Meet Zoe

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

Smiling woman with curly blonde hair wearing a dark green blazer and gold jewelry against a white background.

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

The people I work with are exceptional. But proximity makes objectivity impossible: you can't see your own patterns clearly from inside them.

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How I Help

My job is to see what you can't. And reflect it back with enough precision that it becomes usable.

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My Philosophy

Visibility doesn't require performance. It requires knowing exactly where you belong, and communicating from that position with clarity 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