Making Identity Visible

Creative Direction · Brand Strategy · Coaching

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: my ability to translate complexity into clarity. I bridge creative excellence with strategic thinking, grounded in a deep understanding of identity, 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 strong, visual expression.

What I can do for you

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

I develop and bring structure to a creative vision, taking ideas from the big-picture to concept and final implementation. I set visual standards, lead creative execution, and hold the bigger picture alongside the smallest detail. Always finding the precise spot where aesthetic excellence meets commercial impact.
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.
I help founders and individuals cut through internal and external noise, gain deep clarity, and reconnect with their bigger picture. When your inner vision or business direction is untangled, decision-making becomes easier.
- For Founders: Moving from chaos to clear strategy. We refine your brand’s true direction, and build the clarity needed to move forward with alignment.
- For Individuals: Navigating career transitions, personal evolution, and professional realignment. We identify your North Star and turn insights into conscious, confident next steps.

WORK WITH ME

STYLE & SOUL DIARY

The Journal

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.