Work
Over the last decade I’ve been defining who a product is for, what makes it matter, and how to bring it to market. I pair positioning and messaging craft with consumer psychology, data-driven research, and hands-on creative processes.
Selected case studies
Global toy brand · Consumer insight · Positioning · Dalziel & Pow
Kids don't buy toys. They buy social currency.
A positioning framework for an iconic kids entertainment brand, now applied across Europe.
Global beverage brand · Partnerships · Brand strategy · forpeople
Making the world's most accessible brand feel exclusive
A collaboration strategy for a global beverage leader, approved by leadership and used to approach partner brands.
AI website builder · Repositioning · Brand architecture · Moving Brands
Shifting from the Apple mindset to the Android one.
Repositioning the leading website builder in a market where every competitor sells AI.
National tech retailer · Value proposition · Retail strategy · Dalziel & Pow
Turning a local leader's oldest strengths into its newest proposition
A value proposition and retail strategy that led to the country's largest tech flagship.
Research
MSc Psychology for Environmental Sustainability · Católica Lisbon School of Business & Economics · 2024–2026
Why we look away
Original research on why people keep buying things that clash with their own values, and how social media content affects that.
Key finding: Showing people the harm their choices cause doesn’t change their behaviour, and neither does explaining their own biases to them, at least not straight away.
Further areas studied on the MSc:
- Sustainable supply chains and the politics of ingredients in consumer products
- Consumer identity and pro-environmental behavior
- Behavior change and cognitive psychology
- Qualitative and quantitative research
More projects
Vegan beauty brand · Dalziel & Pow
Positioned Asteri, a women-led vegan make-up brand, for the Middle East market under the idea "Sisters under the stars."
Behavioural science agency · Laicos, Lisbon
Analysed the European EV market and the latest behaviour-change research on energy use, helping a behavioural science agency enter the sustainability market.
Big Four UK bank · Venture Three
Researched the market and competitors to position a new account tier.
Global beverage brand, B2B · forpeople
Repositioned a B2B product behind one of the world's biggest beverage brands, working directly with its executive team.
Global fintech company · forpeople
Helped one of the biggest fintech companies in the world unify its brand across markets by defining its brand philosophy.
Global FMCG brand · forpeople
Developed a global retail strategy to help the brand target young audiences in a specific geographic region first, with the plan to scale.
Telecoms brands · Dalziel & Pow
Developed retail strategy for several telco brands from various global markets and researched for the white paper on the future of telco retail.
Earlier design work
Inclusive by Design
Positioning and identity for a consultancy making inclusive design the norm, not an add-on.