At the core of what I do is cultural fluency: gathering, interpreting, and making sense of the signals that shape how people think, feel, behave and communicate.

By transforming research & cultural intelligence into strategic & visual direction, I help individuals, brands & organisations understand their world and how to show up meaningfully within it.

My background spans sociology, data analytics, consumer research + insights, marketing strategy, UX research + design, and branding + visual direction, turning separate disciplines and diverse experience into an integrated way of thinking.

The result is a malleable practice built around individual needs. That might mean shaping communication strategy, informing a product direction, identifying the right partnerships, building a visual identity, or simply helping you understand your audience more clearly.

My work can be as targeted or as expansive as needed: from standalone data work through to end-to-end strategy and visual direction, so you only take what's useful.