Brand and product, finally aligned
When brand strategy and product experience live in separate rooms, customers feel the gap. I help organisations close it — building coherent systems where the promise and the delivery say the same thing.
I work where brand,
product and experience
either connect or break.
Work is delivered through Tydal Agency.
Focus
The problems
worth solving.
I've spent fifteen years inside organisations and alongside leadership teams at the point where strategy, brand, product and experience either hold together — or don't. That gap is where I work best.
Digital experience that works end-to-end
Fragmented touchpoints are an organisational problem, not a design problem. I work across the full customer lifecycle — embedding UX governance, data-led optimisation, and platform thinking to make digital actually deliver.
In-house creative capability that holds
Many organisations outsource everything and own nothing. I build genuine in-house capability — multidisciplinary teams, structured workflows, brand governance, and the standards that maintain quality at scale.
Strategy that survives the boardroom
Good creative thinking only creates value when it connects to business outcomes. I advise executive and board-level stakeholders on direction, prioritisation, and the decisions that actually move things forward.
Selected impact
Not a portfolio.
Proof of impact.
Real outcomes from real organisations — drawn from fifteen years of senior creative and digital leadership.
In-house capability · AVJennings
Building an integrated creative and digital function from scratch
AVJennings' marketing and digital output was entirely dependent on external agencies — slow, expensive and inconsistent. I designed and led the in-house creative and digital function across ANZ: the team structure, delivery governance, briefing systems, brand standards, and quality frameworks that let the organisation own its output at scale.
60%
faster speed
to market
to market
Platform transformation · AVJennings
Redesigning the digital product ecosystem across the customer lifecycle
Led the strategic redesign and migration of AVJennings' digital platforms — moving from legacy infrastructure to a modern headless CMS architecture. Established UX governance, embedded behavioural analytics, and introduced A/B testing and continuous optimisation across acquisition, consideration, and purchase stages.
CX+
measurably improved
conversion
conversion
Regional transformation · PageGroup APAC
Transforming a production studio into a strategic creative function
As Head of Creative Services across Asia Pacific at PageGroup, I transformed a high-volume production team into a multidisciplinary creative and digital function spanning multiple countries and business units. Introduced structured workflows, consistent brand application across markets, and a performance culture that raised the quality bar.
APAC
multi-market
scale
scale
Venture · Infigo
Co-founding and building a funded digital product from the ground up
Co-founded Infigo, a mobile-first F&B service platform, leading brand strategy, UX/UI and product development end-to-end. The platform secured USD 50,000 through Start-Up Chile — demonstrating the ability to operate as a founder across the full spectrum of product, brand and commercial thinking.
$50K
USD seed funding
Start-Up Chile
Start-Up Chile
Experience
Where the
work was done.
Apr 2018 — Sep 2025
7 years
7 years
AVJennings · Sydney
Creative & Digital Experience Director
Led the in-house creative and digital function across ANZ. Responsible for brand strategy, digital product ownership, studio operations, UX governance, platform transformation, and executive advisory. Built and scaled a multidisciplinary team from the ground up.
Mar 2024 — Present
Board advisory
Board advisory
Plasmatic · Singapore
Chief Digital Officer & Board Member
Strategic advisory for an early-stage fintech platform. Guidance across product positioning, brand framework, digital experience strategy, and governance alignment between technology, customer value, and business growth.
Jun 2014 — Mar 2018
4 years
4 years
PageGroup · Singapore & Sydney
Head of Creative Services, Asia Pacific
Led a high-volume, multidisciplinary creative studio across Asia Pacific — managing studio performance, multi-market brand application, and the transformation from production team to strategic creative function.
2013 — 2015
Infigo · Singapore
Co-Founder & Creative Director
Led brand, UX/UI and product strategy for a mobile-first F&B service platform. Secured USD 50,000 via Start-Up Chile and delivered end-to-end product and brand development.
Earlier roles
Visualcrave Studio · Kobian · SWC
Creative Direction & Brand Leadership
Owner/Creative Director at Visualcrave Studio; Marketing & Design Manager Asia at Kobian; Art Director at SWC — spanning brand identity, integrated campaigns, and creative leadership across Singapore and Asia Pacific.
About
The thinking
behind the
work.
I'm Vinay Raja — a senior creative and digital leader who's spent fifteen years working at the intersection of brand, product, and customer experience. I've led from inside organisations and from the outside, at studio level and board level. The thread running through all of it is a belief that good thinking should connect to real outcomes.
Most recently I spent seven years as Creative & Digital Experience Director at AVJennings, where I built and led the in-house creative and digital function across ANZ. Before that, I led creative services across Asia Pacific at PageGroup. I now operate through Tydal, my strategic creative consultancy based in Sydney.
15+ years across brand, product and digital experience
Creative & Digital Experience Director, AVJennings ANZ
Head of Creative Services, Asia Pacific — PageGroup
Chief Digital Officer & Board Member, Plasmatic
Co-Founder, Infigo — USD 50K seed funded, Start-Up Chile
Master of Design, Swinburne University of Technology
MIT — Postgraduate Diploma, Innovation & Design Thinking (2020–2022)
A discipline that shapes how I approach every problem — iterative, human-centred, and always anchored in what actually needs to change.
The work lives here
The thinking
is here. The
work is Tydal.
Tydal is my strategic creative consultancy. If you're working on something that needs clarity, direction, and the ability to execute at a senior level — that's where the conversation begins.
Continue to Tydal