About

A short orientation

I help founders and small teams build brands that enable growth.

That usually means stepping back, getting clear, and making better decisions about who you’re for, what you offer, and how you show up. This isn’t branding as decoration. It’s branding as a commercial tool.

Branding isn’t how your business looks.

It’s how it performs.

My point of view

Most businesses don’t struggle because they lack ideas.

They struggle because they don’t know how to engage their audience.

Branding, done properly, fixes that. It creates internal focus and external confidence. It shortens sales cycles, improves pricing power, and makes growth less exhausting.

Here’s the bottom line:

You can’t market a bad brand.

Many businesses assume they control how they look and what they say. They don’t. Your audience decides what they notice, trust, and value. Brands don’t exist in isolation; they exist in a competitive marketplace, with clear limits on what will feel relevant, credible, or desirable to the people you’re trying to reach.

Good branding starts with reality:

  • understanding the competitive landscape

  • understanding what your audience wants and expects

  • communicating in a way that meets them where they are

It doesn’t have to be complex. Beyond having a desirable product or service, a strong brand is built on clarity, honest integrity, and authenticity. however Your audience is in control. Branding works when you accept that.

What I do (in practice)

In practical terms, I help businesses:

  • Understand the marketplace, competitors, and audience

  • Clarify what they stand for and why it matters

  • Define offers people actually understand and want

  • Make confident decisions about positioning, pricing, and messaging

  • Turn strategy into usable tools, brands, websites, content, systems

  • Build trust faster with the right audience

Whether it’s a startup finding its feet or an established business needing direction, the goal is the same: clarity that leads to growth.

Clarity is a growth strategy.

Why this matters

A strong brand isn’t just how you look.

It’s how you behave, what you prioritise, and how people feel when they come into contact with your business. A good brand creates desire and removes doubt.

When those things align, businesses move faster. Teams argue less. Customers choose you for the right reasons. That’s why I look at the whole picture, strategy, structure, story, and style — rather than isolated outputs.

I don’t do generic. I help businesses become unmistakable.

Generic brands get compared on price.

Differentiated brands get chosen.

Experience (briefly)

I’ve spent 25 years working in branding and design.

I’ve worked at leading consultancies, led senior teams, and partnered with everyone from global organisations to solo founders. Along the way I’ve seen what works, what doesn’t, and how easily money can be wasted when decisions are rushed or poorly framed.

My work has been recognised with five DBA Design Effectiveness Awards (including two golds), four D&AD nominations, and a Singapore Design Award. I’ve worked with organisations including the All England Lawn Tennis & Croquet Club, Lindt, Knight Frank, Bacs, and many smaller businesses looking to grow with confidence.

The awards are nice. The outcomes matter more.

Who I work with

I work best with founders and small teams who:

  • Care about quality and long-term value

  • Want clarity, not shortcuts

  • Are prepared to make decisions and follow through

  • See branding as a business tool, not a cosmetic exercise

If you’re looking for fast, cheap, or purely tactical work, I’m probably not the right fit. If you want to build something solid and sustainable, we’ll get on well.

If you want shortcuts, I’m not your man.*

If you want something solid, let’s talk.

  • Caveat: if you’re truly up a creek without a paddle, shout. We are all human.

How I work

I keep things lean and senior.

You work directly with me. When a project needs additional expertise, I bring in trusted collaborators, designers, developers, writers, people I’ve worked with before and trust to do the job properly.

No unnecessary layers. No theatre. Just thoughtful work, done well.

Outside of work

I live in Epsom with my very tolerant wife, two lovely daughters, and an opinionated cockapoo. When I’m not working, I’m usually walking, climbing mountains, building something, or thinking through a new idea I probably don’t need.

A quiet invitation

If this way of thinking resonates, let’s talk.

I’m always happy to have a conversation, sense-check an idea, or point you in the right direction, even if we don’t end up working together.

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