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Founder & CEO

Raw Studio

Raw.Studio’s mission is to create products that change the world. We work with ambitious digital brands to grow their businesses, delight their customers, and innovate in their industries. 

Since we opened in 2019, our team have proven over and over that: Data + Design = Results. 

🚀Over 98m users have interacted with a product that we designed or built 
🚀Clients using our branding or ready-to-launch products have raised over $1.8b in investments.
🚀Brands who work with us increase conversion by an average of 69%

We’re the people to talk to if: 

❌𝐑𝐨𝐚𝐝𝐛𝐥𝐨𝐜𝐤: You have an idea but you’re not sure it will work
🚀𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: We’ll use market research and data insights to validate, expand and improve your web app, SaaS or digital product idea. 

❌𝐑𝐨𝐚𝐝𝐛𝐥𝐨𝐜𝐤: You have an idea but you don’t know what to do next
🚀𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: We’ll show you the way forward with a detailed project roadmap and clear, data-backed strategic recommendations.

❌𝐑𝐨𝐚𝐝𝐛𝐥𝐨𝐜𝐤: You’ve hit a plateau and you’re ready to shake things up
🚀𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: We’ll collect, clean & audit your data, and go on a deep-dive mission to find insights and strategies that help your brand thrive.

❌𝐑𝐨𝐚𝐝𝐛𝐥𝐨𝐜𝐤: Your branding doesn’t communicate what you want it to 
🚀𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: We use competitor and audience analysis to create a visual identity that targets the right people, with the right message, in the right way.

❌𝐑𝐨𝐚𝐝𝐛𝐥𝐨𝐜𝐤: You want to launch a digital product but you don’t have what you need in-house
🚀𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: We’ve created and launched over 40 ready-for-market digital products — including fintech and education products. Let us act as a plug-in to your marketing or product teams, and work with them to bring your vision to life.

Sound good? Visit our website (raw.studio) to:
👉check out our client testimonials 
👉read case studies 
👉get to know our processes.

Or, if you prefer to just dive in, email me to book a free strategy session.

Founder & Director

WDX (Web & Digital Experience) - f.k.a Sydney Designers

Sydney Designers Meetup is a meetup of Sydney-based designers enthusiasts. We share and talk about design and everything related. More infos: https://sydneydesigners.org 

My role: 
I'm genuinely passionate about sharing and connecting with people. I organise the meetup every month and bring on amazing speakers for people to learn but most importantly to connect and network.

Main Organizer

KeyPay Cloud Payroll & Workforce Management

Disrupting payroll via design. Leading the design team to shape the future of cloud payroll.

Lead Designer

Leading the Design in KeyPay. Redesigning every part of the app. Product, and Visual.

Senior Product Designer

vyte.in

Vyte.in is the best way to plan an event with a group of people. From a business meeting to a nigtht out with friends, vyte.in will make the process of organizing much smoother. Forget endless email threads and doodle, and sign up for the beta: http://vyte.in

Product Designer & Co-Founder

Philippe HONG

Freelance Creative Designer UI/UX & Front-end Developer. Clients: Snappr, Apptimize, BETC, Popsy, Sanofi, Badoit, Schneider Electric, etc..

Freelance

Airtasker

Product Designer in charge of the Mobile Product (Web, iOS and Android). User experience and Front-dev

Product Designer

Coeurs et arts

Art Director

MRM Worldwide

Budgets : Nespresso, L'Oréal, Chimex, Materis, Auchan, Opel, Michelin…

Junior Art Director

I create brands & digital products that convert. 

I’m the founder of Raw.Studio —  an award-winning branding and design service with a reputation for innovation. In 2019, we became one of the first companies in Australia to take a data-driven approach to UX and UI design. 

𝐓𝐡𝐞 𝐑𝐚𝐰 𝐭𝐞𝐚𝐦 𝐡𝐚𝐬:
🚀 worked with major brands including Westfield, IAG and ZipPay
🚀 helped our clients raise over $300m in investment
🚀 built 40+ ready-for-launch digital products including an AWA award winning app
🚀averaged a 69% conversion rate uptake when working on established products

𝐖𝐡𝐲 𝐝𝐢𝐝 𝐲𝐨𝐮 𝐬𝐭𝐚𝐫𝐭 𝐑𝐚𝐰.𝐒𝐭𝐮𝐝𝐢𝐨?
When I moved from France to Australia in 2015, I got involved with the Sydney startup community. I met hundreds of friends, mentors and business connections, and became a go-to person for questions on UX, UI and front-end development. 

I also got to know experts in the data-science and analytics world— and learn how they were using data-insights to drive unbelievable outcomes in areas like marketing and merchandising.

When I started incorporating more and more data-insights into my design work, the results were impossible to ignore. My work looked better and performed better. I realised very quickly that data was the future of design … and I wanted to be part of it. 

I created Raw.Studio to make that happen.

