Work
A selection of case studies that show how strategic brand thinking works in real situations.
Each piece explains the challenge, the strategic approach and the outcome, giving a practical view of how clarity and structured decision making move organisations forward. These examples reflect the kind of work I do across brand strategy, messaging, narrative development and leadership support.
The aim is to make the thinking visible so teams can see how strong brand direction helps create alignment, sharpen communication and build momentum across projects and day-to-day work.
March 29, 2026
Rebuilding Brand Clarity with a Nonprofit in Rural Ethiopia
A rebranding brief in rural Ethiopia became a four-year partnership in brand clarity, capacity building, and confident storytelling
June 1, 2025
Redefining the Prosperity Index: Transforming Data into Story
How design and editorial strategy transformed the Legatum Prosperity Index into a storytelling platform for global impact
May 26, 2025
Brand Strategy for the UAE’s Cashless Future
A collaboration to craft brand strategy for Al Etihad Payments, helping shape the UAE’s national payments identity from the ground up
April 30, 2025
Building Brand Clarity in a National Health System
What began as a brand implementation brief became a lesson in systems change, strategic patience, and the quiet power of foundations well laid
April 24, 2025
Brand Strategy for Squirrel Education
Refining the Squirrel Education brand to support their growth, investor outreach and school adoption in the UAE
April 14, 2025
Brand Architecture for Dubai Silicon Oasis
Discover how brand positioning, competitive analysis, and architecture strategy shaped a scalable framework for Dubai Silicon Oasis' growth
April 6, 2025
Toolkit Design for World Food Programme
How I helped the World Food Programme design a user-friendly toolkit for behaviour change in Uganda’s refugee communities
April 3, 2025
Video Storytelling for The Luminos Fund
A behind-the-scenes look at how I oversaw video storytelling for The Luminos Fund, capturing impact through authentic documentary film
March 29, 2025
Stakeholder Insights for Arabsat
Read how the Stakeholder Insights & Competitive Analysis, conducted for Arabsat, shaped the foundation for a successful rebrand
March 17, 2025
Impact Report Design for the Legatum Center at MIT
A collaboration with the Legatum Center at MIT to transform complex data into an visually engaging 15-year impact report