Trixy.& Turns Two: The Story Behind The Name

23 September 2026 marks two years since Trixy.& officially became a company.

It feels slightly strange saying Trixy.& is only two years old because the experience behind it obviously did not start two years ago. I have been working in marketing for more than 20 years, across different industries and through a time when marketing looked very different from what it does today.

Eventually, I decided to take all those years of experience and do something of my own.

And that became Trixy.&.

Today, I work across marketing strategy, content creation, social media, branding, websites and events for businesses in Singapore. Which also means my days can look completely different from one another. I can be building a website in the morning, writing content after lunch and standing at a filming session wondering whether we managed to get that one shot we needed by the end of the day.

I actually like it that way.

Why Is It Called Trixy.&?

I get asked this every now and then, so yes, there is actually a meaning behind the name. 😂

Firstly, it is pronounced Trixy Ampersand.

The & represents Trixy & the client.

That was important to me because I never wanted Trixy.& to operate like an external marketing vendor where a brief comes in, something gets produced and that is the end of it.

I tend to get quite involved.

I want to know what is happening in the business, what the client is trying to achieve, what customers are responding to and sometimes even what is happening operationally because all of that eventually affects the marketing.

Technically, of course, & simply means “and”. There is no special dictionary definition saying an ampersand means a closer relationship.

That part is mine.

I chose it because I liked what it represented visually: two sides connected.

That is essentially how I work with my clients. I may not be sitting in their company every day, but when I am working on the business, I want to understand it well enough to think with them rather than just execute something for them.

Hence, Trixy & the client.

Okay, Then What Is The Dot For?

This one is quite funny because I cannot pretend that I sat down years ago and developed some profound philosophy for the dot. I didn't!

But looking at Trixy.& now, I think the meaning has developed along with the company.

For me, the dot has become about getting to the point and getting things done.

There can be a lot of talking in marketing. Strategies, meetings, ideas, plans, another meeting about the previous meeting...

Eventually, something actually has to happen.

The social media campaign needs to go out. The website needs to work. The content needs to be filmed. The artwork needs to be produced. The event needs to happen.

I have always been quite hands on, so perhaps the dot suits Trixy.& more than I originally realised.

Plan it properly, get to the point and then do the work.

And No, The Last Two Years Have Not Been All Sunshine And Rainbows

Of course there have been good moments.

There have also been plenty of frustrating ones.

Things do not always go according to plan. Timelines move. Something that should take an hour somehow eats half your day. You can spend ages working on an idea only to realise it is not going to work. And running your own company means that while you are busy doing the actual client work, there is still an entire business sitting behind it that also needs your attention.

That part does not always make it onto social media.

But I think the frustrating parts have taught me just as much as the successful ones.

I have become clearer about the kind of work I want to take on, how I want to work with clients and where I can actually add value instead of simply saying yes to everything.

And after more than 20 years in this industry, I am still learning because marketing refuses to sit still anyway.

Just when you think you have figured out one platform, something changes. Then another platform appears. Then AI comes along and changes half the conversation again.

So we adapt.

Marketing Is Not Always Done Behind A Desk

One thing I have enjoyed about building Trixy.& is that my work is not confined to sitting behind a laptop all day.

Yes, a huge amount of it happens there. Marketing planning, content calendars, copywriting, designs, websites, reports and all the other things currently fighting for space amongst the tabs on my screen.

But sometimes I am on site for a filming session. Sometimes there is an event. Sometimes I am coordinating something that falls within my scope, and sometimes I simply need to be there to see what is happening.

I think being on the ground makes me better at the work I do behind the screen.

You understand the business differently when you actually see things happening rather than only reading about them in a brief.

And for someone who creates content, that matters.

The Other People In Trixy.&

This second year has also made me particularly aware of the people around me.

Trixy.& may technically be my company, but there have been people behind me who have helped in ways big and small, especially over this past year.

They have listened when I was frustrated, helped when I needed it, put up with the strange hours and supported some of the things I wanted to do simply because they knew they mattered to me.

Some of them probably do not even realise how much of a difference they made.

So when I look back at year two, I cannot really talk about Trixy.& without acknowledging them too.

Which, now that I think about it, brings me right back to the ampersand.

Perhaps Trixy & the client was where the name started.

But there have been quite a few other people on the other side of that & along the way.

And I am very grateful for them.

So, happy 2nd birthday, Trixy.&

Two years down.

Let's see what year three brings.