Most brands don't struggle because of bad design. They struggle because the organisation has changed, but the brand hasn't.

Strategies evolve. New products launch. Teams grow. The business moves forward while the story people tell about it slowly falls behind. At first it's subtle. Then marketing, product, sales and leadership all start pulling in slightly different directions. Progress slows. Decisions become harder. Customers notice the inconsistency long before anyone inside does.

That's where I work.

I help organisations define what they are before deciding how they should be seen. Aligning business strategy with brand strategy, then translating that into identities, stories and creative systems that give people a shared understanding of where the business is going.

Because brand isn't valuable because it looks good. It's valuable because it helps people make better decisions. Inside the organisation as much as outside it.

Over the past 13 years I've worked across consulting, enterprise transformation and in-house leadership, helping organisations turn business ambition into brands that are clear, coherent and built for change.

Selected clients

Absolut, Adapteo, Arelion, BookBeat, Cellcolabs, Combient, CorPower Ocean, Electrolux, Hostelling International, Husqvarna, ICA, IKEA, Loomis—Pay, PwC, Roche, SJ, STF, Svenska, Turistföreningen, Vectura, Voyado