Jen Li (TRIBE)

Born from the legacy of People’s Micro Bank, National Banking Corporation stepped into a new era: state-backed, future-focused, and committed to making modern banking inclusive and accessible for all Papua New Guineans. Beyond a visual refresh, the bank required strategic realignment to support its evolution. We delivered a full rebrand and 360° launch campaign, shaping…

The Kirby Institute, a leading medical research organisation based at UNSW, partnered with the PNG Institute of Medical Research to deliver ACT-UP PNG, a health initiative improving access to HIV treatment and addressing drug resistance. Centred around the globally recognised message U=U (Undetectable = Untransmittable) and driven by the need to shift stigma and encourage…

With cardiovascular disease placing growing pressure on communities across PNG, Operation Open Heart needed an awareness campaign with a clear focus: make heart health visible, urgent, and actionable. Through nationwide research, a multi-region study was conducted across four provinces, cross-segmenting respondents by age, gender, location, and lifestyle. Quantitative surveys and social listening revealed patterns in…

As one of Papua New Guinea’s first aviation providers, Pacific Helicopters holds a historic legacy in community service spanning nearly five decades. In the lead-up to its 50th anniversary, the need to reassert leadership and reconnect with the public prompted a brand awareness campaign that revitalised its digital presence. We delivered a refined creative direction…

As Papua New Guinea’s leading music retailer, we revitalised Keynote’s brand identity, cementing its role at the heart of PNG’s dynamic music community. With the tagline ‘You Play. We Listen,’ Keynote became synonymous with nurturing the next generation of artists and standing as a trusted partner for aspiring musicians. Our bold, playful design pulses with…