Culture‑first
brand strategy
Turning human insight into commercial growth
Helping brands grow by knowing where to go next.
Culture shapes what people notice, trust, and act on. It sets the unwritten rules of what feels credible, useful, or worth rejecting.
I help brands compete within those rules. Sometimes that means aligning with a clear social shift. More often, it’s quieter work: earning relevance through everyday usefulness, clarity, and credibility.
My job is to bring discipline to the choices that decide a brand’s fate, from positioning and language to signals and behaviour, so it lands in the real world and stands up commercially without misreading the cultural boundaries that determine whether it’s accepted, ignored, or resisted.
Combining cultural awareness with strategic clarity
Understand
Cultural Insight & Research
Qualitative research
Semiotics and cultural analysis
Ethnography
Research design and briefing
Influence
Strategic Foundations
Brand positioning
Naming and identity
Portfolio and brand architecture
Communication strategy
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, I’d love to chat.
“A critical thinker with a unique point of view, he showed me the power of strategically applied creativity.”
- Stuart Gormley