LET’S BUILD SOMETHING DISTINCTIVE.
I work with founders, brands and organisations at moments of creation, change or growth, shaping the strategy behind what they stand for, how they communicate and how people experience them.
Note : Strategy is not a product you buy. It is a process you enter. And the process must begin at the right place.
Good ideas can lose their power when the decisions around them happen in the wrong order. Communication can be built before the position is clear. An identity can be designed before the brand knows what it needs to stand for. An experience can promise more than the organisation is ready to deliver.
I structure my work around three core engagements. Each is distinct, but together they form a coherent path from internal clarity to external impact.
01
Brand Strategy
For founders building something new.
A new brand gives you the opportunity to make important decisions deliberately from the beginning. We look at the opportunity, the market, the people you want to matter to and the value you can credibly create for them. From there, we define what makes the brand distinctive, what it should stand for and why people should choose it.
The result is a strategic foundation that can guide identity, communication and experience as the brand takes shape.
- Business and brand context
- Market and competitive analysis
- Audience research and segmentation
- Customer needs, motivations and decision drivers
- Positioning and differentiation
- Value proposition
- Brand promise
- Brand purpose and principles where relevant
- Brand personality and strategic identity
- Brand architecture where relevant
- Messaging foundations
- Verbal direction
- Creative and visual direction
- Strategic creative brief
- Guidance for designers and other specialists
- Strategic roadmap for bringing the brand to life
02
Communication Strategy
For organisations and brands with something important to communicate.
Good communication begins before the words. It starts with understanding who needs to hear something, what matters to them, what the organisation needs to achieve and what people should understand or remember afterwards. I bring those elements together to create a clearer communication direction, from overarching messaging to the language and channels that carry it.
The aim is to close the gap between what you mean to communicate and what people actually take away.
- Communication audit
- Audience and stakeholder mapping
- Audience segmentation
- Communication objectives
- Value proposition
- Messaging architecture
- Core messages
- Narrative and storytelling direction
- Tone of voice
- Verbal identity
- Key communication themes
- Content and editorial direction
- Channel and touchpoint strategy
- Campaign or initiative direction
- Internal communication direction
- Communication workshops
- Guidance for implementation
03
Brand Experience
For brands ready to make their promise felt beyond what they say.
People don’t experience a brand through one touchpoint. They experience it through the journey, the interactions, the service, the details, the people representing it and the moments that shape whether expectations are confirmed or disappointed. I look at those moments together to understand where the experience reinforces the brand, where it creates friction and where there are opportunities to build stronger relationships.
The result is a more coherent experience, where the moments that matter reinforce what the brand promises.
- Customer or client journey mapping
- Touchpoint analysis
- Experience audit
- Perception and expectation analysis
- Identification of experience gaps
- Experience principles
- Priority moments and interactions
- Service communication
- Team and internal alignment
- Experience standards
- Opportunities for stronger relationships and loyalty
- Strategic direction for new experiences
- Recommendations and implementation priorities
From strategy into direction.
I work from strategy into direction. When creative work is part of the scope, I help shape the direction it needs to follow and work alongside, or bring in, the right designers and specialists to bring it to life.
BESPOKE WORK
Not everything worth working on fits neatly into a category. Some projects begin with a question. Others with a period of change, a communication challenge or a need to bring people around the same direction. I also work with organisations, institutions and teams on bespoke strategic projects, workshops and sessions shaped around the challenge at hand. If you’re not sure which of the areas above fits, start with the project. We can work out the rest together.
A note on scope
Every project is scoped around the challenge, the level of involvement and what the work requires. Scope and investment are discussed once we understand what you’re looking to achieve.
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