Senior Brand Strategist with 6+ years’ experience bridging strategic rigour and emotional resonance across brand and identity projects. Experienced in leading work from initial framing through to final articulation  -  shaping positioning, naming, verbal identity and brand systems that live coherently across touchpoints. Infinitely curious and culturally attuned, with a strong ability to distill complex signals - across audience, category and culture - into clear, compelling ideas. Comfortable moving between big-picture concepts and detailed execution, working closely with creative teams to unlock distinctive and meaningful brand expressions. Operate at the intersection of strategy, storytelling and design — partnering with clients, designers and writers to create brands that are both strategically sound and emotionally resonant.