From ambiguity to plans that ship.
I work with founders and leadership teams at moments of complexity, growth, or reset, aligning strategy, product decisions, and teams so work ships with intent and creates value sooner.
Ethical fine jewelry founder, stuck between DTC and retail
Two paths were pulling the brand in opposite directions. Repositioned around story and values, then sequenced a go-to-market that made retail and online reinforce each other. Launched successfully, landed retail partners, followed by DTC.
Category-defining car finance brand holding the line against new entrants
The market leader whose name had become synonymous with the category — making them the target every new entrant aimed at. Repositioned them around signals competitors couldn't credibly copy, then architected a branded house that let them extend into adjacent products without diluting the flagship. Held category leadership through waves of new entrants.
Eredivisie football club with a fragmented digital presence
Existing digital was outdated and impersonal — a missed opportunity for a club whose fans were its biggest asset. Led the full digital strategy: rebuilt the architecture, reshaped the experience around fan identity, and layered in loyalty and ecommerce as connected revenue systems. Voted best Dutch football club website.
Clinical AI startup stuck on a top-down sales motion
Building natural-language AI to take admin load off healthcare workers — but the SaaS incumbents who owned the clinicians' workflows weren't interested. Reframed the go-to-market entirely: built demand bottom-up with the clinicians, showed them what was possible, and let the request travel up the chain. The company 3x'd within two years.
Five ways to work with me.
Independent, not alone.
Over 25 years I've built a network of senior specialists across strategy, design, development, content, and research. Every project gets the team it actually needs, assembled around the problem, not pulled from whoever's available.
Everyone I bring in shares the same filter: genuine fascination with the work. That's what makes the collaboration feel like one team, not a patchwork of freelancers.
Selected from 25 years of work across Just Fascinated and previous agencies.
Ambitious brands at defining moments.
Founders, CMOs, and leadership teams who need more than a consultant — they need someone who can align strategy, cut through competing opinions, and help the organisation move faster with more intent.
Established SMEs repositioning
Founder-led businesses
Pre-launch ventures
New market entry
Post-merger identity
Fundraise positioning
Brand encoding
Premium consumer brands
Professional services
Digital products
Brand Strategy
The foundation everything else runs on.
Discovery & Insight
- Brand audit and competitive landscape analysis
- Customer research and audience mapping
- Strategic insight development
- Market and category positioning
Strategy Output
- Brand positioning statement and story
- Value proposition and differentiation framework
- Audience personas with behavioral depth
- Messaging architecture: core message, proof points, pillars
- Strategic brief for creative and comms teams
Brand OS
Turning founder judgement into a system your team can run.
The System
- Root: brand kernel, values, and core belief
- Index: full brand library and asset structure
- Signal: communication logic and output principles
- Protocols: decision-making and workflow layer
- Formats: channel-specific adaptation rules
Delivery Options
- Co-created Brand OS: full engagement with me
- Self-Guided Toolkit with async review
- Self-Guided Toolkit, standalone
- Ongoing OS maintenance and evolution
Creative & Design
Senior creative direction backed by a curated network of designers and UX specialists.
Visual Identity & Brand
- Visual identity strategy and creative direction
- Logo, typography, and colour system development
- Brand design system and component library
- Art direction for campaigns and content
Digital Product & UX
- Product strategy and feature prioritisation
- UX and service design
- Customer experience mapping
- Interface design direction
- Design system governance
Brand Activation
The point where positioning becomes something people actually see and feel.
Strategy & Concept
- Marketing and campaign strategy
- Campaign concept and creative direction
- Tone of voice development and guidelines
- Channel and audience strategy
Copy & Content
- Brand copywriting and editorial direction
- Website copy and landing page strategy
- Launch and campaign messaging
- Content framework and editorial calendar
- Brand narrative for investor or partner decks
Fractional & Advisory
The strategic capacity of a senior brand director, without the full-time hire.
What's included
- Ongoing brand strategy ownership and direction
- Monthly brand health reviews and advisory sessions
- Review and guidance on creative and marketing output
- Stakeholder and agency alignment
- Access to Brand OS methodology and tools
Best for
- Scale-ups without a full-time brand lead
- Founders who want strategic input without full agency cost
- Teams in brand transition or repositioning
- Companies building toward a fundraise or exit
- Agencies that need an interim strategy lead
Tell me where things
are getting stuck.
Every engagement starts with a direct conversation about what you're building, where momentum is breaking down, and whether I'm the right person to help.