My approach

My favourite word is kaleidoscope—from the Greek kalós (beautiful), eídos (shape), and skopéō (to examine). A kaleidoscope reveals new forms through shifting perspective, and for me, it’s more than a word—it’s a guiding principle for my work.

I blend creative strategy, research, and cultural insight to help organisations discover what others might miss. By listening with empathy and exploring every angle, I translate cultural complexities into practical, impactful strategies. My focus is always on making real connections—between brands and the communities they impact, between heritage and innovation, and between insight and action.

With an MSc in Cultural Heritage, I understand culture not just as a backdrop to people’s lives, but as a dynamic force shaping beliefs, behaviours, and realities. I help organisations recognise and anticipate these shifts—crafting campaigns, experiences, and partnerships that resonate with real audiences and keep them ahead of the curve.