The thought before action
Fikrah comes from the Arabic word for a considered idea — the kind that forms through reflection, intention, and genuine thoughtfulness.
It can mean:
a seed of something bigger
a thought that leads to change
an idea formed through contemplation and intellect
That meaning captures exactly what we stand for:
Fikrah — the thought before action.
We believe every brand deserves the space to think before it acts, to ensure that what it creates is inclusive, consistent, and true to its purpose.
Fikrah exists in that crucial space between strategy and delivery — where ideas become real, and small choices decide whether work connects or excludes.
Founded by Laurence Chung, Fikrah brings years of brand management experience across corporate, public and not-for-profit sectors. Our work combines brand discipline with accessibility insight, helping teams bring great ideas to life with clarity, inclusivity, and care.
Our Approach
Every project starts with a simple belief:
Execution is where intention becomes real.
We apply disciplined brand management to every stage of content creation — combining structured process with human understanding to keep great ideas consistent, accessible and effective.
Our work is guided by our four pillars of inclusive brand excellence:
Inclusion & Diversity.
Brand Excellence.
Execution Excellence.
Readability Confidence.
Our approach is structured enough to measure, and flexible enough to fit any brand team. It turns thoughtful intention into consistent, inclusive, real-world execution.
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We begin by understanding your brand, audiences and creative realities; how work is produced, approved and shared.
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We review your existing assets or campaigns against our four pillars to identify where consistency, accessibility or clarity break down.
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You’ll receive a clear, actionable set of improvements — ranked by impact and effort so your team knows where to focus first.
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We can stay on to help, refining assets, training teams or providing ongoing oversight through a Fractional Partnership.
What drives us
We believe brilliant execution is an act of respect for both the brand and the people it speaks to.
Our purpose is to make sure every brand shows up with integrity, consistency, and care — in every format, for every audience.