I build brands from zero.
I work with early-stage founders to define positioning, craft cohesive brand worlds, and establish the foundational marketing structure that allows a company to grow with clarity. Over the past 8+ years I’ve worked across sectors (beauty, lifestyle, tech) working close with founders and built and scaled two consumer brands from scratch.
As a founder of consumer brands myself, I’ve built everything from naming and narrative to visual identity, packaging, tone of voice and launch strategy. I think holistically, ensuring every touchpoint feels intentional, aligned and emotionally resonant.
My strength lies in translating abstract ideas into tangible brands. I help founders move from “concept” to a clear launch-ready identity that people immediately understand and connect with.
What I help you with:
· Brand positioning & differentiation
· Naming & narrative development
· Brand architecture & messaging frameworks
· Visual direction & brand world building
· Website building, social media direction & content
· Early marketing foundations & execution (GTM)
Experience Level
Language
Work Experience
Education
Qualifications
Industry Experience
- Radical simplicity over overconsumption
- Cultural authenticity without exoticisation
- Minimalist aesthetics meeting ancient craft
- Defined brand positioning and long-term narrative
- Developed visual identity and packaging direction
- Built messaging system and tone of voice
- Led product development and pricing strategy
- Established B2C and B2B commercial model
- Directed all creative and digital communications
- Scaled to 1M SEK annual revenue
- Secured distribution in 100+ boutique hotels and retail stores globally
- Featured in ELLE, Residence, Femina and leading design publications
www.aardaleppo.com
www.instagram.com/aard.aleppo
Founded a minimalist skin- and haircare brand rooted in Scandinavian aesthetics and traditional Aleppian craftsmanship.
Aárd was created to challenge the beauty industry’s standard of more equals better. The vision was to build a radically simple, design-led skincare brand rooted in transparency, ritual and material integrity.
Inspired by the minimal product philosophy of the Hammam and built around authentic Aleppo soap craftsmanship dating back over 4,000 years, Aárd reinterpreted heritage through a Scandinavian aesthetic lens.
I co-founded and built the brand from scratch — shaping its positioning, narrative architecture, visual identity, packaging system, tone of voice and commercial model.
Strategic Direction
The opportunity was to elevate a traditionally utilitarian product into a refined, design-conscious object suited for modern interiors and hospitality spaces.
The brand was built on three pillars:
Every touchpoint — from typography and packaging materials to product naming and digital storytelling — was designed to feel calm, intentional and cohesive.
My Role
Founder & Brand Builder
Outcome
- Effortless, not complicated
- Design-forward, not trend-driven
- Premium yet accessible
- Digital-native at its core
- Identified whitespace and defined category positioning
- Developed full brand identity and visual system
- Built messaging framework and tone of voice
- Led product development and packaging direction
- Designed digital-first launch strategy
- Established e-commerce, fulfilment and operational systems
- Directed influencer campaigns and strategic partnerships (incl. collaboration with www.kessberlin.de)
- Successfully launched DTC brand with strong early traction
- Built a scalable digital-first foundation
- Established partnerships and influencer ecosystem aligned with brand positioning
www.abstractnaildrops.com
www.instagram.com/abstractnaildrops
www.tiktok.com/@abstractnaildrops
Abstract was built around a clear market gap: at-home nail care is a €10B+ category, yet most products are either low-quality, overly technical, or visually outdated.
The opportunity was to create a premium, minimalist alternative — high-quality gel nail stickers designed for a digitally native audience seeking ease, aesthetic coherence and salon-level results without the salon.
I built the brand from zero — defining its positioning, identity, product architecture and go-to-market strategy.
Strategic Direction
Abstract reframed nail care as:
The brand world was intentionally minimal — clean typography, restrained color palettes and product-led visual storytelling — to stand apart from the cluttered beauty landscape.
Rather than competing on complexity, Abstract positioned itself as clarity.
My Role
Founder & Brand Builder
Outcome
- Defining brand positioning and narrative structure
- Building a messaging framework across product, sales and investor communication
- Developing a consistent visual system and brand assets
- Creating foundational marketing infrastructure aligned with long-term growth
- Developed brand positioning and core narrative
- Built messaging architecture across touchpoints
- Created visual identity system and brand guidelines
- Created design assets across digital, sales and communication
- Structured foundational marketing systems for early growth
- Stronger category articulation in a technical market
- Clear differentiation from competitors
- Cohesive brand expression across investor, sales and digital channels
Brand Architecture, Visual Identity & Foundational Marketing System
Decade Energy operates in climate infrastructure — electrifying logistics depots and enabling grid access through integrated hardware and software solutions.
I was responsible for shaping the company’s brand from the ground up — translating a technically complex offering into a clear, cohesive and future-facing brand identity.
Strategic Direction
The challenge was to move beyond technical jargon and position Decade as a category-defining player in “the Depot of the Future.”
The work focused on:
The goal was clarity, authority and cohesion in a rapidly evolving industry.
My Role
Brand Lead
Outcome
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