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.
establishing new category
How could Herbal Essences prove that “natural” can deliver the performance she expects—while still feeling authentic, modern, and relevant in her beauty routine?
thoughtstarters: community + expansion
What a 12-month brand building campaign (“Find Your Genki”) could look like to support a 5-year expansion plan.
Learn
Books, videos, substacks, articles I enjoy & recommend
Anthropology
(for the anthrocurious…)