I came to strategy through curiosity, not a plan. I build brand thinking that earns its place in culture.
01 — About
I moved from Paris to Toronto because I was curious about what a new market, a new creative culture, and a new city could teach me.
Two years of agency experience at Centdegrés — brand platforms, consumer research, workshops for international clients. The last few months doing that same work independently, for small brands I believe in.
I'm drawn to strategy that earns its place in culture. Rigorous enough to hold up. Human enough to actually land.
02 — How I work
I start by getting uncomfortable with the brief. The interesting problem is always one layer underneath.
Understand brand, goals, audience. History before opinion.
Find friction, not confirmation. Benchmarks are a start, not an answer.
Manifesto, verbatim, brief. Writing is how I find out if the strategy holds.
Refine in collaboration. Work lands when the client feels ownership too.
High-quality decks and presentations. Making creative work easier.
03 — Transferable intelligence
Server. Barista. Cook. Bartender. Mixologist. Manager.
Across France and Canada.
Before strategy had a name for it, I was doing consumer research on my feet. These roles were an education in human behavior at its most unfiltered — and the skills they built are the same ones strategy demands.
Years of reading tables and bars trained the same muscle strategy needs: understanding what people actually want, which is almost never what they say.
The food still has to be delicious. Once it is, the room, the light, the way a question is asked — that's what makes it unforgettable. Experience amplifies quality. It never replaces it.
Before the drink, the dish, the experience — there is the moment someone feels seen. That moment shapes everything. It's true in restaurants. It's true in brand.
04 — Selected works at Centdegrés
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Demystifying aesthetic medicine for younger generations in France. Research on cultural attitudes toward enhancement. Tone of voice development.
A framework for the Paris of tomorrow, without erasing what makes it Paris. Interviews with historians, architects, urban planners, and citizens.
05 — Current projects
Independent strategy for early-stage founders. Building the thinking from scratch.
A brand built around a productive tension: good design makes you live in the moment and remember it forever.
Positioning. Research. Messaging. Visual identity direction
Two best friends building a gifting brand rooted in memory, intention, and a community of women entrepreneurs.
Naming strategy. Positioning. Research. Messaging
Building the brand foundation for a solo mixologist entering the Toronto market. From name to narrative.
Naming. Positioning. Visual direction. Messaging
Built in 1891 at Queen and Broadview, the hotel has lived many lives. Since its 2017 restoration, it has become a cultural landmark for Riverside — a place locals and visitors pass through at meaningful moments.
For the 10-year anniversary: don't celebrate the building. Celebrate what happens inside it. The Broadview isn't a hotel. It's the beginning of a lot of Toronto stories.
Brand platform. Campaign concept. Cultural positioning. Manifesto. Multi-channel activation.
Writing my thoughts
Not trend reports. Attempts to understand why certain things matter.
A benchmark and analysis of its marketing opportunities, and limits. A trend that could be a vector of societal change, or not.
Analysis on independence, love, respect, and determination. (Yes, this is a strategy paper.)
Dancing as an act of revolution and self-expression in today's society.
06 — A note on being new here
Moving to Toronto was a deliberate act of curiosity. I wanted to understand a new market, a different creative culture, a city that holds more contradictions than it lets on.
Canada has an interesting relationship with its own identity — proud but understated, multicultural by nature and still figuring out what that means in culture and in brand. That tension is strategically rich. Two years in, I've started to see the patterns. That's when things get interesting.
I'm looking for a team that's trying to make something that actually matters. If that's you — let's talk.