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 NESTLE NESPRESSO JAGUAR LAND ROVER NIKE
THE APPROACH
The best brand thinking finds distinction 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“Her work set us up to deliver a vision and innovation work that has already delivered 1m customers, and it’s only just scratched the surface of the strategy and product she envisioned.”
— Frasers Group“Her work was able to articulate something we know to be true and authentic to us, but something we couldn’t articulate ourselves in all these years.”
— Austrian Airlines“Selma was so instrumental to getting us to where we want to go, a beautiful storyteller and very smart.”
— Starling