The Team

We are a partnership of domain experts bound together with the zeal of building successful brands in Asia!

Anjali Grover

Brand Strategist

Anjali is an established brand strategist with a background in business strategy, innovation and customer experience design. Intimately tuned to future market trends, Anjali combines brand strategy and design to harness the power of brand and drive business growth. Experienced in cross-functional team engagement, she helps her clients deliver a differentiated on-brand customer experience across all touch points.

Anjali's core expertise lies in instilling stakeholder ownership and commitment to identify and deploy marketing and cultural enablers to rally the organization behind a common brand vision. She has been building brands for over 25 years in multiple markets in Asia. This has honed her  ability to discern cultural nuances that impact success and navigate through them.

Anjali worked for FutureBrand and A.T. Kearney, before she founded Grower Consulting in 2006 (renamed  Incrementum in 2020). She has an MBA degree from the IIM-Ahmedabad, India, and a Masters in Coaching and Consulting for Change from INSEAD.

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Sylvia Cardim de Melo

Creative Partner

São Paulo-born, US-educated, European-groomed, and Asia-tested, Sylvia is a global brand strategist, fascinated by brands rooted in culture, stories and purpose. Passionate about helping brands become relevant in people’s lives, Sylvia has always followed her own passion. While working for WPP’s The Partners in Singapore, she took the plunge and traded in her 8-year corporate life in marketing and strategy to start her own business, consulting for brands in Europe and Asia.

Today, she calls Lisbon home. Industry and country-agnostic, Sylvia enjoys every challenge thrown at her. Over the past 18 months, she has worked with 30 clients across hospitality, food & beverage, fashion, tech, and arts & culture sectors.

A key player across the entire branding journey, Sylvia’s value lies in interpreting data, trends and emotions, and leveraging that to power intuitive, yet compelling, brand identities.

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Choo Kah Ying

Communications Partner

With nearly 20 years of experience in the publishing industry, Ms. Kah Ying Choo is a published author with four books under her belt and countless articles. As a seasoned copy editor, copy writer, and writing consultant, with individual and institutional clients from all around the world, Kah Ying is the consummate wordsmith.

She is driven by an incessant quest to capture the precise intent of her clients based on her ability to enter their worlds and see things from their perspectives

Whether you need a proposal requiring impeccable craftsmanship, a lofty speech to deliver an unforgettable experience, an inspiring mission statement to steer an organization forward, or an indelible slogan that will be seared into the minds and hearts of customers, you can count on her to rise to the occasion.

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Rich Cleeve

Technology Partner

Rich has been building websites & web applications since the early days of the internet. With a strong focus on User Experience Design, he has delivered a broad range of simple to highly complex projects to government agencies, blue chip customers, medium sized enterprises and startups.

Enterprise experience includes projects for Wiley Publishing, the Chartered Institute of Securities & Investment, Department of Energy & Climate Change, and more.

Startup projects include OnTrack for financial analysis & retirement planning, Orchard Credit for loans processing, and a platform for supplier & project management for the construction industry.

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Beliefs that bind us together


Life is complex. To produce an indelible impact on a customer takes ingenuity. This is why we believe in offering solutions that are 'simple' to understand and execute, while exerting a far-reaching impact.


Brands need to appeal to both the customer’s 'heart and mind'. Our aim is to build endearing and enduring brands that balance the yin and the yang.


We take pride in outdoing ourselves every time to produce results that surpass our peers with guaranteed all-round, premium-quality deliverables.