Brand Strategist & Creative Director, London
Fifteen years building household names and challenger brands across health, wellness, food and fintech. Strategy, ideas, and words, from the same pair of hands.
Six brands below, each one a problem, an idea, and what happened next. Or jump straight to fintech DTC food health & wellness media & cause.
Chef-made frozen meals, with one problem: the word "frozen." It whispered processed, plastic, uninspiring. The idea that cracked it: stop apologising for the freezer. I flipped the category's biggest objection into its rallying cry, positioning Stocked as the leader of a Ready Meal Revolution for people who value their time.
From there, a whole brand world with zero freezer shame: naming system, voice and a messaging architecture spanning product, brand and growth. Convenience reframed as a smart choice.
A science-led supplements brand had drifted cold and clinical, at risk of losing the very women, 40 to 65, who already trusted it. The wider category had a deeper problem: women had stopped believing the statistics. The idea that cracked it: stop competing on louder promises and own the thing everyone else had abandoned, trust. I built the brand around a single platform: Trust in Supplements. Not a provider, but an educator and truth-sayer in a category of noise.
From that idea, a full reinvention: new name, brand narrative, tone of voice and a warmer visual identity, built to stand shoulder to shoulder with pharma on credibility, while speaking to women as the intelligent, curious people they are. Integrity, efficacy and transparent science, made to feel human.
I approached the BBC with "Do It For David", a plastics pledge for Attenborough's 92nd birthday. David didn't want to be the centrepiece, so the idea grew into something far bigger: BBC Plastics Action, a national platform built on one insight. 63% of Blue Planet II viewers wanted to change their behaviour, but nobody had shown them how.
We turned a cultural moment into a movement: an interactive hub where people pledged simple everyday actions, fronted by a personal film from Sir David Attenborough that passed 10 million views. It ran across BBC television, radio and online, from News to Earth to Children's, with press pickup in The Times and Independent, and partners including the UN and the Marine Conservation Society.
A next-gen fintech taking on commodities trading, one of the most complex, jargon-clogged categories there is, built on inertia and opacity. The idea that cracked it: make the legacy players look like the past. Not a brand that explained the technology, but one that made the old way feel embarrassing to stick with.
I built the full system from there: positioning, tone of voice, and a portfolio architecture of one master brand and three sub-brands, plus a go-to-market framework bridging brand, product and revenue, and a launch campaign that turned trading jargon into language a human could feel.
Impressive tech, fuzzy proposition. FoodStyles could find any dish for any diet in any restaurant, but users didn't know what they were signing up for, and the brand felt like data, not dinner. The idea that cracked it: stop selling a diet tool, start selling freedom. Reframe a niche app for the restricted as an everyday sidekick for anyone who's ever stared at a menu, stuck.
From that idea, a complete repositioning: a warm, tech-smart voice and a brand identity that put flavour before data, with a messaging system running from onboarding to tactical OOH. The proposition went from "what is this?" to "I get it" in seconds.
The world's first online permaculture school: a breakout course and rapid growth, but no brand to carry it beyond a single product. As first brand hire, working directly with the founders, I had one idea: don't build a school, build a belief. Something people would join, not just buy. The platform that came from it: Learning to Regenerate the World, Together.
From there, everything: positioning, audience segmentation, tone of voice, visual identity and full go-to-market. So when a global Netflix feature hit, the brand was ready, converting a cultural moment into sustained demand, and reaching 37 countries within six months of launch.
Positioning, architecture, audience insight, naming. The thinking that makes everything after it inevitable.
Big platform ideas, cultural moments and the creative direction to land them across paid, owned and earned.
Setting the standard and leading the teams, design, copy, film, that turn the idea into work worth remembering.
I started at L'Oréal, founded an agency, ran teams of fifty across the world, and have spent fifteen years chasing one thing: the idea that changes everything.
For the brands defining what's next