I help businesses tell the authentic story of who they are.

For many years, I’ve built visual identities for brands across industries — consumer goods, tech, creative agencies, nonprofits. I noticed that businesses always thought their design was the reason for their stunt growth.

I worked with a client which had been struggling with revenue growth for many years. They redesigned their website. They picked new colours, and a new font. They started posting reels on instagram. They found influencers to collaborate. They spent thousand each month running ads… and other million things. Of course nothing worked, because they didn’t realize that their problem was that they were telling the wrong story!

No amount of beautiful design or witty marketing campaigns can fix a brand that doesn't know who it is and what it's trying to say.

This realization led me to study what makes people believe things. Carl Rogers wrote about human’s universal desires and tendencies; Ernest Hemingway’s iceberg theory showed human’s existential struggles, thus the search for identity in a bigger story. I realized that a brand isn't just a visual system, but also a belief system, and the latter should always come first.

I help businesses find the words for who they already are.

If something about your brand feels off — if your instinct says the copy aren't quite right, the positioning isn't quite landing, the design feels misaligned, the clients you're attracting aren't the ones you want, and you’ve tried everything to fix but nothing works — that's usually a story problem. And that's exactly what I'm here for.