Selected Work
Creating new brands and repositioning existing ones - defining who a brand is for, what it stands for, and why it matters.
The work here spans challenger sportswear, fintech, luxury and banking, and covers audience definition, positioning and point of difference, brand architecture and naming direction, and the identity and communications behaviours that carry it into market. The sector changes more than the method does. What holds across all of them is that the strategy had to be sharp enough to brief product, creative and media teams without translation - a decision-making tool rather than a deck.
More on how I approach brand strategy.