𝐎𝐮𝐫 𝐫𝐞𝐬𝐮𝐥𝐭𝐬 𝐬𝐩𝐞𝐚𝐤 𝐟𝐨𝐫 𝐭𝐡𝐞𝐦𝐬𝐞𝐥𝐯𝐞𝐬:
📈Education app 1Question came to us with an idea and a few early design concepts. They left with a completed digital product that raised $1.94m in investment.

📈Property management platform Propper asked us to help them reposition themselves in the market. Our data-driven design and branding strategy led to a 100% increase in their conversion rate.

📈Photography SaaS Snappr wanted our help to transform its user experience. Our UX and UI updates helped them quadruple customer satisfaction and reach the coveted #1 slot on Product Hunt. 

𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨 𝐚𝐜𝐡𝐢𝐞𝐯𝐞 𝐬𝐢𝐦𝐢𝐥𝐚𝐫 𝐫𝐞𝐬𝐮𝐥𝐭𝐬, reach out. We can organise a free strategy session. Or, if you’re not ready for that yet, we can just have a chat. I’m passionate about startups and products in the digital space, and I would love to hear more about your team and what you do. 

 🌐Send a DM

The last 5 years of running my business have been a rollercoaster of very high up and very down low. From AFR Fast Starter, achieving close to 2M in revenue a year, launching a massive design conference, and having massive mental burnout, it taught me something very important. 

You need to truly understand your WHY of doing business. 

The true reason WHY you are doing business in the first place. The first spark that will guide you to your North Star mission.

At the end of the day, if you don't have a clear WHY from day 1, you don't really have a clear direction for yourself and most likely doing business from necessity. 

I want to help the next generation of entrepreneurs in this journey.

I'm looking for 10 young entrepreneurs who are starting out and want a bit of guidance. I'm happy to give some of my time and share my wisdom. (just looking to mentor and to give back). 

Are you one of them? Give me a DM or comment below.

Philippe Hong

Helping the next generation of entrepreneurs & leaders — Entrepreneur, Investor & Mentor | Raw.Studio | Uptime Media | AFR Fast Starter 23

Men are facing a significant epidemic of loneliness.

Things I'm doing to fight back:

1. Reaching out to people
It's incredible how a simple "Hey what's up?" message can rekindle a lost connection or initiate an unexpected conversation.

2. Seeking out new interests
It's never too late to try something new; this is often the best way to connect with like-minded individuals.

3. Do not rely on social media
Social gives a false sense of connection. We are not connected; we are just consuming information. People often ask me to post more on IG to see what I do. I ask them why they don't ask me directly. 

4. Making it a priority
Work has always been a priority for most. Let's change that. You have lunch with a friend, but a work thing happened? The work thing can wait. A friend is always here when you need it, not your job. 

Let's make a difference.

During one of my coaching sessions, I was asked the question, "How do you retain employees?"

Here’s what I shared:

There are three key factors that people consider when evaluating a company: 

1. 💸 Salary: This is the most obvious factor. If you can offer competitive pay, employees are more likely to stay. However, sometimes, salary alone isn’t enough. 

2. 🎯 Purpose: Many employees seek out companies that aim to set high standards, disrupt their industry, or make a positive impact on society. This sense of purpose can be a significant motivator.

3. 💃 Culture: A company with an inclusive, enjoyable, and easygoing culture is highly attractive. If stress does not stem from the work environment and employees can achieve their goals while also having fun, it can be a major reason for retention. For many people, a positive culture is a top priority. 

Try to excel in at least one of these areas. If none of these factors are your focus, you're likely to experience high employee turnover.

What is something that you did that reduced employee turnover? 

PS. Thanks Patrick Chu 💸, for your openness about your problem 🙏

Let's embrace the journey we’re all on—these experiences do NOT define your career success:

- Seeking help when overwhelmed
- Taking sick days
- Prioritizing mental well-being
- Exploring new opportunities
- Not working 7 days a week
- Having a burnout
- Investing your time in raising children
- Parting ways with a poor manager
- Redundancy
- A demotion

What feels challenging now could very well be a stepping stone to your future success!

I'm now stepping new horizon even after a successful business. 

Life's an adventure. Let's enjoy it!

While thinking about what my next thing would be, I asked myself, what is something I wish I had when I started my business?  
 
The answer: Peers I can talk to who are at the same stage as me.  
 
We often only see the shiny part of being an entrepreneur: all the wins, money, and glory. We either choose to hide or not share the not-so-shiny parts.  
 
But entrepreneurship is everything. It's a rollercoaster of emotions with super highs and super lows.  
 
Having people from whom you can learn and bounce ideas is one thing I wish I had when I started.  
 
I'm creating a free but vetted community of serious business founders who want to be part of something more meaningful than just a sales networking group.  
 
Business is a team effort, as Reid Hoffman said in his last podcast (DOAC).  
We don't have to do this alone.  
 
Sign up for our waitlist at founderfoundry[dot]com 👊🔥

Learn from this $20M branding disaster! 

Imagine waking up one morning, grabbing your usual carton of orange juice, and... it’s gone.

Instead, there’s a sleek, modern box you don’t recognize. You look closer. It says Tropicana—but it doesn’t feel like Tropicana.

