Seven years old, standing in a shop, asking my parents for one specific branded t-shirt. I was a specific brand and it did cost more than the others, but only this one felt like the one.

At the time, I couldn’t explain why it mattered, only that the t-shirt carried a weight the “wannabe” versions didn’t have. This was the original, the real deal. But why? It wasn’t just fabric or colour;
It was a signal, a feeling.

That is the earliest brand-related memory I can recall. Great brands aren’t just seen, they’re felt. They build emotional infrastructure for humans to connect with. Marketing, at its best, doesn’t push products. It creates the conditions for you to convince yourself you need them in your life. More often than not, that mechanism rests on the solid foundation of a well-made brand: the invisible, powerful bridges between symbols and meaning, between people and belonging.

For the past 15 years, I’ve been building those bridges, shaping brands, leading creative direction, driving internal innovation, and designing scalable systems that make big ideas travel across campaigns, products, experiences, partnerships and tools.

My work moves from complexity to clarity: finding what makes a brand matter, then amplifying it at scale in strategy, identity, motion, sound, and storytelling. Helping brands speak with consistency across channels and geographies.

Over the years, I’ve partnered with global names like Google, Coca-Cola, BCG, Facebook, Samsung, Adidas, Carlsberg, New Balance, Absolut, Honda, Vodafone, O2 Mobile, Audible, Starling Bank, Lloyds, Unilever, Nivea, Shell, Aramco, JLL, and Generali, always chasing that same spark I felt as a child: when a brand isn’t just recognized, but believed in.