A brand strategist who spent the last decade getting ready for this one.
We entered a new era of branding.
Some brands are winning by being optimized for algorithms. Others, by meaning something to people.
The second kind is built: carefully, with a clear sense of identity and a deep reading of the culture it lives in.
That's the harder kind to build. And the only kind I want to work on.
My manifesto
Don’t mistake branding for visibility. Or for a few viral posts. Even a great product is, most times, far from being a brand. Branding is, above all, meaning. Cultural relevance. Distinctiveness.
The role of brand strategy is more critical than ever. My approach blends the fundamentals of timeless brand-building with the possibilities of tech, ensuring that brands don’t just keep up, but stand out.
Bringing together the fundamental principles of a traditional education in branding and real-world adaptability.
I’ve spent the last 10 years working in brand strategy across boutique agencies, global corporations, and everything in between; from tech and finance to education, consumer goods, and nonprofits.
My background combines formal brand education (an MSc in International Marketing & Brand Management from Lund University and Mark Ritson’s Mini MBA) with hands-on experience building brands in the real world (which is often messier, more political, and far more interesting than most branding books would have you believe!).
I’m especially interested in what happens when traditional brand thinking collides with technological and cultural shifts: AI, internet aesthetics, fragmented attention, institutional distrust, algorithmic culture, and the slow commoditization of creativity itself.
I'm good at seeing clearly; what's authentic in a brand, what's emerging in culture, and where the two can meet without forcing it.
My core beliefs
01 Context comes first, creativity comes last
Every project starts with a deep diagnosis phase. I immerse myself in the organization, its culture, and the people behind it – because the best creative solutions are those rooted in real context (versus just surface-level aesthetics).
02 Building from the inside out
A strong brand is a reflection of internal clarity. I believe that lasting brands are built by aligning internal values, behaviors, and strategy before making external promises.
03 The brand DNA should be able to inspire internally before selling externally
A brand that only focuses on customers but fails to inspire its own people is a hollow one. The most powerful brands ignite something within their teams first, because employees who believe in the brand create the most authentic customer experiences.
04 Visual identity should serve the brand’s purpose, not just be pretty
Design goes beyond decoration; it’s, most of the times, communication. A brand’s visual identity should be a strategic tool that reinforces its essence, values, and differentiation, beyond just a collection of aesthetically pleasing assets (same goes for a brand’s name).