I spent 17 years helping make the world's biggest brands impossible to ignore.
These days, I do it for founders who know what they're building but haven't found the words for it yet.
I'm Theresa Lim, a brand strategist and the founder of The House of HUI.
I work with founders at the moments that matter most: when they're scaling, repositioning, stepping into something new or simply tired of explaining what they do in ten minutes when it should take ten seconds.
What I do isn't design or content. It's the brand strategic thinking that happens before any of that - the positioning, the clarity, the story that makes your pitch land, your team align and the right people finally get it.
If that's you, you're exactly who I do this work for.
Theresa Lim, founder of The House of HUI
Where I Come From
Before The House of HUI, I spent nearly two decades doing this work at serious scale.
I was on the Nike China brand team during the 2008 Beijing Olympics, part of the team that positioned Nike as a cultural force despite not being an official sponsor. I ran digital strategy for Unilever China across nine brands. I led global work for GlaxoSmithKline out of London. I built campaigns for Sainsbury's that won industry awards. I led Hasbro across ten APAC markets. I was also Agency of Record for Standard Chartered Ventures Singapore.
That's the background. I'm not telling you this to impress you. I'm telling you because when you work with me, you're not getting someone who just read the books - you're getting someone who's done this across continents, categories, and budgets most founders never get near.
Nike
China: Beijing Olympics 2008 campaign and media planning across sportswear and running.
GSK
London: Global Digital Innovation in the Cough & Flu brand portfolio
Sainsbury’s
London: Award-winning Christmas retail campaigns and always-on digital strategy.
Unilever
China:
Digital Media Strategy across Dove, LUX, Softlan, OMO, Lynx, Rexona
Hasbro
Hong Kong: APAC Business Director across South-East Asia, Japan, South Korea and China.
SC Ventures
Singapore: Brand Strategy for Standard Chartered Ventures’ Incubator startups.
Why I started The House of HUI
Honestly? Because I kept seeing the same thing. Brilliant founders who have built something genuinely worth paying attention to are completely unable to say what it was in a way that landed. They knew their business inside out, but because they were trying to say everything at once, and the right words were just out of reach.
I have a strange ability to hear what isn't being said. To see the thread running through everything a founder does, even when they can't see it themselves. And to hand it back to them in language that makes them go, "Yes. That's exactly it."
That moment is what I built this practice around. The House of HUI exists because founders deserve to walk into every room knowing exactly what they're there to say.
慧 (HUI) is my Chinese name. It means wisdom. Naming this place after it was a deliberate choice: let's put intention back at the centre of how we build brands.
I was quoted twice in Brandwatch's The Marketer of 2026 report, a global research publication on where marketing is headed and who's shaping it.
Both quotes were on the same theme: that the most effective brand work in 2026 is about genuine understanding of the people you're trying to reach, and showing up with both strategy and substance.
“The smartest brands in 2026 will be the ones who listen, adapt with grace, and show up with both strategy and heart.”
If you’re a founder who’s built something real and ready to get clear, I’d like to hear about it.
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You’re a founder. You’ve been building a few years and you’ve hit a point where the old way of explaining yourself isn’t working anymore. You’re not looking for someone to execute tasks, you want someone to think with you. You’re open, you’re self aware and you’d rather get right than get it fast.
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You’re mainly looking for deliverables you can tie directly to a number. If your first question is “What’s the ROI on this?”, then I’m not the right person. Not because the work doesn’t create value, but because the value shows up in how clearly you lead, how confidently you sell and how aligned your whole business feels.
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We start with a conversation with me just asking questions and listening. If there’s a fit, I’ll tell you. If there isn’t, I’ll tell you that too.