When a brand outgrows its own front door Impossible Foods: Website Content Strategy & Information Architecture The meat industry was fighting back. Credibility was under attack. And the website, the brand's most important owned platform, was making everything hard to find and harder to trust. I came in to reorganise the house before the new chapter could begin. Read the full story →

Nike EMEA App Content Audit: At scale, the risk isn't invisibility. It's losing intimacy. I audited the Nike app structure and proposed how to bring editorial and product content closer together, so membership felt like belonging, not just transactional. Read the full story →

Lipton Teas & Infusions (former Ekaterra) Content Editorial: Unilever sold its tea division. Overnight, teams across multiple countries lost their centre of gravity, as some brands were now bigger than their unformed new business identities. I interviewed C-level leaders across the business and built the foundation, tone, message, and platform that let them reflect on where they were going before committing to the next chapter. Read the full story →

McLaren Racing - Website Content Strategy & Information Architecture McLaren Racing had thousands of pages on its website. Most of them didn't need to exist. Not because the content was bad, but because it had accumulated over the years without a strategy to hold it together. And underneath the volume, a bigger problem: the website was telling a Formula 1 story when McLaren is so much more than that. The context had shifted. New audiences were arriving, drawn in by documentar

Mastri / Brand Identity, Naming, Content Strategy Gisele spent seven years inside luxury leather ateliers in Italy, such as Dolce & Gabbana. When she moved back to Brazil, the expertise was all there. The language for it wasn't. We built Mastri from scratch, name, identity, and story. Six months after launch, she was fully booked. Read the full story →