With nearly three decades of experience in branding and packaging across Europe and Asia,
Muriel is a seasoned creative leader, known for shaping brands with purpose, precision, and soul.

For the past 10 years, Muriel has played a pivotal role in transforming WHY? Brand Design from a boutique start-up of 8 into a thriving,
multi-million dollar Asia hub under LONSDALE & Partners. Under her leadership, the agency expanded into a full-service team
of over 20 creatives, spanning visual design, 3D, and motion – making it one of the region’s most respected brand design agencies.

Muriel’s strength lies in her deep-rooted brand guardianship – a rare blend of strategic foresight and creative intuition.
This has enabled her to build enduring relationships with global giants like Unilever, P&G, Bel and Heineken, guiding them through
both long-term brand stewardship and bold new creative ventures.

A natural business driver, Muriel brings gravitas to every pitch. Her ability to lead with vision and connect with clients on a human level
has resulted in a rich, diverse portfolio of blue-chip brands and breakthrough challenger names across sectors.

Her journey began with a Master’s degree in Communication from ESDI (École Supérieure de Design Industriel, Paris), one of France’s
most prestigious design institutions. After gaining foundational experience at boutique agencies in Paris, she joined LANDOR Associates,
where her rise from designer in Paris to Design Director in Hong Kong marked the start of her international ascent. There, she led
key accounts like Procter & Gamble and Philip Morris, orchestrating cross-continental collaboration and gaining first-hand knowledge
of the China market.

Following a pivotal role at Design Bridge Singapore, Muriel was appointed to establish and grow LPK’s presence in Asia.
Over the past 14 years, she has cultivated deep insight into the cultural nuances and consumer behaviours of India and Southeast Asia – vital knowledge that has shaped award-winning design work across categories including, Personal Care, Healthcare, Beauty & Wellbeing, Home Care, Food & Beverage, Alcohol, Cigarettes.

Beyond brands, Muriel is passionate about people. A dedicated mentor, she has championed a culture of inclusivity, creativity
and continuous learning within her teams. She has also contributed actively to Singapore’s creative ecosystem – nurturing the next generation of designers through her work with universities and post-secondary institutions, in alignment with the government’s
Creative Economy Initiative.

Her work has earned numerous accolades, including Transform Asia’s Creative Director of the Year (2023)
– a testament to her enduring impact on brands, teams, and the broader creative industry.