As one of the architects of the Incubator, I outlined and built the framework for identifying white spaces, testing and iterating concepts, creating brand identity and launching digitally native lean startup brands. • Led a multi-disciplinary design team on new brand concepts and special projects. • Collaborated with renowned culture consultants and creatives on campaigns and limited edition projects. • Launched 4 brands in 12 months, reducing GTM time by 9 months.