I partner with agencies, brands, and leadership teams at the moments that matter — repositioning, new audiences, new categories. I bring strategic clarity to complexity and the creative direction to make it real.
SELECTED CLIENTS
GOOGLE MONCLER DYSON AMERICA’S CUP AUSTRIAN AIRLINES STARLING SAMSUNG ARSENAL NIKE NESPRESSO JAGUAR LAND ROVER NIKE
THE APPROACH
The best brand thinking lives at the intersection of rigour and imagination. I work across the full brand arc — from insight and cultural diagnosis, through to how a brand shows up in product, space, communications, and behaviour. It's the difference between a strategy that looks good in a presentation and one that actually changes things.
My background spans brand strategy, creative, comms, and brand architecture. Which means I can hold the whole picture while going deep where it matters — and I've done it at some of the most demanding and recognisable organisations in the world.
Selected projects
America’s Cup
Starling
Moncler
Cosmax
AGENCY EXPERIENCE DIXONBAXI FURTHER DESIGN STUDIO WIEDEMANN LAMPE WINKREATIVE SUNSHINE SEYMOUR POWELL NOTABLE LONDON STUDIO OUTPUT VENTURETHREE YOURSTUDIO
WHAT CLIENTS SAY“Selma is a creative catalyst who delivers unique ideas for future products and services. She thinks differently and brings new energy and perspectives, inspiring those around her to innovate.
If you’re unsure of what the future looks like, or stuck in a creative rut, invite Selma to run your next brainstorm!”
— Charlie Box, Head of Product Innovation, McLaren“Selma lead the design sprints for our future concepts with a refreshing approach. Taking us on a journey by framing the challenge in an engaging manner and giving context to future scenarios.
She has the ability to shed light on who the customers are and makes them a central point for innovation. Her energy and experience in facilitating these sessions was priceless!”
— Jon Marsh, Global Head of Director, Dyson“Selma has worked with us on a few projects to date and she has always delivered insightful, well-researched work. She is able to take on a wide range of strategic briefs across multiple product categories.
Selma has a very calm and professional manner and is lovely to work with!.”
— Laura Tan, Co-Founder, Notable.London