Let’s close the gap between the brand you believe in and the one people experience.
How I help close the gap
Fractional Head of Brand
Brand direction and hands-on leadership during change, rebrand or rollout. I help teams make sharper choices, guide execution and keep the brand consistent, drawing on my experience with brand transformation and scaling at ING Global Branding and beyond.
Why fractional?
Senior brand leadership without hiring full-time: clear direction, aligned teams, guided creatives and a brand that keeps moving in the right direction.
Brand Strategy & rallying idea
Sharpen what your brand stands for — positioning, rallying brand idea,
brand promise, values, personality, manifesto and brand story. Your brand may need some dusting off, or a full renewal.
View steps for a full rebrand/repositioning
Brand Communication
Make the brand clear and distinctive in language, messaging and story. Connecting to real customers, their stories and real life journeys.
Brand Identity & Experience Design
I turn strategy into a recognisable brand identity & branded experience, based on brand concepts & experience principles. I guide the process from creative direction to implementation, together with creatives and design partners.
Branded CX & AI in CX
Shape customer journeys, digital touchpoints and AI-driven interactions through the lens of brand, value and trust. I help teams turn a brand or product idea into clear digital flows, interaction principles and experience moments people understand, enjoy and return to.
For teams that need their brand to move from strategy deck to real-life experience.
From brand idea to
lived experience - steps
01
Research & analysis
To gather valuable insights, I combine research with interviews, speaking to employees, clients, and other key stakeholders. I use a structured question set, tailored to your specific goals and context. These insights form a solid foundation for a positioning, the brand strategy and workshops that follow.
02
Workshops
Through collaborative workshops, we get to the heart of your brand. We clarify your brand purpose, promise, personality, and values and define your Why, How, and What. Together, we explore how your promise translates into meaningful customer benefits, and how your brand can be made tangible in experience and communication.
03
Brand fundamentals
Your brand story is at the core of who you are and inspires a creative direction. In addition to your story, we bring all other brand fundamentals together in a brand book that’s both foundational to your business, beautiful and practical.
04
Design Direction & Management
We create a visual direction that captures your brand personality and reflects the spirit of your purpose. Whether working with in-house designers or creative partners, I guide the creative process to ensure the output is consistent, distinctive and on-brand across every touchpoint.
05
Internal Activation
Your people are your first brand ambassadors. I help turn strategy into tools, rituals, and campaigns that make employees feel the brand — so they deliver it naturally to customers.
