Selected Clients
Brands I've built, launched, and repositioned.
Timeless brand positioning. Executable brand strategy. And the AI systems to make it fast, efficient, and excellent.
Start a conversation →An Australian icon getting buried by critter-brand perception in the U.S. market — and a three-day NYC mansion takeover that put it back on the right shelf.
Built a fully integrated digital, experiential, and PR platform to reposition Penfolds as the luxury house it actually is — not the bottle next to the kangaroo.
A 3-day NYC mansion takeover with RFID-tracked tastings. A "Best Dressed Somm" Instagram competition that turned the trade into the campaign. A targeted sales blitz off the back of it.
The story wasn't "Australian wine." The story was a 175-year-old house that had been quietly running the country's finest red wine program since before California had a wine industry. We just made that legible.
Brand work that survives the next quarter — and the next CMO. Built to be defensible, not decorative.
Find what's true.
Stakeholder interviews, competitive teardowns, consumer signal. We don't start with a brief — we start with what the brand has been hiding from itself.
Sharpen it to a point.
Positioning, narrative, voice, and the non-negotiables that follow from them. One sentence the whole organization can defend in a hallway.
Put it in market.
Campaign architecture, channel strategy, partnerships, experiential. Not a deck — a system. The ones who can't execute on what they sell don't get hired twice.
Make it fast and durable.
Custom AI workflows for content, brand governance, asset systems, and competitive monitoring. The same brand work, executed at 10× the speed and 1/3 the cost.
Four beliefs that decide where AI belongs, what stays human, and what work gets taken on at all.
The question isn't whether to use AI. It's where, how, and under whose judgment. Delegate what doesn't define the brand, to advance the work that does.
Taste, authorship, symbolic meaning, narrative, feeling. If the work could belong to any brand, it doesn't carry yours. That work stays human.
Tone rules, visual lexicon, cultural red lines — the house's taste, written down. AI-touched work clears that bar or it doesn't go out.
When AI absorbs the work about work, the day goes back to the craft people were hired for. Same hours. More craft.
Thirty-minute conversations are free. Tell me what you're trying to build and I'll tell you whether I'm the right person for it.
Start a conversation →