I have worked for over a decade at the intersection of brand, business, and creativity, both in-house and as an independent consultant.
My experience spans heritage brands, artisanal projects, family‑owned businesses and purpose‑driven companies navigating growth and transformation. Always with a common thread: preserving meaning while building structure.
Hi :)
What I do
I help brands clarify what truly matters, so everything that follows can be built with intention.
I work with brands at pivotal moments: when they are defining who they are, reorganising their structure, or preparing for thoughtful growth. These are not moments that call for more action or speed; they require clarity, coherence, and direction.
My role is strategic and closely embedded. I accompany founders and leadership teams in aligning purpose, brand, and business, helping them make decisions that are consistent with what the brand believes, how it behaves, and how it wants to grow.
This work happens upstream (before execution, before campaigns, before visible change) because sustainable growth depends on a strategic foundation strong enough to hold it.
When my work is most useful
My work is most valuable when a brand feels that something important needs to be clarified, even if nothing is visibly broken.
I tend to step in at moments like these:
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The brand has a clear essence and good instincts, but lacks a shared strategic frame to prioritise, decide, and move forward with confidence.
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Expansion is on the table, but coherence, meaning and long‑term integrity feel non‑negotiable.
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There is talent, momentum, and ideas, yet creativity would benefit from clearer boundaries to focus efforts and avoid dispersion.
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An external perspective that can hold complexity, challenge assumptions, and support thoughtful, well‑grounded decisions.
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There is movement and pressure, but not always enough pause to decide with clarity and long‑term perspective.
That usually means I enter projects where there is complexity, some degree of tension, or a quiet sense that something is not fully aligned yet. These are rarely moments that call for more speed; they ask for more clarity.
My strategic framework
Every brand (and every moment) requires a different level of depth, pace, and focus.
That said, my work follows a clear strategic logic. Not as a formula, but as a way of thinking that helps bring order, meaning, and direction to complexity.
Reading the context
1
I start by understanding the brand’s reality beyond the surface: business model, history, internal tensions, ambitions, limitations, and unspoken risks.
Defining the core
2
Articulating the brand’s nucleus: its purpose, positioning, value system, and role in the life of its customer. This is where assumptions are challenged, and clarity starts to replace intuition alone.
Bringing structure and focus
3
Once the core is clear, priorities are set. Focus areas, boundaries, and renunciations are defined, often including brand architecture and strategic direction.
Translating strategy into use
4
The strategy is translated into clear implications for product, communication, channels, and teams, offering a shared decision‑making framework.
Strategic accompaniment
5
I don’t disappear after delivery. When needed, I accompany key moments to ensure decisions remain aligned and grounded.
What you can expect
Intellectual rigor and strategic depth. Clear thinking applied to complex realities. Honest conversations and well‑held tension. A tailored process, not a templated solution. A strategic framework you can actually use
What I don’t do
I don’t execute marketing campaigns. I don’t design visual identities. I don’t produce content or manage a channel