︎︎︎ Focus and Practice
︎︎︎ Qualitative Research.
︎︎︎ Ethnography.
︎︎︎ Insight and Foresight.
︎︎︎ Brand Strategy.
︎︎︎ Cultural + Creative Activation.
︎︎︎ Qualitative Research.
︎︎︎ Ethnography.
︎︎︎ Insight and Foresight.
︎︎︎ Brand Strategy.
︎︎︎ Cultural + Creative Activation.
Hello.
I am a Londoner, currently based in Brooklyn.
I explore things as they are, then as they could be at their most potent.
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I have an educational background in psychology and cultural anthropology.
I have designed, orchestrated and lead 180+ projects over 10 years.
i.
Life’s Work.
︎︎︎ why?
Shifting perspectives, cracking open, reimagining and making space for more expansive, generative and equitable futures.
︎︎︎ what?
Strategic and creative thought-partner.
With deep focus and practice in research and insight.
︎︎︎ with?
Nike [Women, Kids, NXT Innovation, Consumer Research + Insights, Brand Catalyst Marketing, SNKRS + NBHD], NARS, Clinique, The Girl Effect, Beats by Dre, The Barbican, BeautyStack, Rimmel, LA Philharmonic Orchestra, Converse, NOCTA, The Nue Co, MasterClass, adidas, SheaMoisture, EA Games, WeTransfer and more.
︎︎︎ where?
+London +Paris +Johannesburg +Amsterdam +Lagos +Berlin +Tokyo +Sao Paulo +Shanghai +Addis Ababa +Abuja +Riyadh +Jeddah +Kigali +Mexico City +Bahir Dar +Chicago +Los Angeles +Houston +Atlanta +Oakland +Miami +Gonder +Mumbai +Dakar +Edinburgh +NYC [+digitally across all 51 states in the US].
︎︎︎ when?
2008-2012 at Ruby Pseudo.
Here I crafted my creative-research practice, by leading a year-long project in 9 cities in Africa for the Nike Foundation, and developing one stream of adidas 2012 Olympic campaign.
2012-2014, Freelance Consultancy. + NeuroScience PhD assistant (Brunel University) + clinical psychology apprenticeship (NHS).
2014- current at B+A.
As the first employee, I have helped guide and develop the external consultancy offering, our team across the UK and US and the internal business strategy.
︎︎︎ how?
From the inside-out, and outside-in.
I work with people inside the business, and the people outside of it.
I exist in the in-between as an interpreter, provoker and translator.
Interviews. Workshops. Frameworks. Facilitated Experiences. Ethnography. Living my life. Listening to yours. Writing. Holding silence. Sharing. Post-it notes. Plans. Timelines. Sharpies. Creativity, playfulness and rigour.
Asking good questions at the start.
Better questions in the middle.
And the questions by the end.
FILE 23764—39/23
5FH/75