Brand strategy that
speaks design.
I’m a freelance brand strategist who connects the dots between strategy and design – turning insight into ideas that inspire, and help brands stand out for the right reasons.
Hi there! I’m Jack.
Partner to brand agencies and in-house teams, I help bring clarity to complexity. Whether it’s building a brand from scratch, untangling a messy portfolio or shaping concepts that connect insight with creativity, I craft strategies that are clear, compelling and built to unlock potential.
With a background in design, I bring a creative lens to everything I do, making sure the strategy doesn’t just live in a deck, but inspires real-world ideas that connect with people. It’s all rooted in culture, backed by insight and built to make an impact.
I’ve partnered with some of the world’s biggest brands and most ambitious agencies - from Unilever and PepsiCo to FutureBrand and JKR - helping them shape brand stories, sharpen ideas and bring big thinking to life.
Recent partners and projects:
How I Can Help
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Brand Strategy & Architecture
From first idea to final framework, I help define what a brand stands for and how it shows up across every touchpoint.
• Brand positioning & purpose
• Portfolio architecture & hierarchy
• Audience segmentation & personas
• Naming strategy & messaging frameworks
• Brand narrative, tone of voice & storytelling -
Design & Concept Development
Where strategy meets creativity. I help shape design-ready thinking that gives creative teams something solid to build from.
• Strategic creative briefs
• Concept directions for packaging & campaigns
• Design principles & visual territory mapping
• Moodboards, concept boards & Miro workshops
• Semiotic & category code analysis -
Ideas & Future Thinking
Helping brands stay culturally relevant and creatively ahead, with insight-led ideas and early-stage innovation support.
• Future-facing trend reports
• Idea platforms & opportunity territories
• Packcept strategy & early-stage creative stimulus
• Concept development & testing frameworks
• Co-creation workshops & ideation sprints
Recent Projects
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Shaping a New Energy Confectionery Brand
Defined the strategic direction for a new functional sweet brand, including positioning, personas, tone of voice, naming and creative territories. Also helped craft the brand book and investor deck to ensure consistent, compelling storytelling from shelf to sell-in.
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Unlocking Ice Cream Innovation for a Global Brand
Worked with a leading FMCG client to define long-term innovation platforms in the ice cream category. Developed consumer-led idea territories, facilitated creative workshops and delivered concept directions that blended indulgence with evolving lifestyle trends, helping inspire future pipeline development across formats and occasions.
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![Redefining Portfolio Architecture for a Global Pet Nutrition Brand]()
Redefining Portfolio Architecture for a Global Pet Nutrition Brand
Helped a leading pet brand organise a complex range into a clearer, more strategic portfolio architecture based on life stages and health needs. Defined the role of each sub-brand, then translated the strategy into actionable design pillars, making it easier for consumers to shop and for the design team to bring clarity and consistency across packs.
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Brand Strategy for a New Cookie Dough Product Launch
Worked with an established food company to develop a new chilled cookie dough brand. Defined the positioning, tone of voice, naming strategy and creative direction to guide pack design and communications. Built a brand that feels warm, modern, easy to navigate and designed to stand out in a competitive category.
The soundtrack to the strategy.
I do my best thinking with a strategy deck open and a pop banger in the background. This playlist fuels the ideas and keeps the energy high… and you are welcome to borrow it!
Need a brand strategist
who gets design?
Get in touch. Happy to talk through an idea, share how I work or just connect and say hi.
hello@jackmcfall.co.uk
+44 (0)7935 513 635