Projects, Insights & Strategic Tools

A selection of projects, alongside a collection of guides, handbooks, and reports created to support your journey. The projects presented here reflect my work across cultural strategy and experience design, and were shaped, of course, by curiosity and making any topic feel alive.

Complementing these, the guides are designed as tools and invite you to explore research, writing, and strategy, encouraging you to question, connect ideas, and incite curiosity.

There is no single way to read through them, only your way forward.

Portfolio

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Portfolio *

  • The Viewing Party: Sports x Beauty Crossover Report

    The Viewing Party Economy explores a new opportunity at the intersection of beauty and sport

    As sport evolves into a social, cultural moment, beauty brands have a chance to show up differently and evolve beyond sponsorships. Inside, you’ll find key cultural shifts shaping sport today, strategic frameworks to design for emerging audiences, and guidance on building experience-led brand moments.

    Read It

  • Cultural Research

    Commissioned by Warm Street for research, this project explored the cultural shifts shaping an emerging Gen Z trend.

    The work mapped underlying behaviours and rituals, translating these insights into clear strategic directions and collaboration opportunities. The analysis was enriched with both French and international perspectives, grounding the work in a broader cultural context.

  • A Cultural Map of Ageism and Women

    A cultural strategy deck exploring ageism toward women across cultures, combining semiotics, community dynamics, and emotional insight to understand how perceptions are shaped and reinforced.

    The work draws on research, lived examples, and references to identify key tensions, gaps, and opportunities for brands to respond with greater relevance.

    Make It

  • Spirts Campaign Activation

    For a live campaign brief developed for a spirits brand, I was brought in by a Creative Director to contribute cultural insight across regional contexts in France.

    My role focused on identifying nuanced local dynamics, informing the strategic direction, and supporting concept development through research-led thinking.

  • THOA Activation Strategy

    For a new partnership opportunity with an automobile company, I collaborated with the founder of a luxury florist to translate her vision into an experiential concept.

    Three creative directions were developed, and then the activation was designed based on the selected concept, shaping the end-to-end customer experience journey.

Tools

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Tools *

Handbooks

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Mirror Mirror - A Writing Handbook

Finding your writing voice is a practice, and The Mirror Draft is the workbook for it.

The Mirror Draft is a writing handbook for whoever is navigating between how they were taught to write, how they actually need to sound beyond, and what they want to sound like. As useful for short and long form writing, creative to redactive, journaling to decks, it meets writing as a practice we return to, adjust, outgrow, and reshape over time.

The kind of workbook that gives you something to answer, not just something to read. Sections to fill in, prompts to sit with, space to find the thread of your own voice and strengthen it.

The big bonus: it's built to get messy. Print it, write in it, bring your pencils and highlighters, and come back to it. This is a handbook that works with you, not for you.

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