I”m a brand strategist and creative director with over a decade of experience leading brand transformation for major cultural institutions and premium brands.

I’ve led brand strategy and creative teams at the National Theatre, developed transformative brand work for Art Fund (shifting their audience from 55+ to 25-34 while delivering 44% membership growth), navigated complex international stakeholder environments for IKEA Foundation, and brought strategic rigour to ultra-luxury hospitality with Dorchester Collection.

My career spans both agency leadership and embedded roles within major institutions, giving me unique perspective on brand challenges from both external strategic view and internal operational reality.

Previously, I spent 19 years at Art Fund where I led brand evolution following a major rebrand, developed campaigns that generated millions in fundraising (including the UK's largest arts crowdfunding at £3.5m), and successfully repositioned the organisation for younger audiences while maintaining existing member loyalty.

 

How I Work

I believe the strongest brand work emerges from collaboration, not hierarchy.

For each challenge, I assemble the right team: strategists, designers, writers, digital specialists, researchers, whatever the project demands. This flexible model means clients get precisely the expertise they need, working together in an integrated way.

I start with insight. Every brand strategy is grounded in audience research, market analysis, and organisational understanding. I don't impose solutions - we develop them in partnership, informed by evidence.

I believe in flexible systems. Brand isn't just visual identity or marketing, it's the organising principle for everything a company does. Our strategies inform programming, membership propositions, commercial partnerships, digital experiences, and organisational culture.

And I’m results driven. I establish clear KPIs at the outset and track progress rigorously, ensuring strategic recommendations translate into measurable outcomes.

My Expertise

For Cultural Institutions & Mission-Driven Organisations:

  • Brand strategy & positioning

  • Audience development & growth

  • Membership strategy & optimisation

  • Campaign development (fundraising, awareness, acquisition)

  • Organisational change & transformation

  • Stakeholder engagement & alignment

  • Digital strategy & innovation

For Premium & Commercial Brands:

  • Brand architecture & positioning

  • Experience strategy & design

  • Creative direction & identity

  • Marketing strategy & campaigns

  • Team leadership & capability building

What Connects Our Work

Whether working with museums or luxury hotels, charities or commercial brands, we're drawn to organisations navigating the tension between excellence and growth, purpose and performance, integrity and innovation.

I bring commercial sophistication from luxury brand work to mission-driven organisations that need sustainable growth. And I bring strategic depth and purpose-clarity from cultural work to commercial brands seeking meaningful differentiation.

Let's Work Together

I take on a limited number of projects each year to ensure I can give each one the attention and rigour it deserves.

If you're considering a brand strategy project, I'd love to discuss your challenge.

I”m based in London but work internationally