Hello! I’m Petchy, your new favourite brandsmith.

I help ambitious business owners build authentic, profitable brands

—

without corporate charade or internet hype

—

I help ambitious business owners build authentic, profitable brands — without corporate charade or internet hype —

The plot twist I didn’t see coming.

Here's something you don't usually read in a professional bio, especially for a designer: I started out as a misfit. The quiet kid. The one who always coloured outside the lines (metaphorically speaking — I'm actually quite precise with my designs, thank you very much) yet tried her best to blend in with the wallpaper.

But that outsider perspective? Never in a million years did I think that would become the foundation of my livelihood.

While everyone else is busy following the crowd, I'm helping business owners like you turn their uniqueness into their greatest asset.

That lifetime of observing, analysing, and understanding what makes people tick has become my secret weapon for creating brands that stand out and connect deeply with exactly the right people.

Typical designer-turned-strategists are two a penny.

While other designers might add strategy as an afterthought, I've been living at the intersection of creative and strategic thinking for over two decades. I excel at reading between the lines to uncover what your brand needs — even when you're not quite sure yourself.

My path to becoming a Strategic Brand Consultant & Creative Director wasn’t exactly linear:

  • Started with a degree in Design Management back in '99 (See? Strategy was never an afterthought — it's my foundation!)

  • Co-founded a design agency in 2008 (Hello, corporate expectations and exhausting perfectionism...)

  • Went solo in 2016 (Finally found my voice and started helping others find theirs)

Now? I'm helping quiet rebels like you build powerful brands that feel like you.

Wisdom > woo.

I bring not only my official qualifications and experience, but also my lived experiences and my personality, into my work. 

When my clients tell me I have an uncanny way of knowing exactly what they need, it’s not magic — it's the result of:

  • 20+ years of industry experience with brands of all sizes

  • A BA (Hons) in Management of Design and Innovation

  • A diploma in Service Design

  • 13+ years as a business owner (I've been in your shoes!)

  • The quiet rebel outsider perspective that sees opportunities others miss

Combine all that with my experience, curiosity and genuine care for my client, and you’ve got my recipe for remarkable branding. Sound good?

My values are non-negotiable.

  • We're not here to scream the loudest — we're here to stand out by being unabashedly ourselves. Embracing the power of subtle defiance, I pledge to challenge outdated conventional norms and support my clients as they find their unique voice in a noisy world.

  • No manipulative tactics. No sketchy practices. Just honest, ethical branding that works. This is front and centre in everything I do — and far more important than making a quick buck. By staying true to my values and beliefs, and encouraging my clients to do the same, I believe we can create a ripple effect of positive change.

  • I bring deep empathy and understanding to every project, creating brands that connect on a human level.

Ready for a brand that is unapologetically and unmistakably you?

If you're done with:

  • Following someone else's blueprint for success

  • Trying to fit into the corporate box — or the internet hype machine

  • Feeling like you're "doing it wrong"

  • Hiding your personality to appear "professional"

— then we might just be  a perfect match. 

Let’s talk about building your authentic, strategic brand.