a
Strategy & Insight
Finding the clarity, vision and edge to drive commercial and creative impact.
Strategy Director working at the edges of
Business█
Offering
b
Creative & Design
Translating strategy into original, scalable brand worlds and campaigns.
c
Facilitation & Change
Equipping teams to imagine, shape and deliver ambitious change.
Outcomes
Selected Projects
RE-IMAGINING HELSINKI’S BRAND ON THE WORLD STAGE
Challenge
How do you make Helsinki stand out globally — without relying on placemaking tropes or its eight year streak in the world’s happiest country?
Response
By embracing what makes it real. We built a city-wide strategy, refreshed the brand, and launched a destination platform and multi-series campaign rooted in the ethos: Real. Not Perfect.
transforming europe’s leading tax platform beyond taxes
Challenge
How do you strengthen brand credibility for Europe’s leading mobile tax platform — and position it for growth beyond taxes?
Response
By defining the vision “Fix Finance for All” and creating a brand experience that blends expertise with empowerment. We built a strategy that drives acquisitions, expands product roadmaps, and positions Taxfix beyond taxes.
CONNECTING LOGITECH WITH THE EMERGING CREATOR ECONOMY
Challenge
How do you help a 40-year-old legacy tech brand move beyond product-first thinking to build real relevance with a fast-growing creator community?
Response
By launching Logitech Creators — more than a platform, a strategic shift in mindset. We reframed the brand around creators themselves, evolving it from a hardware company into a brand shaped by, and for, creators.
RE-THINKING BRITISH AIRWAYS APPROACH TO DIGITAL JOURNEYS
Challenge
How do you build intuitive digital journeys for diverse global travellers — while closing the gap between brand promise and booking experience?
Response
By going beyond a vision deck to design a living tool — connecting real customer insight to future product decisions. We helped embed a digital-first philosophy across teams, making experience design a strategic driver, not just a surface interaction fix.
BUILDING A REGIONAL E-SPORTS LEAGUE FOR LATIN AMERICA
Challenge
How do you unite a fragmented community and region around a single, definitive esports league — after a series of mergers and a loss of fan trust?
Response
By building a DIY brand rooted in grassroots fandom—shaped through on-the-ground immersion across the region, and brought to life with tools and experiences that put Latin American fans at the centre of the league.
Unleashing Shopify’s Next Generation of Entrepreneurs
Challenge
How do you turn Shopify’s dropshipping tool into a launchpad for the next generation of entrepreneurs?
Response
We created Oberlo — a dynamic brand platform that reframes entrepreneurship through the raw, DIY spirit of the modern builder. Visually and verbally, it ditches the polished startup cliché in favour of real talk, late nights, and work-in-progress hustle.
Making Paddington Square London’s Next Icon
Challenge
How do you define the identity of Paddington Square — in a city full of icons and a market saturated with placemaking noise?
Response
By positioning it not as a finished destination, but as a platform for what comes next. We rooted the destination's strategy in adaptability — a place designed to evolve, not settle. Paddington Square is an environment that invites movement, curiosity, and change — shaping a new way to work, live and connect in London.
Rebranding Pitch for a New Era of Growth
Challenge
How do you rebrand a fast-scaling software company to reflect its ambition — without losing the clarity and product-first focus that made it resonate in the first place?
Response
By evolving Pitch’s brand from start-up simplicity to strategic confidence. We built a sharper identity, story, and design system that captures its momentum — turning a strong product into a standout brand.