Where vision finds direction. I add ‘extra’ to the ordinary.

UNEARTH opportunities that position your brand to lead.

Synthesising and cohering is my superpower.

Wired against the monotony of sameness, I help you reorient from the noise—connecting threads that turn creativity into real-world impact.

Is your product whispering when it should be resonating?
Are you shaping culture—or simply lost in the noise?
How does beauty become strategy in your work?

Services

At Your Service

with a point-of-view

Purple aura gradient circle reflecting intuitive clarity, empowerment and creative energy, echoing Bernina Chan’s approach to brand evolution and alignment.

Your creative partner working with mission-driven brands and bold visionaries at pivotal moments of change—whether you're launching something new, evolving your positioning, or seeking deeper cultural relevance.

  • I believe growth emerges not from pressure—but from presence and connection. When we honour brand essence and emotional resilience, something deeper begins to take root. With the right conditions, your brand’s purpose expresses itself fully. The result? Not forced change—but resonant, honest transformation.

  • You want to shape culture, build legacies, and infuse beauty into everything you touch. You need someone who sees through the noise, names what’s unspoken, and offers perspective that cuts to the core. That’s my specialty.

  • An in-house advisor 10 steps ahead.

    STRATEGIC CLARITY — A sharper, more intentional brand vision and actionable pathway forward

    CULTURAL RELEVANCE — Authentic positioning that resonates across markets (gone are fear-based marketing and manufactured scarcity)

    CREATIVE DIRECTION — An elevated eye for details, visual expression and storytelling

    IMPLEMENTATION GUIDANCE— Executive support guiding and upleveling teams to own and scale success, turning strategy into reality

How I help you achieve this

Think of me as a catalyst cultivating optimal conditions—connecting the right dots between creativity and growth for meaningful impact and whimsical depth.

CATEGORY INNOVATION CULTURAL RELEVANCE VISUAL STORYTELLING
Zalando operated solely as a digital fashion retailer, seeking to expand growth potential within their existing model. I launched their beauty category and first physical store concept in Berlin, transforming the business from purely digital to omnichannel retail. This strategic expansion achieved 41% customer growth in 3 months through innovative experiences and premium brand partnerships, despite organisational disruption. ON had established strong credibility in performance footwear but struggled to connect with lifestyle consumers beyond sports. I elevated the brand through curated partnerships connecting athletics with design and art, orchestrating collaborations with Loewe, MoMA, and Art Basel. These strategic relationships secured premium media placement in Vogue, Dazed, AnOther Magazine, resulting in 45% brand recall and 20% market growth in new consumer segments. Luxury brands faced the challenge of maintaining heritage while appealing to audiences with evolving values and preferences. I crafted compelling brand narratives that authentically bridged tradition with contemporary relevance through integrated creative campaigns. These efforts culminated in directing $1M+ campaigns spanning pop-up experiences, capsule collections, engaging content and activations that successfully connected with new audiences across European, US, and APAC markets.
CATEGORY INNOVATION
Zalando operated solely as a digital fashion retailer, seeking to expand growth potential within their existing model. I launched their beauty category and first physical store concept in Berlin, transforming the business from purely digital to omnichannel retail. This strategic expansion achieved 41% customer growth in 3 months through innovative experiences and premium brand partnerships, despite organisational disruption.
CULTURAL RELEVANCE
ON had established strong credibility in performance footwear but struggled to connect with lifestyle consumers beyond sports. I elevated the brand through curated partnerships connecting athletics with design and art, orchestrating collaborations with Loewe, MoMA, and Art Basel. These strategic relationships secured premium media placement in Vogue, Dazed, AnOther Magazine, resulting in 45% brand recall and 20% market growth in new consumer segments.
VISUAL STORYTELLING
Luxury brands faced the challenge of maintaining heritage while appealing to audiences with evolving values and preferences. I crafted compelling brand narratives that authentically bridged tradition with contemporary relevance through integrated creative campaigns. These efforts culminated in directing $1M+ campaigns spanning pop-up experiences, capsule collections, engaging content and activations that successfully connected with new audiences across European, US, and APAC markets.

SERVICE OFFERINGS

All engagements are tailored to your specific context and combined to create the perfect support for your current phase. Project-Based | 3-6 months | Monthly Retainer

For brands seeking clarity, direction, and cultural relevance.

  • Comprehensive brand assessment and opportunity mapping

  • Cultural positioning strategy and evolution roadmap

  • Narrative development and storytelling with implementation guidance

STRATEGIC VISION & DIRECTION

For brands ready to elevate their visual expression and storytelling.

  • Visual identity refinement and expression guidelines

  • Content strategy and storytelling direction

  • Brand experience design across touchpoints

CREATIVE DIRECTION & AESTHETIC INTELLIGENCE

For organisations navigating complex change or growth initiatives

  • Cross-functional team orchestration and systems optimisation

  • Partnership development and collaborative frameworks

  • Change management and cultural integration

PROJECT ARCHITECTURE & TRANSFORMATION

For visionary leaders seeking ongoing guidance and big-picture clarity

  • Strategic counsel, pattern recognition and intuitive soundboarding

  • Trend foresight, cultural analysis and synthesised application

  • Ad hoc creative direction and calibrated feedback

ADVISORY PARTNERSHIP

FEEL EMPOWERED TO MAKE INFORMED DECISIONS IN THESE RAPID TIMES OF CHANGE. THRIVE IN YOUR FOUNDATIONS AMID DISRUPTION, OPPORTUNITY AND TRANSFORMATION.

Need a holistic creative partner on your project, business, or creative endeavours? Book an “Office Hours” session below.