I like to think of a brand strategy as a navigation plan. It pinpoints where your brand is in the world right now and gives you a clear view of where it can go. It also shows what’s standing in your way. I’ll help you figure out the way forward and plot a course around the obstacles. We’ll work together to position your brand effectively with an enduring, meaningful and distinctive strategy.

This is the crucial bridge between the strategy and the work that actually reaches your audience. It’s everything we know about the brand transformed into a simple, single human idea that can be expressed across all channels consistently to drive change. If the strategy is the logic, this is where the magic begins.

Here’s where the fun happens. I’ll show you how we turn the thinking into work that’s impactful and persuasive. If you’re launching, you’ll need a unique brand identity. Maybe the strategy calls for a brand refresh. It could be a single poster or an entire campaign. I’ll lead the creative and bring the best team to the table, so we’re getting exactly the right talent.

Understandably, brands are first judged on how they show up visually. But that’s a fleeting glance and as we all know, you can’t judge a book by its cover. By defining how a brand sounds, we can build relationships and nurture trust. I help brands find their authentic tone of voice; the personality that makes them credible and relatable. Because brands aren’t only recognised by their look, but by their character.

Marketing departments invest so much in crafting strategy and creating campaigns that go out to meet the world. But is the rest of the C-suite aligned? What does the brand mean to people in the organisation? How do you summarise it for the press? How do you put it on a tee shirt that people will want to wear? I love translating everything a brand stands for into evocative stories that become manifestos, mantras or anthems. No-one is ever inspired by information. Power brands know this.

The creative brief is not a recipe. It’s not a list of required ingredients and a formulaic methodology. A brief is not just an instruction. Great briefs inspire. They light the fuse. They’re seeds. I’ve spent decades understanding the difference between a good brief and a bad one, and know how to slice and dice and shape a brief so it teases out the best work, quickly.

You may have an agency, a design partner, a PR company or a social expert. But do you need assurance that all the work they deliver is on strategy, on brief and on brand? I play well with others and work all the time with teams across different disciplines. With years of experience as a creative director, brand strategist and writer, I can audit and help evaluate your brand ecosystem and help you ensure it’s coherent, cohesive and operating at full potential.

It’s perfect, having a pool of great talent right there. They’re physically close and more importantly, right at the rockface of the business strategically and operationally. But sometimes, it’s a good idea to open the window and let a little fresh air in. If you need some experience on the team, an outside view, or if some unasked questions would help, I’m the collaborative type. Whether on a project or ad hoc basis, I can join the team and add a little fuel to the fire where it’s needed.