From national transformation to global brands, I help organisations create clarity and move with confidence. Here are selected engagements that show the breadth and depth of my work.
In-Depth Case studies
Oxagon, NEOM (Saudi Arabia)
Situation NEOM’s industrial and innovation district — Oxagon — needed a brand that could articulate its role as a reimagined economic city. The challenge was to define a compelling narrative for global investors, innovators, and partners while aligning with NEOM’s broader vision.
Work Led the brand development for Oxagon, including positioning, tone of voice, brand architecture, and experience principles. Worked closely with NEOM leadership, comms teams, and PR partners to ensure coherence across marketing and stakeholder engagement.
Outcome A future‑focused brand platform that positioned Oxagon as a global destination for advanced industry and innovation. The work strengthened NEOM’s placemaking strategy and deepened the agency’s multi‑million‑dollar relationship with the organisation.
Raiffeisen Bank (Austria + CEE)
Situation One of Central and Eastern Europe’s largest banks needed to modernise its brand, unify its portfolio, and strengthen its competitive position across multiple markets. The existing brand was fragmented and no longer reflected the bank’s strategic direction.
Work Led a comprehensive brand transformation — positioning, brand architecture, messaging, tone of voice, and sub‑brand development. Managed complex stakeholder alignment across multiple countries and business units.
Outcome A fully modernised brand that won three EU Transform Awards and contributed to a 17% increase in core revenue post‑launch. The new brand created clarity, coherence, and renewed confidence across the organisation.
Capgemini (Global)
Situation Capgemini needed to reposition its consulting and digital transformation offerings to compete in a rapidly evolving market. Multiple global teams, conflicting perspectives, and a fragmented go‑to‑market model created misalignment.
Work Acted as global strategy and client lead across Paris, London, New York, and San Francisco. Unified stakeholder perspectives, defined the strategic narrative, clarified product hierarchy, and built the go‑to‑market strategy for Capgemini’s premium transformation offering.
Outcome A successful global launch that contributed to a 29.7% increase in total revenues within a year. The work tripled the client’s spend with the agency and established a long‑term, multi‑market partnership.
Sainsbury’s (United Kingdom)
Situation Sainsbury’s was expanding into new categories — home, clothing, banking — but lacked a unified brand story and portfolio structure. The business needed clarity to support diversification and long‑term growth.
Work Served as strategy lead, growing the relationship from a single project into a two‑year engagement. Redefined the brand promise, simplified the portfolio, and developed new propositions across Home (Sainsbury’s Home), Clothing (Tu), and Sainsbury’s Bank.
Outcome A brand‑led business model that created coherence across categories and strengthened Sainsbury’s growth brands. The work established a long‑term strategic partnership and elevated the retailer’s ability to compete across multiple sectors.
Riyadh Air (Saudi Arabia)
Situation Saudi Arabia’s new national airline was preparing for a global launch. The ambition was enormous, expectations were high, and the brand needed to signal a new era for the Kingdom’s aviation sector. Leadership alignment, narrative clarity, and global positioning were critical.
Work Led the strategic development of the Riyadh Air brand — from positioning and narrative to experience principles and expression. Worked closely with C‑suite stakeholders and cross‑functional teams to define the airline’s role, personality, and long‑term brand ambition.
Outcome A globally anticipated airline launch that doubled client investment with the agency. Riyadh Air entered the market with a clear story, a distinctive identity, and a brand platform capable of supporting its long‑term commercial and cultural ambitions.
HearUSA (United States + Global)
Situation HearUSA — one of America’s largest hearing‑care retailers — needed to modernise its brand, break category stigma, and create a more human, accessible experience across 400 stores and 4,000 partner outlets.
Work Led the full rebrand: research, positioning, naming, messaging, and oversight of retail and digital experience. Guided cross‑functional teams across strategy, design, naming, and experience.
Outcome A stigma‑breaking rebrand that won a Transform Award and repositioned HearUSA as a category leader. The new brand created clarity, modernised the customer experience, and strengthened the company’s competitive position across North America.
More of the Brands I’ve worked with
