a
Strategy & Insight
Defining the ambition and edge to drive commercial and creative impact.
Strategy Director working at the edges of
Business█
Offering
b
Creative & Design
Translating strategy into original brands and experiences.
c
Facilitation & Change
Equipping teams to imagine and deliver compelling change.
Outcomes
Selected Projects
IGNITING NIKE’S EXPERIENCE RENAISSANCE
CHALLENGE
How does Nike make retail matter again?
RESPONSE
Building the strategy for Nike’s global retail experience. from storytelling and omnichannel to marketplace.
RE-IMAGINING HELSINKI’S BRAND ON THE WORLD STAGE
Challenge
How do you make Helsinki stand out globally?
Response
Defining a city-wide strategy, from refreshed brand identity and organisational transformation to a new digital destination and multi-series campaigns across cities, YouTube and in-flight, all rooted in one idea: Welcome to Your Happy Place.
transforming europe’s leading tax platform beyond taxes
Challenge
How do you turn a market-leading tax app into a scalable financial platform?
Response
Crystalising the Group's vision — Fix Finance for All — guiding brand, organisational culture, acquisitions, product growth beyond taxes and Taxfix’s expansion into new markets.
CONNECTING LOGITECH WITH THE EMERGING CREATOR ECONOMY
Challenge
How does a 40-year-old legacy tech brand resonate with a fast-growing creator community?
Response
Launching Logitech Creators brand, more than a platform, a strategic shift in mindset that reframes Logitech from a hardware company into a brand shaped by, and for, creators.
RE-THINKING BRITISH AIRWAYS APPROACH TO DIGITAL JOURNEYS
Challenge
How do you design intuitive journeys for travellers everywhere?
Response
Defining an experience vision mapped across business, family and leisure journeys, supported by a living CX tool connecting customer insight to UX, UI and roadmap decisions.
BUILDING A REGIONAL E-SPORTS LEAGUE FOR LATIN AMERICA
Challenge
How do you build a league that a region can rally behind?
Response
Shaping a DIY brand through regional immersion from Mexico City to Buenos Aires and Santiago, turning grassroots fandom into the centre of the experience.
Championing Shopify’s Next Generation of Entrepreneurs
Challenge
How do you reposition a tool into an education and media destination for Gen Z entrepreneurs?
Response
Defining the Oberlo brand to set a new vernacular on modern entrepreneurship: real. raw, scrappy, work-in-progress and relentless.
Making Paddington Square London’s Next Icon
Challenge
How do you define a new destination in a city already full of icons?
Response
Positioning Paddington Square not as a finished place, but as a platform for what’s next — an adaptable environment designed to evolve, invite movement, and enable new ways to work, live and connect.
Rebranding Pitch for a New Era of Growth
Challenge
How does a product-led company grow up without losing focus?
Response
Evolving Pitch from start-up simplicity to strategic confidence, turning a strong product into a distinctive brand through a sharper identity, story and system.