For those who'd rather be asked the right question than sold the wrong answer.
Twenty-five years building brands across Amsterdam, Singapore, Tokyo, and Silicon Valley. Charlie van Eeden has run his own agency, led brand direction for a fintech startup through its Japan launch, and co-founded Tanglin Gin — Singapore's first craft gin distillery, and one of Asia's most awarded spirits brands.
Brand Foundations is where that judgment is available directly: for founders and operators who want a sharper story than "innovative and bold," and who are building for more than one market at a time.
Find The Foundation
Positioning, narrative, and the strategic foundation that makes everything downstream — copy, design, product — easier to get right. A focused, fixed-scope engagement, not an open-ended retainer.
Start a conversation →Brand Diagnosis
An AI-native tool, built this year: it reads what AI already says about a brand, compares it honestly against named competitors, and surfaces the narrative territory nobody's using yet.
Try it, free →Curious what Brand Diagnosis looks like in practice first? Try the tool directly — no account needed.