I’m a creative director and cultural specialist exploring the intersection of branding, storytelling and systems of meaning.

For over 15 years, I led campaigns for brands like McDonald’s, British Airways and Uber Eats at agencies including M&C Saatchi London, Leo Burnett and Special Sydney. I learned the rules of branding from the inside, and then went back to university to question them.

With a Master’s in Cultural Studies, I now work across commercial and cultural spaces, helping brands become more critically aware and culturally responsive. My practice draws on semiotics, narrative strategy and cultural insight to help brands shift the way they see, and the way they’re seen.

Whether it’s reframing a major sponsorship or writing about postfeminist nostalgia, I help make brands more culturally attuned. I challenge the familiar, surface what’s often overlooked, and make space for something more expansive, honest and relevant.

Named one of Publicis Groupe’s high-potential female leaders, my work has been featured in Creative Review, Campaignand Lürzer’s Archive. But what matters most to me is when a project helps someone, or something, see differently.

Outside work, I swim, bike and run — sometimes combining all three in a triathlon race.

Email: lianejdowling@gmail.com