0 %
Let's chat

( Menu )

Let's chat →
Instagram ↗ LinkedIn ↗ 『 more softer 』

( BRAND & EXPERIENCE DESIGN — NYC )

Brands that become stories, and rooms people never want to leave

Where Should We Begin gameplay arcana cabin interior Simcoe bicycle 01 / 03
Where Should We Begin — third sell-out run  ·  Snips acquired by Sonos  ·  Simcoe acquired by Hawley Lambert  ·  arcana now welcoming guests  ·  As seen in GQ, Vogue & The LA Times  ·   Where Should We Begin — third sell-out run  ·  Snips acquired by Sonos  ·  Simcoe acquired by Hawley Lambert  ·  arcana now welcoming guests  ·  As seen in GQ, Vogue & The LA Times  ·  

( The mission )

Attention is spent by lunchtime, belonging is what we're all actually seeking. We make moments people gather around — a game around the dinner table, a cabin in the wild, a dance floor at dawn — and let the stories live as memories.

Steve Tam
Steve Tam
Brand & Experience — more softer

( The thesis )

Brands
&
Moments.

The brand is the promise; the moment is the proof.

arcana Tree of Tenere arcana blue ice Simcoe — picnic film Where Should We Begin The Motel

( Selected works )

All works ( 11 ) →
ST/01

Parable

Know what your AI is worth. Parable is the intelligence layer for enterprise operations — measuring how companies actually spend their time, and proving what AI returns. Backed by a $16.5M seed led by HOF Capital.

Cofounder / CMO
Parable founding team
ST/02 — ©21

Esther Perel — Where Should We Begin

A game of stories that brings the world’s most listened-to couples therapist to your table. Her first direct-to-consumer product launched with headlines in GQ, Vogue and The LA Times.

Sold out since launch
Game Design / Creative Direction
Where Should We Begin
ST/03 — ©22–26

arcana

A hospitality brand returning the modern world to the wild — two-night cabin stays hidden in the forest outside Toronto, guiding guests through grounding, exploration and restoration.

2 nights Guest journey, designed end to end
Head of Brand / Creative Direction
arcana
ST/04 — ©16–19

Snips

A Paris–NYC AI company on a mission to make technology disappear. Snips built the first private-by-design voice assistant, bringing voice to hardware without sending data to the cloud.

Sonos Acquired, 2019
VP Marketing / Brand
Snips Airstream
See all works ( 11 ) →
Let's make
something
softer
Let's chat