OuterEdit, do they just design t-shirts? Or are they Christmas tree designers? What started in 2011 as a graphic t-shirt design online company, has since morphed into a creative agency, with international brands Beam Suntory, Formula1 Grand Prix, in its portfolio. Not forgetting its roots here at home in Singapore, OuterEdit has also impressed us with its alternative sense on branding for local communities in projects such as Street of Clans, organised by Design Singapore, the Arts House takeover project: Passion made Possible, XPLR, the world of esports, and familiar names like OCBC and NTUC. We speak to our guests Ryan Tan and his wife Shermeen, and gain some insight into the enigmatic world of strategic branding.