How I think, work and build brands.

“I believe the best brands sit at the intersection of meaning, relevance and desire.”

A strong brand is more than a logo, a campaign or a product. It is the connection between what a business stands for, what people need and what they remember.

My role is to find that connection and turn it into something tangible: a clear proposition, a distinctive brand world, a product people want, or an experience people remember.

A modern sculpture of a person holding a bouquet of white flowers, with a plain white background.
A floral arrangement with a dried, curled flower at the top, surrounded by white and pink flowers, green leaves, and stems, arranged against a plain light background.

My process.

1 〰️ Start with the opportunity.

I look at the business, the consumer and the cultural context before defining the solution. The strongest ideas usually come from understanding what is changing and where a brand can play a meaningful role.

2 〰️ Build from the brand.

A clear point of view gives everything else direction. I work on positioning, proposition and narrative to create a foundation that can guide products, communication and experiences.

3 〰️ Make the strategy tangible.

Strategy only becomes meaningful when people can experience it. I enjoy moving from the big idea into products, campaigns, content, digital experiences, partnerships and physical activations.

4 〰️ Keep business in the room.

Creative ambition and commercial thinking should work together. I care about building distinctive brands, but also about growth, relevance, resources and measurable impact.

What I bring.

  • A woman with dark curly hair is standing against a white wall, wearing a brown jacket, a black skirt with the logo 'JX2' on it, white socks, and black shoes. She is carrying a small red purse and looking down.

    BRAND

    Positioning · Brand Platforms · Repositioning · Identity

  • A woman with blond hair and black glasses stands in front of a blue curtain, crossed arms, wearing a black and white top, beige wide-leg pants, and carrying a blue patterned handbag.

    PRODUCT

    Innovation · Concept Development · Product Development · Portfolio Strategy

  • A woman in pink overalls crouching while touching a pink mushroom-shaped stool, with other similar stools around her, against a white brick wall.

    MARKETING

    Marketing Strategy · Digital · Ecommerce · CRM · Campaigns

  • The photo shows a person in a mirror wearing a light blue long-sleeved shirt and beige shorts, holding a yellow handbag with a teddy bear attached. The reflection in the mirror reveals part of their leg and arm, but their face is not visible.

    CREATIVE

    Concept Development · Content Strategy · Art Direction · Storytelling

  • A woman wearing sunglasses, a pink top, light blue high-waisted jeans, and a beige shirt draped over her shoulders stands in front of a beach-themed backdrop with palm trees and a rocky landscape.

    CULTURE & CONNECTION

    Partnerships · Influencers · PR · Events · Consumer Experiences

I don't just define the strategy. I help make it happen.

I'm comfortable working at both ends of the process: defining the strategic direction and getting into the details required to bring it to life.

I work closely with creative, product, sales, operations and external partners, bringing different perspectives together around a common objective.

For me, a good strategy is only useful when it can be translated into something people can experience and ultimately creates value for the business.

Small ceramic teapots with handwritten messages placed on sandy desert ground near small desert bushes and rocky mounds.
Experience
Selected Work