I make the idea before I make it look like one.
I develop new products, categories and brand worlds for food, hospitality, wellness, lifestyle and emerging technology. The work begins where an ordinary object, habit or category has been looked at from the same angle for too long.
Product & category concepts
Finding the move a category has missed: a different format, behaviour, claim, ritual or comparison set. From the first proposition through a product world that can be made and sold.
Creative direction
Turning a strategic proposition into one coherent system across identity, object, packaging, campaign, editorial voice and launch.
Brand architecture & naming
Positioning, names, tiers and narrative structures that clarify why a product exists and what it can credibly own.
Packaging systems
Packaging treated as product behaviour and category strategy, not decoration applied after the decision has already been made.
AI-assisted prototyping
Using rapid visual prototyping to pressure-test a proposition across objects, environments and campaigns before committing to production.
Give me the most complicated idea you have. If I cannot make it clear — and interesting — you should not hire me.