I work with luxury brands, fashion businesses, consumer brands, creative organisations and founders on strategic questions around brand, culture, audience and communications.
My work combines consumer and cultural insight with a journalist’s understanding of how brands are perceived, interpreted and talked about — helping clients identify what makes them distinctive and translate that into clearer positioning and communications.
What I can help with
Brand positioning: Defining what a brand stands for, what makes it distinctive and how it should position itself within its market and cultural landscape.
Communications strategy: Turning business and brand objectives into a clear communications direction — from strategic priorities and audiences to channels, narratives and opportunities.
Audience and consumer insight: Understanding the audiences, behaviours and cultural shifts shaping a brand’s world, and translating those insights into strategic implications.
Messaging and narrative development: Building the messaging architecture, narratives and language that communicate a brand’s value clearly and consistently.
Content and editorial strategy: Developing editorial direction, content pillars and storytelling frameworks that give brands a distinctive and credible point of view.
How I work
Clients typically come to me with a question that sits somewhere between brand, audience and culture: how should we position this, who should we be speaking to, what makes us distinctive, or how do we make people care? I bring an outside perspective shaped by years of reporting on the global fashion and luxury industry, combining research, cultural and consumer insight, competitive analysis and editorial judgement to diagnose the problem and turn it into a clear strategic direction.
Engagements range from focused strategic projects to longer-term advisory partnerships.
Get in touch
If you’re working on something that might be a fit, I’d love to hear about it. Get in touch here.