Here are some things I've been thinking about.

As off-duty life moved increasingly online, the U.S. Air Force wanted to give a new generation of Airmen a reason to reconnect in person. League Night turned an overlooked network of bowling centres into an opportunity to build community, using humour, behavioural insight, and bowling’s glorious lack of cool to bring people together.

Discover how a Brand Alignment Workshop helped Deloitte’s Emerging Market Opportunities team create a scalable brand identity built around growth, innovation, and strategic clarity. This case study explores the branding process from stakeholder alignment and brand strategy to identity design, showing how better questions led to a stronger, more adaptable brand system.

After several years of dormancy, the Seoul International Film Festival needed more than a new identity. It needed a brand built for the next decade. I developed a modular brand system that separated the enduring festival identity from each year’s campaign, allowing the brand to evolve without losing recognition. I then led an international creative team to extend the system across every audience touchpoint for the festival’s relaunch.

As COVID-19 transformed the way people shopped, one of America’s largest grocery chains needed to understand how physical retail, automation, and customer expectations might evolve. Embedded within Deloitte’s consulting team as a fractional Creative Director, I researched emerging behaviours, envisioned the future of grocery retail, and translated that thinking into an immersive VR prototype stakeholders could explore before making strategic investments.