Driving strategic brand positioning, product innovation and creative development for some of the world’s biggest brands.Just some of what I do:🤿 DETAIL DEEP DIVE - a quick clear steer on consumer reactions to creative work🥅 COMPETITOR CAPTURE - objective overview of competitor set and category evolution🛠️ “ACB” (ADJACENT CATEGORY BORROWING) - identification of transferrable mechanisms 🧮 BRAND AUDIT - exposing damaging assumptions and inherited weaknesses; aligning client teams to create a solid basis for innovation🌌 FUTURE FORECASTING - going beyond “what” into “why” to map tangible evolutions (and counter-evolutions) for innovation ⚖️ PARADOXICAL POSITIONING - reconciling opposites to create powerful bridging codes🔬 CULTURAL CLICHE CHALLENGE - unpacking “buzz” words to define target-relevant macro routes for comms🤬 “SOCIAL” SEMIOTICS - extracting rich narratives and profound attitudinal shifts from the digital noise☝ ELEVATE EVERYTHING - defining new premium languages for unexpected categoriesIndustry Panels & Papers• “Premium Next” Deep Dive - Panellist, Canvas8 (Sep 24)• ‘Liminal Western Masculinity & Body Grooming’ - Paper, Semiofest (Jul 24)• 'Digital 2023' - Panellist, We Are Social (Feb 2023)• 'The Soft Revolution' - Paper, Semiofest Mumbai (Oct 2018)• ‘Fake Is The New Real’ - Paper, Semiofest Shanghai (May 2014)Agency clients include: 1HQ, Added Value, Artyfact, BEANO, Circle Culture CC, Creative Semiotics, Creatures of Habit, Crowd DNA, Flamingo, Gemini, Human Innovation, InSites Consulting, Ipsos, Join The Dots, Man Overboard, Mushrooms, Practical Semiotics, Semiotic Alliance, Sign Salad, Stylus, The Innovation Collective, The Value Engineers, Truth Consulting, Space DoctorsWould you like “AN INTRODUCTION TO SEMIOTICS”? Book me in to come and talk to your agency!

🔭 Leading B12’s expertise in bringing reality to client teams by ‘extending reality’ using cultural insights and semiotics analysis/insights - revealing brands’ present (and future) reality in their category and consumer worlds📝 Curating and co-authoring B12 thought leadership and inspirational content

A collective of expert freelancers. Future Studio brings together great specialists with very different skills to solve brands' problems

Expert Network member, supplying semiotics and cultural analysis expertise

• Copywriting for Diesel, Finery, Estee Lauder• Written contributions to Stylus, Brummell Magazine, Libertine, Pigeons & Peacocks, Salt, BA The Club Magazine, Vertu, D:Coded, Visit Britain, YCN, Beauty Papers, Courier, DeZeen, Platform• Proofreading of various independent publications• Commissioning and producing look books for for Guimaraes ‘Fashion Hub 2012’, London Fashion Week

Founding team member at neighbourhood co-working chain, ARC Club. Led on sales, marketing and brand strategy- at group and club level - incl. new club launch, partnerships, PR, content, user journey and website development.

Let Them Eat Cake (www.cakeit.net) was a leading-edge fashion publication for a young, creative audience. Distributed in print to an international readership of 35,000, it relaunched online in Spring 2011• Ongoing concept development and strategy for CAKEIT.NET, its TUMBLR (http://ltecmagazine.tumblr.com/) and Wordpress (in development).• Overseeing social media strategy.• Trend analysis and content planning.• Sourcing, commissioning and managing contributors across all media. • Shoot production and creative direction• Approaching high profile contributors/interviewees, including Panos Yiapanis, Mischa Barton, Nicola Formichetti, Terry Richardson and Lucy & Bart.• Features writing, blogging and tweeting. • Copy and picture editing.• Representing Let Them Eat Cake at shows, events, press days etc.• Planning and managing events, e.g retrospective ‘Cover Story’ exhibition at XOYO during London Fashion Week (Feb 2012), ‘The Fashion Controversy’ workshop through Margaret PR and Kopparberg cider (Oct 2012)

Canvas8 (http://www.canvas8.com/) is an online behavioural insights publication. • Managing an editorial team of 3 plus, including hosting weekly meetings.• Sourcing and commissioning outside contributors. • Creating and maintaining a content schedule, releasing daily content.• Researching and writing trends pieces across everything from online behaviour to beauty.

Plink London was an online resource connecting retailers and art department professionals. • Generating weekly copy for the Plink Blog, including high-value technology/design features.• Developing a brand voice: copywriting website, newsletters, publicity material and mail outs. • Managing a team of regular contributors: copy-editing and uploading their work to deadline. • Co-ordinating with suppliers and art department creatives re site-specific discounts, profiles etc.• Devising and maintaining an 'Inspiration' category within the directory.• Concept development, content planning, communications and brand strategy.

'Pigeons and Peacocks' is the London College of Fashion's annual glossy: 150,000 copies printed with 75,000 on sale globally in July 2010. East End Stories was a 60 page section that constituted the majority of the 2010 magazine's written content.

TRANSFORM (http://sites.google.com/site/transformcontents/) was an open-ended, multimedial system designed to help the reader/user explore a wide range of transformative experiences in an innovative fashion. A highly-researched response to the exciting dialogue between digital and print media, it incorporated diverse online and print elements, constituting a serious prototype for an integration of the two. Created as an MA final project and winner of LCF's 'Off Catwalk Media Award'.

Administrating the involvement of the MA Fashion Journalism class in the 'Mapping Future Fashions' exhibition at the V&A Sackler Centre: a highly successful collaboration between two London College of Fashion MA classes and the centre's resident curators.

Flamingo is a leading global qualitative research and strategic marketing consultancy.• Analysis and research for brand ideation, trend and creative projects.• Transcription and summary analysis.• Project set up, both national and international.• Briefing and supervising international research partners.• Attending focus groups and caring for clients in countries including Spain, France and China.• Moderating focus groups and conducting depths, both online and in person.• Ethnographic research and film-making in consumer's homes.• Organising and analysing consumer blogs and print diaries.• Writing debriefs in Powerpoint.• Participating in client debriefs, workshops and further consultancy.• Working on major brands including LG, Nokia, Sony, Baileys and Bombay Sapphire.