A project with Good Drinks Australia, a $100m+ revenue business, to develop the FY26 merchandise brand and retail strategy across Matso’s and Gage Roads.

Through a combination of quantitative and qualitative insights, brand strategy, range planning and trend forecasting, the project established a cohesive annual merchandise framework to strengthen brand engagement and support long-term growth.

Co-authored with Rebecca Hobbs for Stylus, using a blend of data-led research, cultural analysis and global case studies to map the evolution of tech retail.

Grounded in both quantitative and qualitative insight, the report uncovers five strategies defining how innovation, experience and sustainability will shape technology retail in 2026.

“Think Like Nature, in Tourism and Business” is a report co-created alongside Jess Jorgensen (founder, Sporesight). It is an exploration into how enterprises, policymakers and tourists are shaping new travel practices by embracing principles of nature.

Grounded in case study analysis, systems thinking and trend analysis, these shifts serve as invitations to experiment, adapt and evolve.

I developed the Macro content stream for BDA London’s subscription platform, Trendhub, delivering end-to-end projects across multiple sectors and global regions. This included everything from research and analysis through to concept development and full report writing.

My work spanned strategic thought-leadership, consumer profiling and cultural trend identification, helping brands translate emerging shifts into actionable opportunities.

I was commissioned to write a brand-led piece for Sibling Studio’s Substack, Post-Culture, exploring shifting cultural strategies.

The article uncovers a subtle yet significant evolution in the pace and approach of brand activation, reflecting broader changes in how brands connect with culture and consumers today.

A Substack dedicated to delivering fresh insights to creative minds, with a growing subscriber base of creatives, strategists, researchers and innovators.