What I do

Brand strategy and creative direction, grounded in business insight.

I help brands and design studios define their positioning and bring it to life through products, content, spaces and commercial relationships. I work from setting the direction through to coordinating the specialists and agencies.

Creative Direction

Concepts, Identity & Collaborations

I shape a coherent creative direction across everything a brand designs, communicates and presents.

I develop briefs and concepts, guide the creative process and bring together designers, artists and studios to translate brand positioning into collections, content and spaces.

Brand strategy

Positioning & Growth

I define what makes a brand relevant, who it speaks to and where it can grow.

By examining its offer, market and ambitions, I develop clear positioning, a distinctive brand narrative and a practical roadmap that connects brand strategy with business development.

Brand Content

Content & Visual Storytelling


I translate a brand’s vision into stories and imagery that spark interest in its designs.

Working with specialist creatives, I direct photography, film, artistic renders and 3D content. I draw on AI and immersive technologies where they offer compelling ways to present products and communicate their value.

Brand Experience & Activations

I connect brands with the professionals who influence how their products are selected and specified.

I develop concepts for showrooms, launches and events for architects, interior designers and key decision-makers. I coordinate their delivery to strengthen brand positioning, build relationships and create business opportunities.