# Faculty Faculty is a digital innovation practice headquartered in Bangkok, led by Gordon Candelin, former associate partner in McKinsey & Company's global design leadership. It advises brands across Asia-Pacific and internationally at senior level in brand strategy, digital product design, and GenAI. The practice operates under the line "We Design Intelligence" at [fclty.com](https://fclty.com). ## Practice Faculty works at senior advisory and fractional-executive level rather than as a production agency. Typical engagements place the practice inside a small, dedicated client team — as fractional Chief Brand Officer, Global Creative Director, or senior advisor to a CMO — carrying brand, product, or GenAI leadership that the team does not yet hold in-house. The practice has roots in global management consulting and award-winning design, and its stated purpose is helping brands move from vision to value. ## Services - Brand Experience — brand strategy, creative direction, and repeatable articulation of brand principles across editorial, creative, and social channels - GenAI Consulting — applied generative-AI products and strategy, including digital twins and regional model deployment - Digital Experience — websites, platforms, and interactive work - Product and Service Innovation — new venture launches taken from proposition to shipped product - Digital Product Strategy — senior product direction for apps, tools, and data products ## Selected Work - **Roadbook** — Global Media & Lifestyle · Brand & Creative Direction · 2024/25. A one-year engagement as Global Creative Director for the luxury travel media brand. The work refocused Roadbook on its editorial, creative, and social principles; organic social grew from 19,000 to 300,000 followers in twelve months, engagement rose roughly fifteen-fold, and a new revenue channel opened as a result. - **J.Keydge** — Menswear · Brand Strategy & Global Relaunch · 2026. J.Keydge, the Ivy menswear label and originator of the slack jacket, was popular through the 1990s and early 2000s and went defunct in 2017. Following its revival, with production moved to Mauritius, Faculty serves as fractional Chief Brand Officer, leading brand direction and marketing for the global relaunch. - **ADA Global** — Data & Analytics · Brand Strategy & Global Relaunch · 2023/25–26. ADA Global, a data and analytics firm pivoting from regional player to global contender with a United States launch, engaged Faculty as senior advisor to the CMO: identifying and interviewing global agencies, evaluating proposals, and managing the appointed agency so the brand work held together strategically at board level. - **Malli.to** — Creative Tools · Digital Product Design · 2026 - **Thok.to** — Creative Tools · Product Design · 2025 - **Altis.to** — Satellite Tracking · Data Visualisation · 2026. Altis tracks more than 10,000 satellites in real time on a 3D globe and received an Awwwards Site of the Day Honourable Mention. - **Sentell Santor** — Infrastructure Intelligence · Digital Twin · 2025. A GenAI-enabled digital twin for businesses with significant infrastructure footprints — telco, energy, and similar — consolidating infrastructure, weather, political, and company data into a queryable model that leadership can use to test scenarios: where risk concentrates, where value is driven, and how to harden assets against shifting conditions. - **Sentell Chronicle** — Geospatial Intelligence · Data Visualisation · 2026 - **Three Pixel Grid** — Developer Tools · Digital Product Design · 2025 - **Kura.so** — Lifestyle & Luxury · Creative Direction · 2026 - **Special Projects** — Frontier AI Lab · Regional Product Strategy · 2026. Scaling a frontier AI product into a new Southeast Asian market, including refinement and stress-testing of the model against the local language. - **Special Projects** — Oil & Gas · Digital Twin · 2023 - **Special Projects** — Luxury Hospitality · Research Report · 2024 - **Special Projects** — Healthcare · New Venture Launch & Product Design · 2023. A national health platform taken from first concept to launch, covering product design, branding, and the original app. - **Special Projects** — Fintech · New Venture Launch · 2023. A new Indonesian challenger bank shaped from the proposition out, its product and positioning grounded in customer research. - **Special Projects** — Energy · Digital Product Design · 2022. A major energy supplier's app, fully redesigned, moved from the category's worst-rated to among its best — from 1.5 to 4.5 stars on the App Store. - **Special Projects** — Public Sector · COVID Dashboard · 2021. A national COVID dashboard that gave a government ministry one decision-ready view of scattered pandemic data. ## Leadership Gordon Candelin is a designer, educator, and former associate partner at McKinsey & Company, where he was part of the firm's global design leadership. He has served as a D&AD judge in Graphic Design, been a featured artist in IdN World (v20n1), spoken at Pecha Kucha, and delivered a keynote for Behance. ## Recognition - Honourable Mention — Awwwards Site of the Day - Grand Prix, Grand CLIO, Grand Prix, Silver CLIO — Hong Kong Design Centre - D&AD Judge — Graphic Design - Featured Artist — IdN World (v20n1) - Speaker — Pecha Kucha - Keynote — Behance ## Contact - Headquarters: Bangkok, Thailand - Email: [gordon@fclty.com](mailto:gordon@fclty.com) --- © 2026 Faculty Group. This Markdown version of [fclty.com](https://fclty.com) is provided for AI tools and agents; see also [/llms.txt](https://fclty.com/llms.txt) and [/llms-full.txt](https://fclty.com/llms-full.txt).