Actionable brand strategy. Grounded in research and insights, not vibes.

Distinction is power. Clarity creates opportunity.

As your competitors sink into sameness, now’s the time to define your difference.

When can I help?

You’re starting out.

You’ve got a brilliant idea, product or fledgling business, but you don’t know how to shape your untamed ideas to get users – and investors – as excited as you are.

You’re evolving.

As you’ve grown (through new markets, products, audiences or channels) your brand and marketing efforts have become disjointed, and don’t tell the story of the business you’ve become.

You’ve stalled.

You may be facing new competition, customers with evolving needs, or a shrinking market. You need help plotting your course forward before reinvesting in marketing and product.

Past clients

  • David Jones
  • Australia Post
  • BBC
  • M&C Saatchi
  • Accenture
  • Telstra
  • Swisscom
  • Moving Brands
  • Port of Tauranga logo featuring a circular emblem and bold text.
A woman with shoulder-length blonde hair and blue eyes, wearing a black top with puffed sleeves, standing against a plain light blue background.

Kia ora, I'm George. A brand strategist with twenty years of international experience in brand building.

I merge the most useful principles from a broad marketing background; a research-led approach to marketing strategy,  the user-centricity of design thinking, the high-impact emotion of advertising, and deep expertise in brand development . 

A proud industry generalist, my clients are leaders in tech and telco, public sector and professional services, social enterprises and FMCGs. I've worked across the UK and Europe, the US and Australia, and continue to work internationally from Aotearoa New Zealand

  • “George was able to articulate what was at the core of our brand in ways we struggled to. To articulate values and ideas that we already instinctively felt, but hadn't realised to their full potential. The process was really fun and engaging and super insightful. As a result as a business owner and from our team's perspective we have such clarity now on how to move forward with all of our content, marketing strategies, logo and packaging refresh; with clear direction and with purpose.”

    — Caitlin West, Founder of Calmer Chai

  • "I have worked with George on and off for several years now and am always amazed with the intelligence and strategic thinking she brings to any project. She has spearheaded the brand strategy for my business, but brought so much more value to the business beyond what’s generally considered ‘brand.’ She has a clear understanding of the world of startups and what it takes to intelligently stand out in a cluttered market. She has a methodical approach to proposition development, taking the most complex of detail and synthesizing it down to something that's clear, concise and importantly something that resonates with our target customers. On top of that she has a keen eye for great creative. A fantastic marketeer and secret weapon for anyone looking to take their brand to the next level."

    — Mike Lowers, Founder of Neue Water

  • “I worked closely with George on a number of projects varying in scale and complexity. I appreciated her clarity of thought, strategic mindset, and positivity, particularly in high-pressure moments. George also brings a combination of skills and experience which informs her holistic approach to brand strategy. Her warmth, empathy and work ethic are characteristics that make her a valuable addition to the project.”

    — Dominic Hofstede, Partner, Mucho

  • "Georgina has the benefit of being both a great brand and marketing strategist, as well as having held in-house marketing roles herself. She has high client empathy and is a skilled facilitator who can drive alignment even in delicate situations. She is a great communicator and a true team player who is committed to always doing her best work. Georgina is known for her energy, drive and always positive outlook."

    – Minni Lakotieva, CMO and Board Member

  • Engaging Georgina to help me with my brand strategy has been invaluable! She came up with our company name, she nailed the brief in every way and is continuing to assist me with sales decks and content for my website - so everything feels completely ‘us.’ Before launching, I would read the strategy she created on the plane before meeting with future suppliers and partners. It gave me the direction I needed to nail the conversations.

    Maryanne Young, Founder of Rude to Stare