Building NEW Brands That Connect: From Concept to Community"
BRAND STRATEGY, NAMING, POSITIONING—THEN BRINGING IT TO LIFE.
WORKING WITH START-UPS & SCALE-UPS TO BUILD BRANDS THAT STICK.
CULTURE-FIRST BRANDING:
BUILDING A BRAND THAT FEELS INEVITABLE AND BORN FROM CULTURE.
I HELP NEW VENTURES FIND THEIR TENSION, SHAPE A STORY WITH SOUL, AND BUILD BRANDS THAT BELONG.
THE CULTURAL BRAND BLUEPRINT
FIND YOUR CULTURAL SPOT
The gap in culture only you can fill. Not white space—cultural space.
BUILD A BRAND THAT LIVES
Create an identity system that breathes, flexes, feels culturally inevitable.
POSITION WITH SOUL
Strategy with a pulse. Meaning that moves people.
ARLEY’S
THE PLANT-BASED BRAND THAT ZIGGED
Everyone chased innovation. We chose heritage.
Positioned as "properly British" comfort food for flexitarians who want familiar, not fashionable.
Built with Mother London. Now feeding Europe.
WHEN LIFE THROWS LEMONS, BE READY.
Born from loss. Built on Purpose.
Co-founded after tragedy showed how broken will-writing is. Now partnering with Quilter to humanize financial planning.
When life throws lemons? We're ready.
GrubClub
LONDON’S POP-UPS MEET PLATFORM
Named it. Positioned it. Scaled it. Sold it.
Connected London's underground food scene online. From strategy to exit via EatWith acquisition.
AI MEETS THE 50+ GOLDMINE
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
THE $3B NAME THAT "FAILED" RESEARCH
Sanskrit for "No Barriers." Research hated it. Founder loved it.
Now India's biggest broker. Worth $3B+.
Sometimes strategy means trusting instinct over data.
Malice ARTS
MY UNDERGROUND EXPERIENTIAL CULTURAL LABORATORY
What started as an underground experiment became a platform for full-blown extravaganza. 10 immersive worlds where pop culture met experiential provocation.
I conceived, directed, and produced each event—building teams, securing sponsors, earning press.
5,000+ participants proved what brands now know: experience beats advertising.
NEW BRANDS TESTIMONIALS
