The global creative agency’s co-founder explains how she drives business growth by helping clients navigate cultural gaps and develop localised brand strategies

As retail moves deeper into digital channels, meaningful branding has grown in importance, according to Natalie Lowe, CEO and co-founder of creative agency The Orangeblowfish. With a unique perspective on brand strategy, she helps brands bridge cultural and generational gaps through environmental graphic design, art and immersive storytelling campaigns. This is vital as consumers increasingly expect creativity in how brands connect through physical spaces.

The Shanghai-headquartered company has teams across Asia-Pacific, the UK, and North America and works with a range of Fortune 500 and local companies. Co-founded by Ms Lowe and her husband, Siu Tang, in 2012, it brings brands alive in China and Asia-Pacific to drive business value through branding. Mr Tang is the creative lead, while Ms Lowe, a UNSW Business School alumna, is the strategist behind the company’s success.

This dynamic has allowed the couple to draw from their different skill-sets. However, it has also presented challenges in building a successful business relationship in real-time in a rapidly changing market landscape.

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