Joshua is a founding partner and Executive Creative Director of Rice, a Vietnam-based strategic branding company. He believes that strategic, excellent branding and design have the power to elevate extraordinary stories, transmit them around the world, and create positive impact. Rice’s portfolio includes award-winning work for Unicef, Uber, and Uniqlo, as well as iconic Vietnam-based brands like Marou Chocolate and 4P's

Joshua’s work has received accolades from D&AD, Red Dot, Graphis, Type Directors Club, Pentawards, and the Dieline. Joshua’s work has been published in leading publications such as Monocle, Wallpaper* UK, BRAIN (Japan), It’s Nice That, and PRINT, as well as in books from Taschen, Gestalten, Victionary, and Counter-Print.

With a passion for creating ever better ways to tell extraordinary stories with his growing team, Joshua speaks internationally about design as a change-maker, as well as sustainability and inspiration in general. Joshua's support of sustainability initiatives led him to create Mãi, a project that transforms up-cycled plastic waste into meaningful and beautifully designed objects and furniture.