That’s exactly what happened in 2009. And the fallout? A $20 million disaster in just a few weeks.

Here’s what went down—and three timeless branding lessons we can learn from it:

1. Don’t Mess with What Works
Tropicana’s original packaging wasn’t just a design—it was a symbol:

The orange with a straw screamed freshness.
It was recognizable from across the supermarket aisle.
Customers had a deep emotional connection with it.
When the new “clean” look dropped the iconic image for a minimalist glass of juice, customers were confused. The design was modern, but it didn’t tell the same story.

The result? Tropicana lost its identity—and its customers walked right past it.

2. Test, Test, and Test Again
Rebranding isn’t the problem. Doing it blindfolded is.

Tropicana underestimated how attached customers were to the original design.
The new look wasn’t tested enough with real consumers.
Had they run more feedback sessions, they’d have learned this: the minimalist carton looked generic. Customers couldn’t distinguish Tropicana from its competitors like Simply Orange.

Testing could’ve saved them $20 million and countless loyal customers.

3. Branding Is About Trust, Not Just Looks
Your brand is more than a logo. It’s a promise.

Tropicana’s rebrand broke that promise.
Customers no longer recognized or trusted the product on the shelf.
In one move, Tropicana lost decades of hard-earned loyalty. Because when customers can’t “see” your brand, they won’t buy it.

As Peter Arnell, the man behind the redesign, later admitted:

“We underestimated the role of familiarity. That trust is sacred.”

Sales dropped by 20% in just two months.
Tropicana had no choice but to bring back the original design.
It was a costly mistake, but one that offered a powerful reminder:

🧃 If your brand already works, don’t fix it. Respect what makes it resonate.

The Takeaway
Branding is about emotion, familiarity, and trust. Change can be good, but only when done thoughtfully—with your customers at the table.

So next time you’re considering a big rebrand:

Listen to your audience.
Protect what makes your brand unique.
Test, test, and test again.
Because once trust is broken, it’s not just packaging you lose—it’s your people.

What’s your take? Was Tropicana’s rebrand bold, reckless, or a bit of both?

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Tropicana Branding Disaster by Philippe Hong

Successful founders understand the power of routine. 

It's not merely about managing tasks; it's about cultivating a focused rhythm that converts chaos into clear, actionable steps.

Many times, I have been in situations where I lost confidence in my vision only to gain more clarity as soon as I regained my routine. 

Building consistent habits can really spark innovation, boost your confidence, and make you more agile. In a world that constantly asks more of us, finding true success often comes from staying committed to those daily basics. It’s all about those little things we do every day!

What is your routine that makes you 1% better every day?

Something that I've been trying to do lately  when I get a lot of back-to-back meetings in order to reset and refocus on my next one:

A simple breathing technique called Box breathing, a technique inspired by practices used in the SEAL teams.

HOW: 
- Inhale for 4 seconds,
- Hold for 4,
- Exhale for 4.
- Hold for 4.
Repeat 2-3 times. 

This helps me refocus on my next meeting and dismiss distractions from the previous one.

Anyone using other techniques? Please share it 👇

Before you pour time, energy, and money into your idea, validate it properly.

Here’s how to do it:

1. Research on Google Trends
You don’t need a crystal ball—Google Trends gives you a glimpse into the future.

Type in your keywords.
Check if people are searching for them consistently.
Look for clear upward trends (not just spikes).
This is a fast way to understand whether your product will still be relevant months or years from now.

2. Find Free Industry Reports
Why guess when you can gather real data?

Google “[Your Industry] Industry Report.”
Download free samples or summaries.
These reports often contain trends, challenges, and opportunities you may not have considered.
Pro tip: Combine this data with your Google Trends research to refine your idea further.

3. Talk to Real Customers
Your customers hold the answers—but don’t spoon-feed them your questions.

Have casual, open-ended conversations.
Avoid asking directly about their "problems."
Let them naturally bring up pain points, frustrations, or desires.
This removes your bias and uncovers insights you might have missed.

4. Validate With Payments (Not Promises)
Talk is cheap. Validation only happens when people open their wallets.

Don’t trust “Oh, I’d definitely buy this!” comments.
Pre-sell your product/service before you create it.
If people pay, you’ve found something real.
If they hesitate or make excuses, you may need to tweak your offering—or revisit your problem.

5. MOST IMPORTANTLY: Choose a Problem That Excites You
Passion fuels perseverance. If the problem doesn’t light you up, you’ll burn out.

Solve something that directly affects you.
Make sure it connects to your own experiences, frustrations, or passions.
Your personal “why” will keep you going during tough times.
Without this, you risk losing interest after the initial buzz fades.

Your business doesn’t need to be perfect from day one—but it does need to solve a real problem. Validation is how you make sure you’re building something worth your time.

—

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Research Essentials Tips by Philippe Hong

Sometimes, the best managers are Individual contributors.

Don't underestimate the people that are already working for you. They are the backbone of your organisation. These individuals often know the ins and outs of your processes better than anyone else. Their expertise and dedication can drive innovation and efficiency without taking on traditional management roles.

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