Independent brand strategist & organisation Consultant
Adding value to businesses by helping them navigate changes in consumers, categories, culture.
And what it means for the decisions they make next.
work that has shaped me
45+ brands
Services
Every project starts with a different question. A business may need a clearer position in the market. A founder may need a stronger point of view. A team may need a shared understanding of where things are heading. The work adapts to the situation.
Brand Strategy
Defining what a business stands for, how it is understood, and the role it plays in the lives of the people it serves.
Positioning Sprint · Brand Architecture · Founder Positioning
Brand Design
Translating ideas into identities, experiences and systems people can recognise, remember and choose.
Identity · Website · Packaging · Experience
Language & Content
Shaping the words, names and narratives that bring businesses, products and ideas into the world.
Naming · Verbal Identity · Content System
New Growth
Exploring emerging behaviours, evolving cultures and changing markets to identify opportunities for new brands, products and ventures.
Cultural Decoding · Opportunity Mapping
Internal Alignment
Creating spaces for teams to think, learn and see differently through structured conversations and collaborative exploration.
Team Alignment Sprint · Customer Decoding Workshop · Strategic Thinking Workshop
Categories shift.
Customers evolve.
Expectations move.
The signs are usually visible, the reason is often less obvious.
My work is about understanding those shifts and helping brands respond thoughtfully.
Selected Work
A selection of work across consumer brands, founder-led businesses and organizations
Positioning Strategy · Brand Story · Naming Strategy
Helping a counselling practice move from reflection to agency.
New Growth · Opportunity Mapping · Consumer Decoding
Exploring whether cuisine should define the business—or simply inform it.
Naming Territory Exploration
Translating founder chemistry into a strategic naming direction.
Perspectives
Observations on brands, behaviour, culture and organisations. Things noticed. Things questioned. Things worth paying attention to.
(essays and observations in progress)