Sometimes small and direct, sometimes wide and full-scale, I lead in-depth consumer research to understand consumers’ motivations behind a category, and perceptions towards brands.

These express the meaning, values, purpose and approach market of a brand. I steer design teams to create highly impactful and ownable names, taglines, logos and visual identity systems that tie into a brand’s strategy, and that are clear and consistent across multiple touch points.

Looking at a brand’s essence and strengths, identifying current and future competition, learning from the best in class and untapping fresh ways to engage meaningfully with consumers. Brand strategy is about defining the way a brand positions itself - its values and personality, as a platform for brand clarity. This helps to steer the brand’s market decisions and storytelling, and to build trust with consumers, employees and partners.

Based on a clear and cohesive brand positioning and identity system, I work with creative teams to design and launch communications that help to establish a brand and deliver growth.