Meet Zoe

Part strategist, part excavator, surprisingly fun to work with.

Hi, I’m Zoe.

For 20 years, I built brands for Google, Bonds and Berlei. The kind of work that wins Cannes Lions and shifts markets. I learned exactly what makes people pay attention, and what makes them look away.

Then I turned that lens on myself.

I stepped out of corporate to move into a more intentional chapter, one that required claiming my identity, superpowers and purpose without the scaffolding of a big brand behind me. Making that transition without the right guide taught me something critical: what people in evolution actually need.

That’s the work I do now.

I’m part brand archaeologist, part strategic advisor, part creative doula. I work beneath the surface, uncovering the patterns, power and truth you’re too close to see, and give you language that finally fits.

For founders and leaders, this means positioning that allows you to stop hiding and start being sought out.
For organisations, it means cutting through the noise to align teams, sharpen direction and move with confidence.

I don’t do bloated decks or long retainers. I get to the truth faster, and then help ACT on it with clarity and confidence.

Lets chat

Real life observations transformed into valuable service

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The Challenge

Highly capable professionals and businesses often struggle with strategic clarity, not because they lack talent or vision, but because proximity makes objectivity impossible.

When you’re inside your own work, patterns blur. Language becomes imprecise. Positioning loses edge. Even experienced leaders can find themselves over-explaining, under-stating their value, or defaulting to familiar narratives that no longer reflect where they’re headed.

I kept seeing the same issue: exceptional people without the external perspective required to articulate their true position clearly.

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How I Help

The core of my work is rigorous, thoughtful inquiry.

Through structured interviews and carefully designed worksheets, I help surface the underlying truth of who you are, how you operate, and where your authority genuinely lies. This process reveals patterns, strengths, and strategic edges that are difficult to access from within your own system.

I use external feedback and Human Design selectively to support this work. They function as calibration tools — helping reduce self-perception bias and pressure-test emerging insights against how you naturally think, decide, and lead. The result is clarity that is not aspirational or performative, but grounded and usable.

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My Philosophy

Visibility does not require performance.

Professionals and organisations deserve the same level of strategic positioning applied to global brands — clarity of narrative, confidence of stance, and precision of expression.

You do not need to be everywhere.
You need to know exactly where you belong — and communicate from that position with consistency and authority.

My confession

I thought starting my own business would be easier. I had the experience, the skills, the network.

What I didn’t expect was how confronting it would be to show up as myself, not the corporate version, not the polished brand spokesperson, but the still-learning, still-becoming version.

That part took me by surprise.

It’s been uncomfortable at times.
And also deeply alive.

There’s something about standing in your own work, without a big brand to hide behind, that asks you to get honest. About who you are. About what matters. About what you’re no longer willing to carry.

I understand why people avoid this stage.
It’s messy.
It’s personal.
And there’s no neat playbook.

But it’s also where things start to feel true again.

If you’re in that in-between space, no longer who you were, not yet fully articulated as who you’re becoming, I know this terrain well.

Lets chat

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When I’m not architecting brands

Beyond my consultancy work, you can find me engaged in deep conversations about my current interests, which frequently include personal branding and human design.

I enjoy chasing waves (albeit poorly), squeezing my adorable kids, reading multiple books at once (a mix of personal growth and fiction), or dancing in my kitchen to 90’s house music (#sorrynotsorry).

I believe in long hugs, big questions, and doing work that honors your energy rather than depletes it.

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Awards and recognition

Bonds and Berli
Bonds
Google
Berli
Berli
Google
Google X AFL