These are the tools I return to again and again : flexible, living methods that help brands reveal their essence and stay relevant.

• Brand Archetypes : every brand has an emotional DNA. Inspired by Jung’s theory of universal archetypes, this tool uncovers a brand’s symbolic role in people’s lives → its personality, its tone, the deeper narrative that gives coherence and meaning to every choice. 

• Brand Platforms : this is the backbone of everything, and the part I love most. Here the brand takes full shape: its purpose, values, promise, and pillars distilled into a structure that inspires. The platform is a compass, a North Star, giving both contours and essence to the brand. 

• Strategic Moodboards  : by translating a brand’s strategic core into curated images, moodboards make it tangible and felt before it is even rationalized. They capture atmosphere, texture, and emotion, showing the brand’s world in a single glance. 

• Cultural Scanning : reports, studies, media sources, archives … scanning them is how I capture the pulse of the present. Reframed into visual maps that make sense of complexity, this process reveals the visible symptoms of deeper social, behavioral, and emotional shifts - anchoring every brand strategy in the realities of its time.

• In-depth Interviews : interviews are an art form. With experts, consumers, or internal teams, long-form conversations open up what usually remains unspoken (doubts, desires, contradictions). These fragments of truth are the raw material that make a brand strategy credible, human, and alive.

• Workshops : workshops create collective moments of clarity → aligning teams, surfacing tensions, sparking ideas. I draw on a wide repertoire of exercises, adapting them to each client and inventing new ones when needed, to make abstract strategy tangible, something people can own and believe in.

Of course, these are just a few highlights. My toolkit keeps evolving with every project, every brief, every cultural shift.