I go looking before I go thinking. Cultural research, ritual observation, and consumer behaviour — finding the human truths that briefing documents miss.

I build brand platforms on real tensions, not category convention. Purpose, positioning, and personality that hold up when you push on them.

The big idea that makes the strategy feel like something. Naming, narrative, and creative direction that turns thinking into a world.

A story system that makes change feel inevitable. The kind of work that lands because people feel it before they understand it.