I work where culture and brand architecture collide.
I'm interested in the quiet gaps between the stories brands tell about their customers and the ways people actually live, think and buy.
After 17 years inside agencies, an MA in Cultural Studies, and now building brand architecture in-house, I work across the full span — from the strategy that sits at board level to the work that actually gets made. I focus on the systems beneath brand expression: the norms, defaults and assumptions that quietly decide who is seen, who is heard, and where value is missed.