Narrative strategist and Author
Experience and background
I’ve spent 10 years building the narrative for ecosystems, policy and research. I know how organisations think, how decisions get made, and how hard it is to say something true and simple when the pressure is to say something safe and complicated.
I take something complex and make it clear enough that people believe in it.
In addition, I am a writer. I have recently finished my first work of fiction — a pre-teen mystery novel, currently with my editor. Writing it taught me more about how stories actually work than anything else I have done.
My approach to design
Most design briefs have a story problem underneath them. A brand doesn't know what it is trying to say, so the design cannot do its job. I start there — with the story. What does this brand genuinely stand for? What would be lost if it disappeared? What is the one true thing it needs to say? Only when that is clear does the design begin.
I like working with brands that that care about simplicity, honesty, and building something that lasts.
