About Felicia Norfor

I didn't set out to become a creative strategist. I started as a girl Friday, trying to find something I wanted to do, until one day I was asked to help with an upcoming event.

What started as a tiny spark has become a fiery passion I carry with me every day.

Over the last two decades, I've spent my career shaping experiences, crafting messages, and building brand moments that move people. From watching a story come alive across an event floor, to knowing a message landed not because it was loud, but because it was real. These are the moments I live for.

One of those moments that will always stay with me is the Singapore Bicentennial. It was not just a once-in-a-lifetime project. It was a privilege to be part of a storytelling effort so significant for our country, and a reminder of why this work matters.

Marketing and events don't happen in isolation. They are built through collaboration, trust, and a hundred decisions that need everyone's attention.

Depending on what the work calls for, I bring in a trusted circle of creatives, producers, and specialists who care deeply, think critically, and sweat the small stuff so you don't have to. You get one point of contact from the first conversation to the final deliverable, and someone who is genuinely invested in the outcome.

People often ask why Phoenix. It's a nod to where I come from, a name lovingly given by my grandmother, and a part of my Chinese heritage I carry proudly. It's not just a business name. It's a reminder of who I am, what I've been given, and what I hope to pass on through the work I do.

Rising again and again, not always with fanfare, but with purpose, with heart, and with the belief that every idea, message, and experience we create should have meaning.

Being a multipotentialite means there's always something on the side burner. Alongside client work at Phoenix Creates, I'm building and growing ventures that reflect different sides of what I care about.

StoryVerse Land is a personalised children's book brand that brings the magic of storytelling to young readers. Curio Bite is an edtech app designed to spark curiosity in teenagers through bite-sized learning. Both are passion projects with real purpose behind them. I'm also constantly tinkering with AI tools, content systems, and quieter ways to build community and give back through mentorship.