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 into how brands sustain meaning in an increasingly fragmented culture. 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.