Joshua is founding partner and Executive Creative Director of Rice—a Vietnam-based strategic branding company. Joshua believes that excellent, strategic design can transform organizations, give shape to extraordinary stories, and make positive impacts. Rice is known for creating Vietnam-based brands such as Marou Chocolate, as well as award-winning work for Baemin, Unicef, Uber, and Uniqlo.

Joshua is a proud member of AGI. His work has received accolades from Red Dot, Graphis, Type Directors Club, Pentawards, the Dieline, A’Design, Brand New, and an IDA award for “Graphic Design of the Year for UNICEF Vietnam.

Broadcasting creativity from Vietnam, Rice has been published in Monocle, Wallpaper* UK, BRAIN (Japan), IdN, as well as in books from Taschen, Gestalten, Victionary, and Counter-Print.

Joshua has spoken internationally about design as a change-maker—as well as sustainability, and inspiration in general.