Brand Strategy
I have been working with creative strategy in one way or anther for 25+ years.
In the latter half of my career, I have developed more interest in formal brand strategy but found myself generally disappointed with how overly rational existing brand strategy frameworks are.
In my opinion, these existing frameworks fail to capture or seek to make any progress in the cultural needs of our time.
Working closely with Against Time and Rosie Lee, I developed a new brand strategy framework to use in my work - Brands With Soul, which places a higher importance on purpose, brand personality and storytelling than I could find in existing frameworks.
Using this framework and my deep understanding of brands, I have developed many brands from scratch, evolved existing brands and carried out workshops for organisations.
If you want to understand more about how I could help your brand, then get in touch to book an initial consultation.
Selected Case Studies
Saucony
Brand Strategy
Team: Against Time x Rosie Lee Creative
Saucony is a leading sports performance and lifestyle brand with a big personality and an irreverent attitude.
Working closely with Against Time and Rosie Lee Creative, I focused on developing the soul and personality columns of the Brands With Soul framework to give Saucony a strong emotional platform to drive human connection.
Following the brand work, we have developed creative for their website, events and product launches.
Noleo
Purpose, Position & Concept Testing
Team: Against Time
Nole is a health and beauty brand with a focus on sustainability. Their launch product was reusable baby wipes and they wanted help solidifying their brand platform ready for the future.
I carried out marketplace analysis to identify clean air, and then moved onto brand archetypes and purpose development. From this work I developed testing dimensions for advertising concepts.
SPX
Brand Strategy
Team: Against Time
SPX curates beautiful, sophisticated and inviting spaces that empower people to achieve their fitness and wellness goals. After a successful first few years in business, SPX Founder (Chris) asked us to develop a brand strategy that could help push the brand further, integrating wellness design and beyond.
I developed a full brand strategy using the Brands With Soul framework, and sought to leave SPX fully empowered to make the most of the direction we set out. The brand strategy went on to inform some of fundamental SPX’s business decisions and led to a website design project to implement the updated brand.
Wide Open World
Brand Strategy
Team: Rosie Lee Creative
Wide Open World sits at the intersection of Luxury and Sustainable Fashion. As a startup, WOW needed support encapsulating their story and bringing it to life to further their sustainability ambitions for the industry.
I developed a full brand strategy using my Brands With Soul framework, which fed into a visual identity refresh and website redesign.
Not yet implemented.
Kazi Goods
Brand Position & Commercial Strategy
Team: Against Time
Kazi Goods connects the homewares market to African Artisans through their brand. Their pieces are crafted using age-old methods from expert weavers, whose fair wages then circulate in her community.
Working collaboratively with Kazi Goods and Against Time, we considered their current paradigm and analysed the marketplace to develop a brand position, and resulting commercial solutions for how the brand and product offering could grow to live this evolved brand.
Other Brands
Some of the other brands I have supported with brand strategy expertise:
