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Brand Strategist. Advisor.
Never be boring.

I advise organizations on identity, strategy, and communication—from banks and tech startups to airlines, governments, and emerging brands.

My approach combines economic rigor with creative strategy, helping clients cut through noise to find clarity and conviction.

Get in touch

An Unusual Combination

My background blends economic rigour with creative strategy—an unusual combination that allows me to find the signal in the noise.

I started my career as an economist. I hold an undergraduate degree from The Wharton School (1996) and an MBA from Oxford University (2003). Between degrees, I worked in London for The Economist, where the culture of clarity, precision, and wit deeply influenced my communication style.

I learned the craft of branding as a protégé of the late Wally Olins, widely considered the world's leading practitioner of corporate identity. Working alongside Wally gave me a grounding in "big picture" identity work that few strategists possess today.

I am not an agency. I operate as a dedicated advisor, often embedding with leadership teams to solve complex problems regarding identity and public perception.

Substance Over Spin

I help clients define who they are and what they stand for, then communicate it without being boring.

Most branding is repetitive. It relies on buzzwords and gimmicks. My work is based on the belief that if you are authentic and articulate, you don't need to shout.

"The goal is not just to be noticed, but to be understood and remembered."

I work across sectors and geographies, often on sensitive or early-stage projects where discretion and directness matter most.

Services

I have worked with clients ranging from global banks to national tourism boards. While specific engagements are often confidential, my scope of work typically covers:

Strategic Advisory

  • Brand Identity & Design: Overseeing the creation of visual and verbal systems.
  • Strategy Evaluations: Auditing current brand performance and perception.
  • Visioning: Property development and place-making strategy.
  • Brand Management: For startups and legacy institutions.

Creative Implementation

  • Destination Branding: Strategies for cities, regions, and nations.
  • Naming & Slogans: Creating memorable nomenclature and taglines.
  • Advertising Campaigns: Development of high-level campaign concepts.
  • Product Positioning: Packaging and market-entry strategy.

Specialized Projects

  • Environment & Experience: Branding physical spaces and customer journeys.
  • Investment Marketing: Brand-aware input for attracting capital.
  • Promotional Films: Scripting and creative direction.
  • Public Relations: Non-gimmicky PR stunts and communication frameworks.

Contact

I am based globally but reachable digitally.

For inquiries regarding advisory work, speaking engagements, or press:

Please note: I do not participate in unpaid pitches.