Kelvin Soh is the creative director and founder of DDMMYY studio, Le Roy magazine and, more recently, Social Circle. With 20-plus years of experience, Kelvin sees himself as a polyglot of sorts; he enjoys the creative and strategic challenge of working in a wide spectrum of categories that include art, fashion, culture, skincare, food and beverage and fast-moving consumer goods. Kelvin speaks art. He speaks FMCG too.
Consistent in philosophy rather than style, Kelvin likes to align strategy, tactics and creative to surprise, delight, challenge and engage his clients’ audiences; often taking a ‘deep and narrow’ and differentiated approach for more meaningful outcomes. He is interested in how brands are 'socialised' – the reciprocal way brands shape, and are shaped by, the people they engage with.
Kelvin’s unique approach to strategic brand building has galvanised his reputation for building memorable, often ‘disruptive’, brand identities and projects for New Zealand companies that play in a global context. He has worked with clients such as Stolen Rum, Triumph and Disaster, Sans Ceuticals, Serious Food Co., Deadly Ponies and Klim Type Foundry. He is also leading the creative direction of the soon-to-be relaunched Metro magazine.