FROM STRATEGY TO EXPERIENCE: CREATING places of influence™
For over 18 years, Evelyn has shaped brands, products, and places across hospitality, retail, mixed-use development, and cultural destinations. Her work helps organizations define a clear point of view and bring it to life through experiences with meaning and character.
Her work bridges strategy, concept and design, establishing a North Star that aligns positioning, product, identity, narrative, environments, and programming into a cohesive vision. She brings clarity at pivotal moments, defining a singular strategic idea and translating it across every touchpoint.
Balancing art and science, she creates brand experiences that are distinct, culturally meaningful, and commercially relevant — building cultural capital that draws people in, cultivates belonging, and creates lasting resonance.
EXPERTISE
BRAND STRATEGY
defining vision through positioning
BRAND DIRECTION
SHAPING brand through experience
Past Projects
Hospitality
MARRIOTT AUTOGRAPH COLLECTION SEATTLE MARRIOTT AUTOGRAPH COLLECTION RICHMOND MOXY HOTELS VANCOUVER ELEMENT HOTELS VANCOUVER SHANGRI-LA HOTEL VANCOUVER ARCHETYPE HOSPITALITY THE EMILY HOTEL BRAND STANDARD SUNDAY EDITION, SEATTLE THE ENGLISH INN, VICTORIA ANANTARA EASTERN MANGROVES HOTEL, ABU DHABI W HOTEL YAS ISLAND, ABU DHABI ROSEWOOD HOTEL GEORGIA VANCOUVER FAIRMONT FLAME TOWERS BAKU AZERBAIJAN W HOTELS BEIJING W HOTELS BRAND STANDARD ELEMENT BRAND STANDARD WALT DISNEY CRUISES
Real Estate Development
QIDDIYA CITY SAUDI ARABIA JINJU BY ANTHEM PROPERTIES KEEFER STREET CHINATOWN BY ANTHEM WEST GEORGIA BY ANTHEM CENTURY CITY SURREY HOLLAND PARK HABITAT BY HUDSON PROJECTS KINGSWAY & PRINCE ALBERT BY RIZE CAMBIE CORRIDOR BY COROMANDEL BELLEVUE BY ONNI GROUP
Independent Businesses
LARRY’S MARKET, NORTH VANCOUVER PRECISION HEARING CLINIC, MULTIPLE LOCATIONS FUJI MARKET, WHISTLER COLLABWARE OFFICE, VANCOUVER
Products
FARMBOY FINE ARTS HUNTER DOUGLAS HOSPITALITY X FBFA ROLLER SHADES SHAW CONTRACT HOSPITALITY CARPETS WOODWARDS RETAIL CHRISTOFFERSEN PERFUME OILS
Open for engagement on a project basis or as an embedded fractional leader within your organization.
Photo & Image credits: 1. The Botanist Restaurant, Ema Peter Photography 2. The Vain Illustration, Frances Howell 3. Chinesischer Mantel, Ellen Dornhaus 4. Jet Into Kai Tak Airport 1989, Greg Girard 5. Chinesischer Mantel in situ courtesy of Shangri-la Hotel Vancouver 6. My Remembrance: Lotus Landscape, 2015, Yi Chun Lin, 7. Scholar Rock: Crouching Dragon, 2014, (close up), Yi Chun Lin 8. Coral Rose in Glass Jar (By Moonlight), 2019, Karin Bubas photo: Monte Clark Gallery 9. W Yas Island Abu Dhabi Hotel, photo: VFM Leonardo 10. Woodwards Collage, Evelyn Sum 11. Woodwards’ word mark, Evelyn Sum 12. The Gaskell, Conrad Brown 13. The Gaskell book photos, Conrad Brown 14. Coromandel Concept Book, Evelyn Sum 15. Christoffersen bottles, Evelyn Sum 16. Collabware Office, Evelyn Sum 17. Private Residence, Evelyn Sum 18. Bel Niente Concept Book, mixed 19. It Rains Hong Kong, Fan Ho Photography, photo: Blue Lotus Gallery 20. Centari Room, Evelyn Sum