Recent work

No brand is too new or too established. Whether you’re launching your first product or evolving after years in the market, I help you move beyond surface-level branding to build communication strategies that reflect your values, sharpen your proposition, and connect with your audience.

Project: Trend Forecasting

Client: WGSN

Year: 2024-2025

Location: Global

Scope: Strategic foresight

Details: Exploration of early cultural signals of change across society, identity, media, commerce, and design, synthesised into clear, actionable insights to guide brand strategy, retail planning, communication and marketing activation.

Project: Consumer Research

Client: Bioderma

Year: 2025

Location: AU/NZ

Scope: Brand positioning

Details: Analysis of consumer sentiment (through digital diaries and online shop-along) to uncover insights into consumer’s relationship with skincare, and development of key personas.

Project: Packaging research & strategy

Client: Soft tissue brand

Year: 2025

Location: AU/NZ

Scope: Local packaging redesign inspiration

Details: A semiotic deep-dive into personal care packaging in AU/NZ, uncovering the visual codes and cultural cues that shape perception, designed to inform future packaging research and strategy.

Project: The Future of Fitness & Beauty

Client: L’Oréal

Year: 2023

Location: USA & China

Scope: New product development, Innovation

Details: A map of the fitness x beauty landscape globally combining trend forecasting research, interviews, quantitative survey and visual moodboarding to reveal consumer expectations and whitespaces.

Project: Health & Wellness in Brazil

Client: Coca-Cola

Year: 2022

Location: Brazil

Scope: New product development, Innovation

Details: A map of the health and wellness landscape in Brazil, combining socio-political research, expert interviews, and semiotic analysis of drinks’ packaging to reveal consumer expectations and whitespaces.

Project: Community Building

Client: Ardbeg

Year: 2022

Location: United Kingdom

Scope: Brand voice, Activations

Details: Cultural research to uncover the mechanisms of fandoms and guide how the brand can leverage its community to build stronger equity and long-term loyalty.