Every culture has its own visual and verbal codes for who belongs. I map the codes at play in a market, build the ones that fit a brand, and turn them into creative direction and moodboards grounded in local strategy.

Two countries can share a trend and mean completely different things by it. I build and lead expert councils, advisory groups and teams of local researchers across markets to map how values, attitudes and behaviors diverge, whether a team is still ideating or already roadmapping its next move.

My "Trend Treks" take teams into Berlin's scenes in person, to taste, listen, and see what (sub)cultures show up where. A trek can stand on its own or come with a pre-read, a debrief, ongoing advice, or any mix of the three.

Commissioned writing that develops ideas, points of view and critique through a strategic lens, in formats from trend reports and essays to zines, books and games.