I don't just build brands for the sake of it.
I’ve spent 15+ years turning ideas, businesses and ambition into brands that get noticed, remembered and taken seriously.
Sometimes that means creating something from nothing. Sometimes it means finding the order in what already exists. And sometimes it means closing the gap between the business a company has become and the way the world still sees it.
My work sits somewhere between strategy and instinct; commercial thinking and creative direction; what a business needs to say and how it needs to look when it says it.
About.
HOW I THINK
That's where I do my best work.
SELECTED EXPERIENCE
MY UNIQUE APPROACH
There is a pattern to what works - and more importantly, what doesn't.
The most powerful part of a brand is the part you can’t see. I realised that in a university lecture.
A colour appeared on screen. No logo. No name. No packaging. Just purple. The room said Cadbury.
That moment changed the way I understood branding. It wasn't simply about design, but what people recognise, remember and associate.
Years later, experience revealed another pattern. The strongest brands had three things in common: Personality. Identity. Authenticity.
I turned all those observations into PIA — the framework behind my work and my book, Brand Anatomy.
BRAND TRANSFORMATIONS
Your brand should drive clarity, alignment and growth - not just aesthetics.
I work beyond the brand department, because brands don't operate in isolation.
Strategy, product, culture, customer experience and commercial ambition all shape how a business is understood.
My job is to make them tell the same story.
BEYOND THE WORK
15+ years. Many chapters.
Speaking
Keynotes, workshops and live sessions on brand, positioning and commercial growth.
Conversations
Podcasts and interviews exploring brand transformation, business and the thinking behind the work.
Writing
Published commentary and thought leadership on brand, business and perception.
I started in design and ended up in boardrooms, with quite a lot in between.
I've built businesses and brands from nothing, worked across industries and continents, led transformation from inside organisations and advised the people at the top of them.
I'm creatively wired, commercially minded and endlessly curious.
I speak four languages, believe instinct matters as much as evidence, and have never been particularly good at leaving potential alone.
Let's work together.
If you're building something new, navigating change or ready to take an existing brand further, let's talk.