Work

A Conscious Strategic Practice

As a strategist, I use a simple formula: ‘walk the talk’. Find your unique voice and be true to it. Act on it. What you do is your strategy. That is the secret. Everything makes a brand, and no detail is too small. My approach to strategy is holistic and practical, because I believe in the power of systems to drive positive action.

In over 10 years of experience I have been lucky enough to work with amazingly talented thinkers and makers, collectively designing brands, products and experiences that work as good as they look.

Currently:
Strategy Director at Studio Lenzing

Previously:
Lead Strategist at Mucho

You can find me on Linkedin and Read.cv.

Selected Projects

B2Venture

2023 with Studio Lenzing

Building a new digital home for B2Venture, translating the brand's identity into a digital architecture and experience that embodies the company's pioneer spirit and strong focus on founders.

Dash0

2023 with Studio Lenzing

Defining the foundational brand platform for Dash0's launch, consolidating naming and narrative, defining a tagline and laying the fundamental concepts for visual identity and language.

Aeroméxico

2022 with Mucho

Redefining AeroMéxico’s brand platform with a fresh purpose and tagline, revamping its brand architecture, and charting a new course for its loyalty program and first-class experience.

Bash

2022 with Mucho

Blueprinting the strategy and identity for South Africa’s new lifestyle platform, building the narrative and architecture for a visionary omni-channel ecosystem driving a cultural shift.

Pleo

2022 with Studio Lenzing

Creating the principles for a new iconographic system for Pleo, grounded in quirky symbolism and cultural relevance, bringing the brand’s unique and playful tone to life.

DocMorris

2021 with Mucho

Developing the strategy to reposition DocMorris and transform it into a pan-European digital pharmacy brand, roadmapping the integration of a broad portfolio of brands into one ecosystem.

Make

2021 with Mucho

Rebranding Integromat as Make, introducing a new name and brand platform to infuse the brand with new meaning, anchored in the product's unique creative potential.