Experience and applied work

See how I turn strategic decisions into work businesses can use.

These selected projects show how I have applied positioning, messaging and strategic direction across consultancy work, previous independent engagements and founder-led brand development.

Client disclosure

Each client project is published as an anonymised summary with permission. One client, Wendy, also approved the use of her first name and her feedback.

01Perception became the competitive advantage.

Previous independent client work · Retail · Lingerie e-commerce

Naming and positioning a premium online boutique

The same dropshipped stock was available to many competing resellers using identical product photography.

Organisation namedNoAnonymised summaryPermission granted

The decision: Compete on perceived value through naming, premium positioning and European manufacture.
The reasoning: When stock is generic, brand perception can create preference and protect price.
The outcome: The boutique charged more than rivals and became one of the strongest-performing shops for that stock within its first year.

02Precision in the brief protected the product promise.

Previous independent client work · Independent jewellery

Sourcing materials for an independent maker

Wendy needed reliable suppliers for authentic semi-precious beads and findings across precise metal tiers.

Organisation namedNoAnonymised summaryPermission grantedFirst name and feedbackPermission granted

The work: Supplier identification, specification development and supplier outreach.
The judgement: The materials were part of the finished brand promise, not a generic procurement exercise.
Previous client feedback: “Very professional with superior communication… conscientiously made sure I had everything to my satisfaction.”

03One brand, lived consistently across two cities.

Previous independent client work · Hospitality · Restaurant group

Aligning a restaurant brand inside and out

A British Indian restaurant group had plateaued and delivered inconsistent experiences across London and Birmingham.

Organisation namedNoAnonymised summaryPermission granted

The decision: Align customer touchpoints, uniforms, benefits and training so staff could deliver the same promise.
The reasoning: External consistency rarely holds unless the people delivering it understand and believe in it.
The outcome: The brand became more recognisable across both cities, with growth in sales and repeat custom.

04A narrower offer became easier to understand and buy.

Consultancy client work · B2B · Social care consultancy

Refining an overextended service proposition

The consultancy offered too many services, quoted every job individually and lacked a clear centre.

Organisation namedNoAnonymised summaryPermission granted

The decision: Define the best-fit client, narrow the service range and remove job-by-job proposition building.
The reasoning: Positioning is as much about what the firm declines as what it offers.
The outcome: The firm now leads with a focused set of services built around the clients it is best placed to serve.

Make a loud world kinder.

Founder-led applied work · End-to-end brand

A calm, plain-English resource helping noise-sensitive people and their families understand and manage sound.

The work: Positioning, naming, tone of voice, content architecture, SEO and website direction.
The decision: Present practical support without positioning the brand as a clinical service.
What it proves: One coherent strategic idea can guide the mission, language, content and digital experience.

Read the full case study Visit the live brand

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