Before joining DDG, I had already worked in strategy at creative agencies in Los Angeles. Those experiences introduced me to brand strategy, consumer insights, and the role of research in shaping creative work. Coming to DDG, however, offered something completely unique. As a Taiwanese American, it was a great opportunity to experience strategy from a Taiwanese perspective and see how branding is approached in a different cultural and business context. It felt like an intersection of two parts of my identity: applying the skills I had developed in the U.S. while learning how strategy is practiced in Taiwan, which helped since a lot of DDG clients aimed to expand their businesses abroad.
One thing that immediately stood out to me was the nature of DDG’s work. Many of the companies that came to us weren’t simply looking for a new visual identity; they were preparing for their next stage of growth. Whether they were growing internationally, entering new markets, or redefining their position, branding became a strategic tool for transformation rather than just communication.
My role focused primarily on research and analysis. Every project required me to look beyond surface-level observations and ask deeper questions. Throughout my time here, I had the opportunity to present strategy decks and write articles about branding. Both experiences challenged me in different ways. I learned how to combine specific research and trends with consumer insights to present data-driven stories packaged in an easy-to-understand narrative. Presenting forced me to organize my thinking clearly and communicate why an insight mattered and who would care about it, not just what I had found. Writing articles pushed me even further. It taught me to translate branding concepts into ideas that anyone, not just people in the industry, could understand.
The biggest lesson I learned was a different way of thinking. I tackled each project as a new business to grasp: different audience segments, different products, and different problems. Strategy requires curiosity—curiosity to delve into the nuances and the core of why something matters. I now approach businesses, culture, and even everyday experiences with greater curiosity, wondering what shapes people’s perceptions and why certain ideas resonate.
Beyond the work itself, what I’ll remember most is the people. Everyone at DDG was incredibly welcoming and generous with their time, creating an environment where asking questions was encouraged and learning happened naturally. Although I was part of the Strategy team, I had the opportunity to learn from colleagues across other departments and get to know them both professionally and personally. I’m especially grateful to everyone who took the time to guide me and share their experiences. Even in a relatively short time, they made a lasting impact on how I think about strategy and the kind of teammate I hope to become.
Working at DDG gave me professional experience in another country as well as a broader perspective on branding strategy. Being able to practice strategy in both Los Angeles and Taiwan showed me that while markets, cultures, and clients may differ, the goal remains the same: to understand people deeply enough to create something meaningful. That perspective is something I’ll continue to carry with me, wherever my career takes me.
在加入 DDG 之前，我曾在洛杉磯的創意代理商做過策略工作。那段經歷讓我接觸到品牌策略、消費者洞察，以及研究在塑造創意作品過程中所扮演的角色。
然而，來到 DDG，卻是截然不同的經驗。身為一位台裔美國人，這是一個難得的機會，讓我能從台灣的視角體驗策略工作，看看在不同的文化與商業脈絡下，品牌是如何被理解與實踐。這感覺像是我兩種身分的交會：既能應用我在美國培養的能力，同時又能學習台灣的策略操作方式。這非常有幫助，因為 DDG 的許多客戶都以拓展海外業務為目標。
最讓我印象深刻的，是 DDG 的工作本質。許多找上我們的企業，並不只是想要一套新的視覺識別；他們是在為下一階段的成長做準備。無論是拓展國際市場、進入新市場，還是重新定義自身定位，品牌都成為推動轉型的策略工具，而不只是溝通的手段。
我的工作主要集中在研究與分析。每一個專案都要求我不能只看表面，而是要不斷提出更深入的問題。在 DDG 的這段時間裡，我有機會製作策略簡報並撰寫品牌相關文章，這兩種經歷都以不同的方式帶給我挑戰。我學會如何結合具體的研究、市場趨勢與消費者洞察，將數據轉化為淺顯易懂的故事。做簡報訓練我把思路整理清楚，說明一個洞察為什麼重要、誰會在意，而不僅僅是分享我發現了什麼。寫文章則把我推得更遠，它教我如何把品牌概念轉化為任何人都能理解的內容。
我最大的收穫，是學會了不同的思考方式。我把每個專案都當作一門新業務去理解：不同的目標客群、不同的產品，以及不同的問題。策略需要的是好奇心——一種願意鑽研細節，並持續追問一件事情為什麼重要的好奇心。現在的我，也會帶著更多好奇心去看待企業、文化，甚至是日常體驗，思考究竟是什麼形塑了人們的認知，以及為什麼某些想法能夠引起共鳴。
除了工作本身之外，我最難忘的還是這裡的人。DDG 的每一位同事都非常友善，也很願意撥出自己的時間，營造出一個鼓勵提問、讓學習自然而然發生的環境。雖然我隸屬策略團隊，但也有機會向其他部門的同事學習，無論在工作上或私下都有更深的認識。我特別感謝每一位花時間指導我並分享經驗的人。即使相處時間不算長，他們對我思考策略的方式，以及我期許自己成為怎樣的隊友，都留下了深遠的影響。
在 DDG 的這段經歷，讓我得以在另一個國家累積專業經驗，也給了我更開闊的品牌策略視野。能夠在洛杉磯和台灣參與策略工作，讓我體會到，儘管市場、文化和客戶各不相同，但目標始終一致：深刻理解人，才能創造出有意義的事物。這份視野，將伴隨我走向未來的每一段職涯旅程。
