I’VE BROUGHT NEW BRANDS TO LIFE FROM SCRATCH.
I’VE WORKED WITH FOUNDERS & CREATORS—AND HAVE EVEN LAUNCHED MY OWN.
BRANDS BUILT FROM SCRATCH WITH CULTURAL DEPTH & CREATIVE EDGE.
SCROLL FOR LAUNCHES, NAMES & IDENTITIES BUILT TO LAND IN CULTURE.
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 CULTURE-FIRST BLUEPRINT
FIND YOUR CULTURAL OPENING
Identify the tension, shift, or spot your brand can claim—and own it.
BUILD A BRAND THAT LIVES
Create an identity system that breathes, flexes, and feels culturally inevitable.
POSITION WITH SOUL
Define a sharp strategic stance rooted in meaning, not just mechanics.
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 LIFE THROWS LEMONS, 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, EXPERIENTIAL FOOD EVENTS.
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 ROUTES 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: IMMERSIVE MUSIC EVENTS DOWN THE RABBIT HOLE.
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 BRANDS TESTIMONIALS
