Hi, I’m Nadia.
Anthropology-trained brand strategist.
I uncover the subtle patterns of human behavior and turn them into brands that spark connection & conversation.
DNA
Human Insights-Led
Great work speaks to real human insights that go beyond just the numbers and captures the nuances.
Strategically Driven
Clear creative strategy that focuses on long-term brand growth, not just short-term spikes.
Impact at Heart
Create a meaningful difference in the lives of humanity, not just clutter.
THE WORK
THE WORK
What I do…
-
In-depth interviews, participant observation, focus groups to bring cultural and behavioural drivers that shape consumer decisions to the surface; sharpening target segment.
-
Workshops to craft brand identity: purpose, points of difference, RTB, tone of voice; articulated through structured frameworks that sharpen positioning and build emotional relevance.
-
Reformulate business challenges into behavioural challenges, prototyping do-learn-do nudges across touchpoints.
-
Uncover new solutions that delight consumers based on gaps in the market.
new jobs-to-be-done
Women think about their hair all day. Not just in the shower, not just in the mirror—all day, every day. This is a potential touchpoint for care and confidence. This reframed our thinking: haircare isn’t just “in-shower vs out-of-shower,” it’s a 24-hour experience, with unique needs at every moment.
Learn
Books, videos, substacks, articles I enjoy & recommend
Anthropology
(for the anthrocurious…)