Case Studies
Here are a few projects I’ve worked on recently.
PS Rewards
How do you launch a new loyalty brand in a market where everyone’s already signed up to a dozen different cards… and nobody really cares? I developed a challenger brand strategy that turned saving money from a forgettable transaction into an emotionally rewarding habit, building brand engagement and long-term loyalty.
News media startup
What if the real product wasn’t the platform? Working with a UK media startup entering an overcrowded market, I uncovered a far bigger opportunity hidden inside the business model, repositioning the company from a content player into a data and engagement platform. The resulting strategy revealed a potential 10x increase in exit valuation and a completely new path to scale through media and ad-tech partnerships.
QuestDB
How do you put a next-generation data infrastructure brand on the radar of some of the most sceptical, technically literate minds in finance… in three to seven seconds, on a tube card? I developed a challenger brand strategy and campaign that turned a complex technical product into a conversation starter, giving capital markets technologists a reason to talk about QuestDB at the coffee machine, in the office, or over drinks after work.
Pilbara Pest Co
In an industry competing on price and hiding behind the same tired clichés, I helped reposition this regional services business as the professional-yet-personable challenger brand in a stale category. By uncovering that enterprise buyers cared far more about trust and reputation than cost, I developed a strategy and brand system that could win over mining executives without losing local credibility, helping drive expansion across five locations and attract higher-value commercial work.
Take 5 Thrive
In a wellness market crowded with vague promises and feature-led brands, I helped uncover the one thing competitors couldn’t easily copy: a clear, proprietary framework people could actually follow. By repositioning Take 5’s five-point model as a source of guidance rather than more “wellness content,” I created a scalable brand strategy designed to resonate with both overwhelmed professionals and corporate decision-makers looking for something more meaningful than generic wellbeing programs.
OOME
How do you launch a new fintech product in a market where buyers have been burned too many times to trust anyone new? For this loan management platform, I developed a challenger brand strategy built around “quiet confidence”, positioning the product as the dependable middle ground between outdated legacy systems and bloated enterprise software. The result was a brand designed to reduce anxiety, earn trust fast, and resonate with cautious B2B buyers on both emotional and rational levels.