Simon is the founder and CEO of Equal Strategy, a Singapore‑based sensory branding consultancy established in 1998. For more than two decades, he has advised global corporations on creating consistent brand experiences across physical environments, exhibitions and live events through structured ambient scent and sound strategies.

Simon’s work centers on developing single‑scent approaches that scale across multiple touchpoints—from conference halls and product launches to corporate offices and international event portfolios. He balances creative intent with operational needs, integrating scent into venue infrastructure while meeting safety, compliance and performance standards.

Drawing on behavioral science and environmental psychology, Simon explores how scent influences guest perception, emotional response and long‑term brand memory. He partners with multinational brands across finance, healthcare and technology to create measurable emotional impact beyond visual design.

Simon has delivered a TEDx talk on sensory branding, been featured by BBC, CNBC and The Telegraph, speaks internationally on experience design and teaches at Singapore Management University.