I design identities.
For founders, people in positions of influence, creators & artists, and cultural brands
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You don’t have a marketing problem. You have an identity problem.
For founders, for people whose names move things, and for artists whose ambitions are larger than they’ll admit at a party.
ON IDENTITY
ON IDENTITY CONSULTING
WHAT IT IS
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You are not one person. You are several skins.
You are wearing several. There’s the one underneath — drives, appetites, contradictions, the things you want but would never say in a room with a cap table in it. There’s the one other people hold: how you’re introduced, what you’re assumed to be good at, what you’re never asked about. And there are the ones in between, worn for particular rooms, which is where most of the trouble lives.
Almost all of them arrived by accident. The work is deciding which stay, which get designed, and which come off.
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FOUNDERS — A company that outgrew its own story, and a founder who has to say the new one out loud before it’s finished.
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INFLUENCE — Executives, investors and chairs whose reputation arrives in the room first, written by people who never asked.
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CREATORS — Where the identity is the product, and there’s nowhere at all to hide.
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CULTURAL BRANDS — Organisations with more culture than they know how to say, and a description three years behind them.
THE PROBLEM
THE RESPONSE
WHO IT’S FOR
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What we build is decided by three things: how visible you need to be, how far the thinking goes, and how much of the ambition you’re willing to say out loud.
Are you a founder, CEO, or owner-operator?
FOUNDERS
You started it to change something structural, and you still intend to. But somewhere between the raise, the hires and the fourteenth version of the deck, the story got smaller than the plan — and the version you say out loud is now three years behind what you’re actually building.
WHAT IT TENDS TO PRODUCE
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A founder narrative that holds up through a raise and the round after it
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A public position built from your own thinking, not borrowed frames
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An editorial system that tells your team what to publish without asking you
WHAT THAT HAS LOOKED LIKE
An AI disinformation detection platform founder
A founder with real authority and no public voice became a category-defining one: a defined public position, a daily editorial system, and coverage in three national broadsheets.
Rich Kane
300%+ increase in industry engagement, and a top-ranking article in his sector’s leading publication.
Book a call
Are you an executive, investor, chair, or board member?
POSITIONS OF INFLUENCE
Executives, investors, chairs, operators. Your leverage stopped being what you do a while ago. It’s how you’re read before you open your mouth — and nobody ever specified how.
WHAT IT TENDS TO PRODUCE
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A position people repeat when you’re not in the room
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A personal brand hub that runs without your attention
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Persona rules by room, so the calibration is deliberate rather than instinctive
WHAT THAT HAS LOOKED LIKE
The Fixer
Became the person you call when the AI startup is on fire — recognisable to the right founders without ever having to self-promote.
JJ Reeder
Built a remote-work executive a personal brand doing two jobs at once: serving the company’s goals, and positioning her for the role she actually wanted next.
Book a call
Are you an artist, performer, content creator, or writer?
CULTURAL & CREATIVE
For artists, performers, writers and content creators. Here the identity isn’t packaging around the product. It is the product, and there’s nowhere at all to hide.
WHAT IT TENDS TO PRODUCE
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An identity that can carry more than one revenue model without fragmenting
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Brand worlds built to become recognisable IP, so the work compounds into cultural capital instead of evaporating
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A self designed deliberately enough that the work you’ve always wanted to make becomes possible to make
WHAT THAT HAS LOOKED LIKE
Book a call
Are you looking for this at company scale?
BRANDS & ORGANISATIONS
The same work, applied to a company rather than a person. Brand strategy, positioning, visual identity, and thought leadership programmes for organisations that have outgrown their own description. Larger projects are run via my separate The Identity Consultants agency.
See the brand work →
TheSoul Publishing
Narrative and messaging infrastructure for the world’s largest digital content studio — 40+ global campaigns, and award submissions that took 20+ prizes and a stack of Webby nods.
Horwin
Repositioned from EV manufacturer to cultural futurist, with a 60-page Brand Bible anchoring the global launch.
WAYS IN
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Three ways in.
THE READING
A diagnosis.
For people who can feel something’s misaligned but can’t name it.
THE BIBLE
Four sessions, the Bible, ninety days of live fire.
For anyone at an inflection point.
THE ADVISORY
Ongoing, small number at a time.
For people whose identity is permanently in motion.
Book a call
WHO I AM
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I spent two years in a mental hospital, and I’ve got through roughly twenty thousand pills since I was ten. Then I built a career out of rebuilding other people.
What came out of it went two ways: essays and fiction on one side, a consulting practice on the other. The first is where I work out what identity actually is. The second is where I put it to use — on people building things large enough to matter, and on the longer question of how much of a human being is available to be redesigned.
