Built from nothing to serve the Bangladeshi diaspora: identity, guidelines, go-to-market, all from a blank page. My direct fingerprints are on Singapore and the UK.
Bangladeshis living abroad move between two worlds, travel and remittance, and neither was well served by a single trusted brand. HomeTown was built to be that brand: travel and remittance in one place, designed specifically for the diaspora rather than adapted from GoZayaan's core product.
Identity, brand guidelines, go-to-market, all built from scratch, as a genuinely new brand rather than a GoZayaan sub-line. It now operates across Singapore, Malaysia, and the UK. The Malaysia launch ran without my direct involvement; Singapore and the UK were both taken to market by me.
Singapore and the UK were both markets I helped take HomeTown into. For Singapore, my part was the initial launch and go-to-market. What's happened with the market since has mostly been other hands, and I don't want to take credit for growth I wasn't driving. For the UK, my contribution was building the go-to-market presentation and launch plan the team used to bring the brand into a new market and audience. That launch is still in its early stages.
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