About me
Pursuing answers and ideas with empathy
I’m a passionate strategist exploring unexpected paths, finding patterns and movements in culture that make brands and businesses more in tune with their audience. I’m driven by the power of curiosity and openness to understand what people think, feel and do and how brands can have a positive influence in changing behaviours and creating new rituals.
At the core, my marriage of creativity, receptiveness and lateral thinking underpins how I like to approach projects
I'm a strategist that reads deep and wide, listens with intent and thinks about the long term from the outset. This could be developing a sonic identity for a Raf Simmons’ runway show video or innovating Korean corporate learning by breaking down the military-style working hierarchy to encourage intergenerational sharing and knowledge building.
Projects credited in
- King's Road, LondonBranding London’s most iconic street. New brand identity and website for King’s Road, building on themes of reinvention and evolution. A bold typographic system reflects the road’s historic elements of ‘monarchy’ and ‘anarchy’, while the primary colour palette shouts King’s Road’s new identity from the rooftops.
Work history
Brand StrategistWinkreative
London, United KingdomFull Time
Brand and creative strategist working on:
Hyundai Motorstudio
Zurich Insurance
Shinsegae
Modissa
Mori Building
Aedes Real Estate
Nan Fung Group
Genetec
The Kings Road
St Moritz
Swarovski
Wattens, Austria
Heinemann Duty Free
Lufthansa
Skills
- Brand Strategist
- Creative Strategy
- Positioning
- Brand Experience
- Service Design
- Brand Architectue
- Copywiting
- Qualitative Research
- Quantitative Analysis
- Benchmarking