Brand Development


I am the founder of The Heroine’s Journey and The Hero’s Journey project and help brands to engage creative professionals as customers at a deeper emotional level.


Brands are adept at raising high hopes and expectations in the minds of consumers. But consumers today are getting increasingly cynical, sceptical and frustrated with brands who simply hold up the desired psychological destination signs (Freedom / Happiness / Calm / Good Relationships) without offering practical support in how to get to those places.

In other words, consumers are increasingly looking for brands to be more ‘meaningful’ – to genuinely help them to lead more fulfilled lives.

I know that consumers are commercially rewarding those brands that they consider to be meaningful*. I believe that many brands would do well to exploit the fact that there is a large but often underdeveloped dimension to their offering that they could capitalise on.

This is where I can help.


I make a variety of story interventions in the way the creative customer experiences a brand – in order that they better understand and love the offering.

I do this by adding a rich layer of storytelling content (manuals/products/films/books) to a brand’s services or products. We create this layer by taking inspiration from the best storytelling from over 2,000 years of human culture (music, films, books, design and art).

Whatever creative business you’re in, if you’ve got an idea for a project or partnership, or need some creative inspiration, do give me a call at 0031 6 33661772 or email at