A different culture can change the whole meaning.
A message can be perfectly translated and still miss the point. The words make sense, but the assumptions behind them don’t travel.
That’s the part of the work I’m interested in.
I’m Siyu Tian, founder of LOCHĀVA. I help brands sharpen their positioning, find a relevant story and decide how to communicate it—with particular expertise in China and Chinese–English communications.
Looking beyond the words
I grew up in China and have lived in New Zealand, the UK, Australia, Nepal and Tibet. Living between different places has made me attentive to what people take for granted: what needs explaining, what feels persuasive and what earns trust.
I bring that attention to a brief. What does this audience already understand? Why should they care? Does the story need translating—or rethinking?
Sometimes the answer is a different message. Sometimes it is a clearer offer, stronger evidence or a decision to stop saying something that isn’t useful.
Finding the story worth telling
My work has taken me from international brands to organisations working with specialist knowledge and cultural traditions. The subjects vary, but a recurring challenge is recognising which parts of the organisation’s story matter outside it.
A journalism background taught me to ask better questions and look beyond the first answer. More than a decade in content and marketing has taught me that good writing can sharpen a proposition, but it cannot substitute for one.
Through LOCHĀVA, I work with brand teams and agencies on positioning, content strategy and editorial direction. I challenge a brief when the audience, the evidence or the purpose needs more thought—and explain the reasoning behind my recommendations.
Close enough to the work to make it better
A strategy needs to help someone make decisions: which story to lead with, which channel deserves attention, what to leave out.
I stay close to the editorial work because that is where those decisions become visible. I can guide a team, shape a brief or develop selected content myself. The aim is a clear direction that holds up when the work gets made.
Curious about AI. Specific about its purpose.
I use AI to explore ideas and develop content, and I’m testing where it can make research and editorial review more useful.
I’m also exploring the other side: how a brand’s expertise is represented when people look for answers through AI-assisted search.
The questions matter more than the label. What can we learn? What needs checking? Does the result say something useful and distinctive—or repeat what is already everywhere?
That is the judgment I bring to the process.
What does your brand need to say next?
If you’re reaching a different audience, reconsidering your positioning or looking for a stronger content direction, let’s talk.
What’s LOCHĀVA?
Lochāva, derived from Sanskrit लोकचाक्षुस् or ལོ་ཙཱ་བ། in Tibetan, means eye of the world, one who opens the eyes of the world, translator [world-eye].
It's a word that carries auspicious meaning and our aspiration to be the one that opens a heart, unlocks an opportunity, and bridges a gap.