好也 HOOYE 是一家双向流动的品牌咨询公司——帮中国品牌落地东南亚，也帮国际品牌读懂中国。小团队，资深操刀，没有新人在中间转手。 HOOYE is a brand consultancy that works in both directions: we land China's best brands in Southeast Asia, and help international brands actually get China. Small team, senior hands, no one junior running your account.
好也由来自国际 4A 与本土头部创意公司的资深广告人组成。我们在快消、餐饮、奢侈品、运动时尚这些最卷的行业里打过硬仗，现在选择用「小而美」的方式继续做创意——没有层级、没有中间商，只有直接对话和更快的手速。HOOYE was built by senior creatives out of international 4A networks and China's best independent shops. We did the hard yards in FMCG, F&B, luxury and sportswear — the most contested categories there are. Now we do the same work the small way: no hierarchy, no middle layer, just direct conversations and quick hands.
「好」，是向下扎根的耐心——沉住气，一寸一寸，扎进土里。「也」，谐音「野」，是破土而出、往上疯长的那股劲。一个往下，一个往上。好 (hǎo) is the patience to root down — inch by inch, into the ground. 也 (yě) rhymes with 野 (wild) — the force that breaks the surface and grows straight up, untamed. One goes down. One goes up.
品牌到新的土壤里生长，从来不是简单的移植。是把已经在本土长好的果实、根茎，带到一片新的土壤里，重新扎根、重新生长的过程。所以根要扎得深，才能长得野。好也。Growing a brand in new soil is never a simple transplant. It's taking the fruit, the roots, that already grew strong back home — and letting them root again, grow again, in soil that's new. That's why the roots have to go deep. Only then can it grow wild. 好也.
我们和品牌的合作，从来不是甲方乙方，而是基于对品牌的认同、理解和同频共振——我们更像是外挂进团队的自己人，不是签完合同就两不相欠的外部供应商。我们的另一个特点是：新加坡和上海两地都有合适的外挂可以匹配，无论你是想把新加坡品牌带去中国，还是把中国品牌带去新加坡，我们都已经在对岸等你了。We don't work as a vendor and a client. We work as people who actually believe in the brand — understanding it, resonating with it, then plugging in as an extension of your own team, not an outside shop that disappears the moment the invoice is paid. And because we've got the right people to plug in on both sides — Singapore and Shanghai — direction doesn't matter: Singapore into China, or China into Singapore, we're already there on the other side.
创始人直接对接每个项目。你说的每句话，都被真正做事的人听见。You talk to the people actually making the work, from day one. No junior account exec relaying messages in between.
所有成员都有从策略到落地的全链条经验——不止会想，更会做完。Everyone here has carried work from the first strategy deck to the final files. We don't hand things off. We finish them.
剥离大公司固定成本，同等品质，预算更聪明地花在作品本身。No glass towers to pay for. Same craft as the big shops — with the budget spent where you can see it: on the work.
可以打包全案，也支持单点合作——哪怕只是一份菜单设计。点开看看每项里都有什么。Take the full package or a single module — even if all you need is one menu. Click each one open.
以下为团队成员在前东家及独立合作期间主导或深度参与的代表项目。点击卡片展开。Work our people led or shaped — at previous agencies and as independents. Click a card to open it up.
连续五年的 global 全案策划服务——从年度品牌战役到节日礼盒，让「奢侈的冰淇淋」在每个季节都有故事讲。Five straight years of global full-case planning — from annual brand campaigns to festive gifting, keeping the world's most indulgent ice cream in the conversation, season after season.
展开More「都给你包圆了」——用一个字的双关，把饺子做成春节的国民情绪。"Everything, wrapped up for you" — one pun on 包 that made dumplings the national mood of Chinese New Year.
展开More把 bilibili 变成「buylibuyli TV」——B 站史上第一档电视购物直播。We turned bilibili into "buylibuyli TV" — the platform's first-ever TV-shopping livestream.
展开More「我们如此不一样，此刻却向往着一样的方向」——一次没有明星、只有真实的品牌重启。"All different, headed the same way" — a brand relaunch with zero celebrities and one hundred percent real people.
展开More自 FY18 起的社交长期伙伴——让百年制表在微信和微博上依然优雅、依然年轻。Social partner since FY18 — keeping 190 years of watchmaking elegant, and interesting, on WeChat and Weibo.
展开More两年+的社交代运营：把「天性」讲成一个可以被舔干净碗底的故事。Two-plus years on the social retainer — telling the story of instinct, one licked-clean bowl at a time.
展开More陪伴上海创意生活方式品牌「凡几」落地新加坡：落地合规咨询、场地选址接洽、本地品牌合作与联名拓展、社交媒体策略与内容方向提案——一场完整的跨境登陆战。Walking Shanghai's creative-lifestyle brand Common Rare into Singapore: permit & compliance consultancy, location outreach, local brand partnership and collaboration outreach, plus social media strategy and content direction. A proper landing — not a toe in the water.
