Axis Mundi combine critical cultural discourse, semiotics and design theory for commercial and social enterprise.We map and build compelling strategic territories to embed fluency, ingenuity and resilience across diverse brand categories and contexts.

As Head of Content I work with Frame's editorial team to deliver coverage of spatial design innovation across the retail, workplace, home, hospitality and residential sectors via a range of channels, from print and digital to exhibitions and live events.: Implemented a new editorial strategy that shifted the publication towards more insight-driven content in order to grow the brand-side readership. : Optimising both in-house and partner content for SEO and measuring performance against key indicators. : Building and managing a broad range of contributors to meet content pipelines on time and on budget. : Led on consultancy projects with major brands, from developing bespoke presentations on experiential retail for Hermès to defining the customer journey for Dries van Noten. : Presented the business’ IP at in-house events and for external clients, such as chairing a roundtable on the future of mobility for BMW. : Led the programming of our annual festival of innovation, which features 12+ keynotes from leaders at organizations such as Google, MoMA, WeWork, Vitra and adidas, alongside multiple workshops and creative installations.

As a Senior Foresight Writer I covered the evolution of key lifestyle industries in order to help brands build robust strategies for growth. My core role was to map major consumer trends in order to provide C-suite-level executives with actionable intelligence. I gained experience in content planning and execution, sector tracking and analysis and thought leadership. : Charted the future of sectors such as gaming and music streaming for some of the world’s leading technology companies, creating bespoke trends programmes that identified the consumer drivers defining the trajectory of these sectors.: Planned and executed a range of qualitative consumer research, including ethnographic fieldwork, participant observation and in-depth, open-ended interviewing to create consumer-tribe profiles.: Wrote several cross‐sector macro trends that orientated the business’ overarching strategic thinking for the coming year, helping win and retain new clients such as Spotify, M&S, City Football Group and Jaguar Land Rover. : Pitched, planned and executed a range of text, film and events-based content during two years in which the foresight department exceeded targets in terms of subscriber numbers and overall traffic. : Championed far futures research, making a compelling business case for extending the time horizon of our IP to drive new client conversations and unlock potential project work. : Presented the company’s strategic thinking to industry leaders at in-house and external events.

London-based freelance design and architecture writer who has contributed to a wide range of publications on the arts, design and culture, including: Disegno, Space, Art Review, Form, MARK, Onomatopee, ICON, Uncube, NOON, Human Being Journal and Reading Design. Co-founder of design biannual Dirty Furniture.