My work is structured around core capabilities that connect strategy, identity, experience and storytelling into systems built to perform and scale.
Brand strategy & narrative
Defining positioning, purpose and architecture to set direction and align leadership.
Service design strategy
Structuring services, touchpoints and customer journeys to create aligned and consistent brand experiences across physical and digital environments.
Identity systems & design language
Building identity systems designed to scale across portfolios, environments and cultures.
UI & digital systems
Extending brand systems into digital products, interfaces and component based frameworks.
Experiential & spatial expression
Translating brand into environments, interactions and lived experience.
Personal branding
Defining clear personal narratives and visual positioning for founders, executives and leadership teams across digital, physical and public facing touchpoints.
Pitch & concept development
Shaping ideas and systems that help agencies win, from concept through to presentation.
Visual direction, image-making & film
Creating and directing imagery and film that supports the brand, from photography and visualisation through to AI-enabled filmmaking.
Process
The methods I use to structure thinking, align stakeholders and translate strategy into scalable systems.
Research & data
Gathering insights to inform direction and decision making.
Stakeholder interviews
Aligning leadership perspectives to define clear, shared direction.
Visual positioning
Defining how the brand should be perceived through visual associations and archetypes.
Brand platform
Establishing the core idea, narrative and principles that guide the brand.
Positioning matrix
Mapping competitive space to identify opportunity and differentiation.
Brand essence model
Distilling the brand into a clear core that drives all expression.
Brand architecture
Structuring portfolios and relationships to create clarity and coherence.
Customer journey
Mapping interactions to shape consistent and meaningful brand experiences.
Working with me
I work at C-suite and senior team level, partnering with agencies and organisations to define strategy and creative direction, then develop ideas through the full project cycle from concept through to production and delivery, while remaining hands-on throughout.
Available for fractional, freelance and full-time engagements.