好也的自有子品牌实验场——把我们对好物、好设计、好生意的判断，做成一个可以逛的地方。好好看看，别急。Our own sub-brand sandbox — our taste in good objects, good design and good business, turned into a place you can browse. The name means "take a good look." So do.
一个从新加坡出发、去往云南的出境游品牌。目的地不在攻略里，在山里——我们负责品牌、路线策划与内容体系。An outbound travel brand taking Singapore to Yunnan. The destination isn't in the guidebooks — it's in the mountains. We're building the brand, the routes and the content system.
我们同时只服务少量客户，保证每个项目都有创始人级别的投入。如果你的品牌正准备一次重要的跨越——聊聊。We keep the client list short on purpose, so every job gets founder-level attention. If your brand has a big move coming — talk to us.
点击卡片，看看每把刀是怎么磨出来的。Click a card to see how each knife got sharp.
曾任职瑞典 4A 广告公司 Forsman & Bodenfors 上海六年，操盘 Häagen-Dazs、Dove、H&M、adidas 等国际品牌项目。现在把北欧式的创意标准，带进每一个好也的案子。Six years at Swedish agency Forsman & Bodenfors Shanghai, running Häagen-Dazs, Dove, H&M and adidas. She now holds every HOOYE project to that Nordic bar — and answers the phone herself.
天津美术学院出身，9 年创意美术资历（Y&R 扬罗必凯、F&B 上海等），主导多个品牌整合营销的视觉创意，快消、高奢、运动时尚都拿得下。Tianjin Academy of Fine Arts, then nine years of creative art direction at Y&R and F&B Shanghai. FMCG, luxury, sportswear — she has led the visual craft on integrated campaigns across all of them.
一个文案，写了十年。服务过百龄坛、斯凯奇、Piaget、美的、Coty 集团、原始猎食渴望——擅长把品牌语言翻译成社交语言。One copywriter, ten years of writing — for Ballantine's, Skechers, Piaget, Midea, Coty and Orijen. Fluent at turning brand language into things people actually repost.
广告创意文案出身，9 年品牌营销经验（4A、国际创意热店、小红书），6 年团队管理，主导操盘 40+ 行业头部品牌整合营销项目。Creative copy by trade: nine years across 4A networks, international hot shops and RED, six of them leading teams — with 40+ category-leading integrated campaigns on the record.
新加坡人，现居上海的创意总监。此前任职于 Forsman & Bodenfors 新加坡（服务 SK-II、Mandarin Oriental Singapore、Gojek、Electrolux），并在 TBWA\Group Singapore 担任文案五年——是赢得新加坡旅游局全球账户提案团队的一员，主导执行「Passion Made Possible」系列战役多年。也曾任 LASALLE 艺术学院行业顾问委员会成员。Singaporean, based in Shanghai. Previously at Forsman & Bodenfors Singapore (SK-II, Mandarin Oriental Singapore, Gojek, Electrolux), and five years as a copywriter at TBWA\Group Singapore — part of the team that won the Singapore Tourism Board's global pitch and ran multiple campaigns under "Passion Made Possible." Also served on LASALLE College of the Arts' Industry Advisory Group.
现任 Forsman & Bodenfors 高级美术指导，此前曾任职 Makerlab @ Netflix 与 Villains——履历一路从 Motion Designer 做到 Senior Art Director。拿过 Campaign Brief Asia 2023 亚洲最佳创意人 #3，以及 Effies、Clio、CCA、AdStars 等多个国际奖项。职业生涯起点是在 MapleStory 论坛做签名图赚点卡钱，现在把同样的心思用在更大的画布上。Currently Senior Art Director at Forsman & Bodenfors, after stints at Makerlab @ Netflix and Villains — the long way from Motion Designer to the title he holds now. Ranked #3 on Campaign Brief Asia's Top Creatives 2023, with wins across Effies, Clio, CCA and AdStars. Career started making forum signature graphics for in-game currency; the canvas just got bigger.
作品集 ↗Portfolio ↗前德勤咨询顾问，负责 lululemon、雀巢、宝洁等项目的数据分析。创意团队里最冷静的那个人——用数字帮好点子证明自己。Ex-Deloitte, where he ran the numbers for lululemon, Nestlé and P&G. The calmest person in any creative room — he makes good ideas prove themselves.
irabit 是一个由设计师、程序员与创作者组成的独立工作室，专注数字艺术与创意科技——他们负责把想法从提案页里拽出来，变成能被看见、被摸到、被转发的真实作品。irabit is an independent studio of designers, coders, makers and creators, driven by digital art and creative technology — the ones who pull ideas off the proposal page and turn them into work you can see, touch and share.
他们打造完整的用户体验、独特的视觉表达与交互设计，服务过 LV、Devialet、Alexander McQueen 等国际品牌。好也负责判断和方向，irabit 负责一起把它做得漂亮——好的合作关系就该这么简单。They build full user experiences, distinctive visual expression and interactive design — with work for LV, Devialet, Alexander McQueen and more. HOOYE brings the judgment and the direction; irabit helps build it beautifully. The best partnerships really are that simple.