I’ve helped launch bold new brands from scratch.
Been lucky to partner with some amazing founders and creative teams to bring new brands to life—naming, shaping, and building identities with cultural resonance.
Big ideas. Cultural roots. Brands with soul. Let’s build the next one.
Culture-First Branding:
Building a Brand That Feels Inevitable.
The most powerful brands don’t chase culture—they emerge from it. I help new ventures find their cultural tension, shape their story, and design an identity that feels like it’s always belonged.
CULTURE-FIRST
BRANDING PROCESS
Find The Cultural Spot &
Tension… And Our Place in it.
Build a Living, Breathing Identity
Position the Brand With Real Soul
ARLEY’S
Plant-based, Properly British.
As Brand Director, I helped build Arley’s from the ground up—partnering with agency Mother to shape a brand made for flexitarians who crave comfort, rather than constant adventure.
Familiar formats. Trustworthy tone. A plant-based brand with a properly British soul—now on shelves across Europe.
When Lifes Throws One, Be Ready
Co-created during the pandemic with our founder, who lost her husband without a will.
I led brand strategy, naming, and positioning—building a warm, culturally resonant brand to tackle life’s toughest topics.
Now partnering with Quilter to explore how Lemons.life can help deliver wills, life insurance, and FS products with a human face.
GrubClub
The Platform for Pop-Up Dining.
GrubClub was an online platform for discovering and booking London’s best pop-ups & supper clubs. I helped the founders shape the brand—naming it, building the strategy, leading research, and managing the design process. I stayed on as a NED, for crowdfunding, brand partnerships, and marketing, before being acquired by EatWith.
The Creative Consultancy for the 50+ Market.
Founded by ex-colleagues, Brilliant & Bloom was built to serve a wealthy, overlooked audience—people 50+ who are accomplished, affluent, and still blooming. I helped name the brand to reflect both credibility & creativity—like a law firm with a twist. Powered by AI, the consultancy helps brands tap into this undervalued demographic.
Zerodha
From Sanskrit Roots to a $3B Reality.
I worked with the founder to shape a bold, no-commission stock trading brand with a rebellious edge. Despite the word ‘Zero’ carrying negative cultural baggage in India, I uncovered ‘Rodha’—Sanskrit for ‘barrier’—and created Zerodha: “No Barriers.”
It didn’t test well in research, but the name stuck—and stuck hard. Today, Zerodha is worth over $3B and has redefined what financial empowerment looks like in India.
Malice
Malice Arts: Follow the Malicious Rabbit.
What started as an underground experiment became a platform for full-blown immersive worlds. I led strategy, story, creative direction and production—twisting pop culture into experiential provocations.
From concept to execution, I masterminded 10 immersive events working with a network of creative & production teams, landing press, sponsors, and thousands of guests. Malice proved what brands are now learning fast: culture lives in experience.
New Brand Testimonials
