Koto appoints Melissa Baillache as ECD
Melissa Baillache joins Koto as executive creative director.
The announcement:
Just one month following its official launch in the APAC region, brand and digital studio Koto is excited to announce the appointment of Melissa Baillache as executive creative director for its Sydney studio. Melissa, formerly executive creative director at For The People, reunites with Damian Borchok, with whom she had a successful eight-year collaboration.
In her new role, Mel will spearhead Koto APAC’s creative efforts, working closely with Damian Borchok, Koto APAC managing director, and Gerald Torto, senior strategy director, as integral members of the studio’s senior leadership team. Their primary objective is to expand Koto’s presence in key regional markets, including Australia, India, Singapore, and South Korea.
With over 15 years of experience spanning branding, digital, and advertising, Mel brings a focus on turning challenges into transformative solutions that prioritize human experiences. She firmly believes in design’s capacity to challenge conventional thinking and drive meaningful change.
Mel’s diverse portfolio includes collaborations with a wide range of domestic and international clients, such as Culture Amp, Macau Grand Prix Museum, NSW Government and Women’s and Girls’ Emergency Centre. Her work encompasses the creation of new brands, the design of immersive physical experiences, and the reimagining of products. Notable recent clients include Netflix, Tech Central, Sydney Film Festival, Blue Mountains Council, and The U Group.
Mel’s work has garnered recognition from various international award bodies, including D&AD, New York Type Directors Club, Best, and AGDA. She is also committed to design education as a D&AD New Blood mentor and guest lecturer, dedicated to nurturing the next generation of creatives.
“Koto is that rare type of business that chooses to lean all the way in to an optimistic and creative culture to create brands that better serve both clients and the people they exist for. And the work is world class. So, the opportunity to build on their already impressive track record with a distinctive APAC flavour is a very compelling one if you ask me. One impossible to say no to. I couldn’t be more excited to join Koto in this new chapter, partnering with the brilliant leadership team of Damian and G.”, explains Melissa Baillache.
“It’s great to be working with Mel again. We both see so much potential to build on Koto’s reputation for collaborating with startups and scaleups looking for breakthrough success. APAC is home to some of the most dynamic economies in the world. We’re keen to be part of making it equally one of the most dynamic regions for brands. ” says Damian Borchok.
Founded in 2015 by Caroline Matthews (COO), James Greenfield (CEO), and Jowey Roden (CCO), Koto has enjoyed an impressive trajectory, growing from a 3-person brand studio to a global powerhouse with a global team of over a 100. With offices in Berlin, London, Los Angeles, New York, and now Sydney, Koto secured rapid recognition for its transformative rebranding work for Airbnb, led by James Greenfield, Koto CEO, who served as the project’s ECD. The studio’s momentum has grown steadily, recently delivering impactful projects for global brands such as Amazon Music, Discord, Glassdoor, Netflix, and Whatsapp. Beyond that, Koto fuels startups with distinctive, culturally relevant brands, exemplified by the likes of Bolt, BackMarket, and Meatable, catalyzing their ambitions to reach new heights.
Koto is dedicated to building optimistic brands that are true, compelling, and distinctive. Their service offering covers three pillars, from brand strategy and identity to digital and campaign work. The studio leverages deep immersion and strategic thinking as the foundation for ensuring relevance and creative excellence in every project it undertakes. This approach has attracted top-tier leaders from tech sectors, spanning both B2C and B2B domains, who seek to shape or reboot their brand identity and narrative.
Source: Koto
