Creative Strategy | Branding | Art Direction
I bring a refined mix of creative instinct and strategic clarity to every project. With a background that bridges luxury fashion, marketing analytics and high-concept visual storytelling, I specialise in crafting brand strategies that don't just look elevated, they resonate.
My work lives at the intersection of creative strategy, branding, and art direction.
My work lives at the intersection of: creative strategy, branding, and art direction.
Creative Strategy: Grounding ideas in research, insight, and performance goals. Whether it’s repositioning a heritage brand or launching a new voice into the market.
Branding: Developing identity systems that feel intentional, directional, and enduring.
Art Direction: Designing visual worlds that tell stories across digital, print, and experience, combining editorial flair with commercial impact.
Through my academic and professional experience at ALR Music, FoundPop, Bessette and Art Partner & Partner Films, I've honed the ability to blend data with design, moving comfortably between brainstorms and a live campaign rollout. I also bring genuine hands-on production skills, filming, editing, styling, across social platforms including Instagram, TikTok and Pinterest, largely built out of necessity working in small teams and startups. That experience means I understand production from the inside, but my focus going forward is strategy: originating ideas and briefing others to bring them to life, not being the one behind the camera.
I'm also genuinely curious about cultural exchange. I hold HSK 3 Mandarin certification, am conversational in French, and I'm active across Chinese social platforms including WeChat, Douyin, Weibo and Xiaohongshu. That fluency shapes how I think about storytelling across borders, not just across channels; a brand voice that travels well isn't the same everywhere, and I find that translation genuinely interesting.
Whether it's a high-fashion campaign, an editorial concept or brand strategy, I bring a lens of intention, clarity and elevation, tailored to your audience and goals, wherever in the world they are.
Under the Hood…
I didn't always know I'd end up in creative strategy. I started on a path toward medicine, drawn in by a love for science, structure and evidence-based thinking. Everything shifted at university when I joined the fashion society. What began as curiosity turned into directing fashion films, leading editorial shoots, and discovering that fashion could be a language, not just an aesthetic.
My first MA at Condé Nast College of Fashion & Design, inCreative Direction for Fashion Media, gave those instincts a framework, branding, visual direction, the rigour behind creative decisions that look effortless. My second MA, in International Fashion Marketing at Regent's University London, added the other half: consumer insight, campaign strategy, the commercial logic that makes creativity sustainable.
The scientist never left. I bring both into every project - the analytical and the instinctive, the conceptual and the measurable. That's what I think makes strategy actually work: it has to be felt before it can be proved.
When I'm not working, I'm exploring a new city, brushing up on Mandarin, or mood boarding my next shoot from a cultural reference I’ve just discovered.