My experience includes identifying brand challenges through an objective diagnostic process. This involves market analysis, general research, and facilitating client workshops to establish a clear baseline for strategic work.

The focus is on gaining an accurate understanding of:

• Brand Health: Assessing current performance and perception.

• Market Dynamics: Analyzing the competitive landscape and broader category trends.

• Stakeholder Alignment: Ensuring business needs and internal perspectives are synchronized.

• Customer Requirements: Identifying the actual needs and buying triggers of the target audience.

I prioritize evidence-based insights over hyperbole and avoid pseudoscientific models. The goal is to strip away jargon to reveal the honest market realities that inform effective conceptualization.

My work involves defining the path from current status to business objectives through a structured approach to market mapping and positioning.

• Market Definition: Identifying the mass market and relevant target segments to ensure broad reach and category relevance.

• Strategic Positioning: Defining a distinct space for the brand based on market realities and competitive gaps, rather than abstract concepts.

• Objective Setting: Establishing clear, realistic goals that align with long-term brand equity and business requirements.

• Conceptual Framework: Developing the strategic foundation that informs all subsequent creative and visual execution.

I focus on practical frameworks that drive internal alignment and provide a clear roadmap for how the brand will compete. The emphasis is on clarity and the removal of unnecessary complexity to ensure the strategy is actionable.

Much of my experience lies in the development a of distinctive brand assets designed that drive mental availability. The goal is to ensure the brand is instantly recognisable and easily retrieved in a purchasing context.

• Distinctive Brand Assets: Developing a variety of elements, beyond just the logo, that serve as sensory cues to reinforce brand identity.

• Logo Development: Creating a core mark that is scalable, functional, and anchored in the strategic positioning.

• Design Systems: Building comprehensive frameworks that govern typography, color, and layout to ensure consistency across all touchpoints.

• Implementation Logic: Developing clear guidelines that allow the brand to scale without losing its distinctive qualities or visual coherence.

By focusing on memory structures rather than just aesthetics, I ensure the design system serves as a practical tool for building brand equity.

I oversee the implementation of the established positioning and brand assets into tangible touchpoints, ensuring that every execution reinforces the brand’s distinctive assets and long-term equity.

• Design Templates: Developing practical, scalable templates for internal and external use to maintain visual coherence across all platforms.

• Brand Guidelines: Documenting the logic and application of the brand system to ensure clarity for stakeholders and future collaborators.

• Campaign Development: Designing and executing communication materials that bring the strategic positioning to life through consistent use of sensory cues.

• Consistency Management: Ensuring that tactical outputs repeatedly reinforce the brand's memory structures, making it more accessible and easier to choose.

The goal of tactical execution is to bridge the gap between high-level strategy and day-to-day visibility, ensuring every asset contributes directly to the brand's mental availability.