Story driven
Brand strategist for
marketing
communication and creative
growth
Whether you’re building a new brand, reimagining an experience, or refining your message — I help shape what it sounds like, feels like, and means to your audience.
I partner with founders, creative teams, studios, and agencies to bring clarity, emotion, and direction to projects across lifestyle, luxury, fashion, innovation, and culture.
“I create emotionally resonant, strategically grounded brand concepts — transforming data and insights into immersive, culturally relevant experiences.”
Work with me
With over 12 years in the creative industries, I've collaborated with high fashion brands, retail giants, cultural institutions, and creative entrepreneurs. My expertise spans both B2B and consumer-focused markets, allowing me to adapt strategies that resonate across diverse audiences.
Case study: Invite to Bite
A culturally relevant, strategically refined culinary event brand — positioned for stronger audience connection, commercial clarity, and creative rollout. The Bite of Amsterdam concept sets the tone for a
more emotional, exploratory experience in the food culture space.
Case study: Ignite your imagination
IAMS 2025 reimagines the traditional car show as a future-forward cultural destination — where automotive innovation, lifestyle design, and mobility meet in a multi-sensory, community-driven experience. I led the strategic and creative direction across all concept and brand development phases for this edition, uniting research, narrative, and immersive experience.
IAMS Automotive Lifestyle and Mobility Innovation
Case study: Elevating luxury through brand innovation
In a saturated luxury beauty market, brands must do more than look good. They must feel good, connect deeply, and communicate authenticity. Alûstre sought to redefine modern luxury, emphasizing ritual, inclusivity, and sustainability while maintaining elite quality and desirability.
My work lives between strategy and creativity — grounded in research, intuition, and visual culture. I collaborate with founders, creative teams and agencies to bring clarity to ideas and meaning to execution.
How I find my inspiration
Initially my mind was set to becoming a fashion designer. Studying design helped further develop a keen eye for detail and my personal style. It also made me aware of my strong organisational skills and natural way with words.
The comprehensive process of ‘creating a language’ and following its development, is a very satisfactory design profession to me. Whether it's writing an article, developing an all-compassing brand strategy or a creative splurge while I'm cooking, taking a walk, painting or just hanging out with friends. Everything is communication, it's just a matter of capturing the object of your imagination in a new and universal inspiring language.
“Observe, unlearn a few things and approach them with fresh eyes.”
- Georgina Johnson, edited.