Making Identity Visible

Creative Direction, Brand Strategy, Editorial

Hi, I’m Helen

Highly aesthetic, deeply strategic.

I bring 12 years of experience across editorial, media and fashion, alongside a deep understanding of what it takes to build brands and businesses from the inside out. I’ve worked in publishing for leading women’s titles, led campaigns for brands like Nike, Gucci and Lancôme at Refinery29, and worked closely with founders to shape their businesses, brands and direction.

What connects it all: creativity with strategic thinking, and a deep understanding of audiences, culture and what makes a brand resonate.

How a brand shows up is a reflection of the identity underneath it. When that identity evolves, the expression has to evolve with it. That's the work I love: finding what's ready to emerge in a brand, or the founder behind it, and translating it into a clear direction and a visible expression.

What I can do for you

Everything I do circles one subject: identity, and how it becomes visible.

A strong editorial eye, with a background in fashion and beauty. I build visual worlds, campaign concepts and brand identities, and I take the creative from big idea to concept to final frame. I hold the bigger picture and the smallest detail at once, and always find where commercial meets creative.
I've always been a little obsessed with why we fall for one brand and scroll past another. I work with founders and teams on positioning and messaging. My coaching background means I ask the deeper questions that lead to the real answers, and I connect the dots fast where others see only chaos. I find the thread immediately, and translate it into words and visuals.
Words are art direction too. Editorial, brand storytelling and branded content, the same identity carried into language. Campaign, social or long-form, I’m interested in finding the voice, tone and perspective that make a brand feel unmistakably itself.
I am experienced in leading multidisciplinary teams, and a background in systemic coaching means I read people and dynamics fast. I'm as interested in developing the talent as the work.

WORK WITH ME

The Journal

Style & Soul Diary

I also love exploring how identity becomes visible through style, colour, and self-expression, drawing on psychology, neuroaesthetics and my background in fashion and editorial. I write about these ideas on my Substack.
Also available for editorial commissions.