In a fragmented culture,
visibility isn’t enough.
Lasting brands
are built on deeper human truths.
The Brand Behind the Brand
looks at how a company is run, recognised, and felt to understand what is being reinforced, where things may be drifting, and find opportunities for growth.
The visible brand is only part of the picture.
01.
Understand
+
Research &
Consumer Insight
02.
Identify
+
Brand
Strategy
03.
Act
+
Creative
Direction
Selected Works
01.
Form meets function, for simplicity’s sake
A global brand system designed to create clarity, recognition and flexibility at scale.
Nike produces packaging at extraordinary scale, across categories, technologies and markets. I worked across the development and implementation of Nike’s global Apparel and Equipment system, spanning packaging, brand design and photographic art direction. The work required balancing consistency across categories, technologies and markets with enough flexibility for the brand to continually evolve.
02.
Seeking belonging in a sea of sameness
An investigation into how brands remain distinctive while becoming part of culture.
Through comparative studies of Ralph Lauren and Bella Freud, I examined how meaning moves between an organisation, the brand it expresses and the people who interpret it. The research inspired The Brand Behind the Brand, a framework for identifying where meaning is reinforced, diluted or lost.
03.
It’s about the journey, not the…
A new proposition for rail travel shaped around the changing values of younger travellers.
Research revealed an audience that wanted to travel more, but didn't always see enough value in choosing rail. We developed a strategy that connected the journey itself with culture, well-being and discovery, extending from brand positioning into loyalty, partnerships and the experience of St Pancras station.
About
Brand Strategist and Creative Director working at the intersection of brand, culture, and meaning. I make work that people feel, translating insights, consumer psychology, and aesthetic intuition into systems that drive desirability, relevance, and long-term resonance. My work combines strategic vision with a distinctive visual sensibility shaped by an ongoing engagement with image-making and visual culture, drawing from photography, film, sound, and contemporary exhibitions—grounded in lived experience.
I have contributed to how global and cult brands evolve through moments of change, from Nike’s shift toward sustainability and modernity to emerging brands defining new aesthetic codes. My perspective is shaped by a tension between heritage and reinvention, informed by both professional practice and postgraduate research. Through my MA in Innovation Management at Central Saint Martins, I expanded my strategic capability through design thinking, systems thinking, and organisational analysis, culminating in a dissertation on brand longevity and cultural resonance. This work led to the development of a framework for understanding how organisations build and maintain relevance over time, bringing both clarity and emotional depth to how brands take shape and endure.