, Mark Bain, Duy Nguyen, Hau Huynh, Ange Linh, Giang Ho, Linh Khuu, Khanh Ha, Thai Tu, Truc Huynh
Marketing & Communications: Joey Phan
Project Managers: Khanh Nguyen, Linda Dinh
Images: Mãi
Index