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Thea Kristina Pabuayon

@theakristina_pabuayon

I build brand systems, launches, and campaigns for technology platforms, digital products, education, and consumer services.

Philippines

Message

I've led brand transitions, launches, and creative systems for nōna, NoneAway, TOKI, Pick.A.Roo, and MINT College. At nōna, I led the transition from NoneAway, shaping its positioning, messaging architecture, brand identity, and platform launch rollout.

Across 20+ years, I've translated product and business objectives into brand experiences across digital campaigns, websites, social media, email, and marketing touchpoints. I also lead multidisciplinary creative teams and develop visual standards, campaign frameworks, and customer-facing communications.

Experience

Work history, roles, and key accomplishments

Creative and Brand Lead

NoneAway

Jan 2025 - Jan 2026 (1 year)

Directed the brand and creative evolution of NoneAway, an AI-powered real estate platform. Developed go-to-market strategies and campaign frameworks supporting product launches and platform initiatives.

Brand Strategy Creative Direction Go To Market Strategy Campaign Development Creative Systems Social Media Digital Campaigns Websites Email

Creative and Brand Lead

nōna

Jan 2025 - Jan 2026 (1 year)

Led the full brand transition from NoneAway to nōna, defining the new brand direction and identity. Developed the brand's positioning and messaging architecture and led the development of the nōna brand system.

Brand Strategy Brand Identity Positioning Messaging Architecture Visual Systems Creative Direction Go To Market Strategy

Creative Lead

TOKI

Jan 2023 - Jan 2024 (1 year)

Led brand and creative direction for TOKI, a digital collectibles marketplace. Developed creative concepts and visual systems for product launches, campaigns, and marketplace communications.

Creative Direction Brand Identity Visual Systems Campaign Development UI UX Design Brand Assets

Creative Director

Pick.A.Roo

Jan 2020 - Jan 2023 (3 years)

Built Pick.A.Roo's brand identity and visual system from scratch, establishing creative direction and design standards. Led a multidisciplinary creative team and directed creative across Facebook, TikTok, and the website.

Brand Identity Visual Systems Creative Direction Team Leadership Social Media Campaign Development Facebook TikTok Websites

Creative Director

MINT College

Jan 2010 - Jan 2019 (9 years)

Led institutional brand development and creative direction across the college's marketing and communications materials. Directed website strategy and digital creative initiatives to strengthen the institution's online presence.

Brand Development Creative Direction Website Strategy Digital Creative Team Management Visual Standards