Turning human insight into commercial growth
Culture‑first brand strategy
Helping brands grow by knowing where to go next.
Culture shapes how people behave, what they protect, and what they reject. I help brands succeed within those limits. Sometimes that means aligning with a visible social shift. More often, it means earning relevance quietly — by being useful, legible, and credible in everyday contexts. My role is to bring discipline to those choices, positioning brands to compete commercially while respecting the cultural boundaries that ultimately decide whether they’re accepted, ignored, or resisted.
Influence
Strategic Foundations
Brand positioning
Naming and identity
Portfolio and brand architecture
Communication strategy
Combining cultural awareness with strategic clarity
Understand
Cultural Insight & Research
Qualitative research
Semiotics and cultural analysis
Ethnography
Research design and briefing
Build
Innovation & Growth
Innovation strategy
Concept development
New category framing
Unlocking whitespace
Create
Creative enablement
Strategic briefs
Narrative development
Translating insight into creative springboards
Working with creatives and designers
Schedule a call
If you’d like to work together, get in touch. I’m based in London, but work with teams around the world.
And if you’re just curious or want to talk shop — that’s very welcome too.
“A critical thinker with a unique point of view, he showed me the power of strategically applied creativity.”
- Stuart Gormley