I work at the intersection of brand strategy, cultural insight, and commercial systems, exploring how value is created, signalled, and sustained in premium markets.

My background spans luxury wellness, fashion, and consumer strategy, where I’ve led projects that question default growth models — particularly discounting, visibility-driven marketing, and short-term optimisation.

Increasingly, my practice has shifted toward understanding why certain systems work, when they fail, and how design-led experimentation can reshape them. I’m interested in experiential value, behavioural economics, and how brands can build long-term equity without eroding meaning.

I see my work as a form of inquiry, using real-world contexts as laboratories for testing ideas that sit between culture, commerce, and design.