Brand Strategy & Consulting

Before you tell your story, you need to know who you are and what you stand for. I help organisations clarify their brand identity and tone of voice, and create communication strategies that are clear, creative and built for real audiences.

What I do

  • Brand strategy development (mission, vision, values and positioning)

  • Tone of voice development, frameworks and workshops

  • Campaign and communications strategy

  • Sustainability and impact communications

  • Audience insight and messaging architecture

  • Creativity workshops and team training

Tone of Voice

I help organisations develop, refine and embed their tone of voice — from defining the principles and personality behind it to creating practical guidelines, messaging and examples that work across different audiences and channels.

I also design tailored workshops that help teams understand their brand voice and use it confidently across their everyday communications. I've developed tone of voice frameworks, guidelines and training for global brands and organisations including Nike, Booking.com, UEFA, Cartier and Athlete365.

  • “Jo delivered a superb and inspiring copywriting workshop to our team that resulted in a shared understanding of brand style and tone. Jo’s workshop was clear, simple and inspired real change immediately.”

    — City Academy

  • "Jo organised impactful workshops across teams, driving buy-in and long-lasting impact. Her proactive nature and clear communication style make her a real pleasure to work with."

    — Booking.com

  • "The course served as a fantastic reminder of some of the key aspects of business writing. Jo had a very relaxed and approachable style which made the course comfortable and fun."

    — Participant, ‘Writing for Business’ workshop

Sustainability & Conscious Marketing

My work often sits at the intersection of brand, sustainability and social impact. I trained as a sustainability strategy consultant with Accenture and hold a Masters degree in International Development. I’ve worked with a range of purpose-led organisations, NGOs and social enterprises, as well as corporate responsibility and impact teams within larger brands.

I support organisations to articulate their purpose clearly, communicate impact with integrity and build trust through transparent, grounded communication.

A woman wearing a brown headscarf, grey sweatshirt, and brown pants standing against a bright yellow background. Overlaid text states, 'I stand for equality'
A woman walking outdoors in India during sunset, wearing a colorful bohemian-style dress with paisley and floral patterns, with traditional Indian architecture in the background.
Green poster with white text asking if you have been playing your part to tackle climate change, promoting IOC Climate Action Awards 2023, with logos for the International Olympic Committee, Airbnb, Deloitte, and P&G, and illustrations of a globe and
Youth in school uniforms standing outside a building with colorful weathered walls, and a woman in traditional attire with a scarf covering her head.
Two glasses of water, one with a filter and one without, reflecting on a surface, with the text '#NOFILTER' above the left glass and '#YESFILTER' above the right glass, and the logo for PlanetCare microfibre filters in the center along with the tagli
Three plush toys in the shape of a white sheep, a gray bunny, and a beige bear, all sleeping, set against a purple background with glowing star and flower shapes.
Row of four smartphones displaying different Nike app screens, with colorful Nike shoes behind the phones. Below, a mosaic of small images with Nike-themed advertisements and a text overlay promoting the new Nike app.
Colorful underwater scene with cartoon fish, a whale, a shark, and various sea creatures. Two characters with computer and notebook are sitting at a table. Bright coral and ocean background. The title 'Plastic Soup Foundation' and author's name 'Were
Two young men having a conversation in a classroom or office setting. One is seated at a table with a notebook and pen, the other is standing and pointing, engaging in a discussion. The overlay text reads: 'Unlocking skills and employment opportuniti
Screenshots of a meditation app showing options for playlists, sleep sounds, and anxiety management. The app offers 40,000 free music tracks and features user reviews and personalized recommendations.
Poster titled "ATHLETE365 PROGRAMMES" with images of diverse athletes, including runners, a gymnast, and a boxer, celebrating and in action, against a green background with the Olympic rings and "Athlete 365" logo.
A white microbiome filter device with a coiled tube and circular indicator, placed on a white surface with a blurred background, part of an article about fight against microfibre pollution.
Three black and white photos of people standing or sitting with overlaid text. The first person is a man leaning against a graffiti-covered wall, the second is a woman walking outdoors carrying a basket, and the third is a woman sitting on the ground
A baby sitting on an adult's lap, pointing at a blanket. Baby is wearing a yellow outfit with black pattern. The adult has a patterned shirt with red and black design.
Person standing inside a room looking out a large window at a cityscape during sunset, with the Booking.com logo and tagline displayed.

Leadership, teams and change

Alongside project-based consulting, I work with founders, leaders and teams navigating periods of change, growth or transition. I'm an ICF-accredited Professional Corporate and Executive Coach and bring a coaching-informed approach to my consulting and facilitation. I also design workshops and team sessions exploring creativity, change and identity through writing and conversation.

For more on my creative and reflective workshops, visit Sunlight Later →

  • "Jo's ability to connect strategy with execution had a significant positive effect on my team's success. This is why I would recommend her without any hesitation for any project that requires smart thinking and reliable delivery."

    — Booking.com

  • "Jo combines the rare qualities of being a great accomplisher, having attention to detail while being able to bring strategic vision and business maturity. She is one of the most talented and personable people I have worked with in my career."

    — Barclays

  • "Jo created a strategic playbook for our digital communication channels. Her ability to quickly understand our needs and work out the nuances was remarkable. Highly recommend working with her."

    — Booking.com

Brand Strategy & Consulting Clients

Accenture, Accenture Development Partnerships, ACCOR, AMREF, Artipoppe, Athlete365, Barclays, Booking.com, Cartier Philanthropy, Cartier Women’s Initiative, City Academy, FairPhone, Grand Designs, GSK, Humanitarian Practice Network, IDH Sustainable Trade Initiative, Insight Timer, International Olympics Committee, Mandali, Monsoon, OECD, Oxfam, Planet Care, Stahl, The British Council, The Eden Project, The National Theatre, The Social Investment Consultancy, The Plastic Soup Foundation, TOMS, WWF