Hi, i’m rein
I am a curiosity-driven strategic thinker with 20+ years’ agency experience in the creative industry as both a designer and as a strategist.
I am galvanising the idea that good strategy is applicable to real-world challenges. It clarifies purpose(s), it guides approaches, shapes expression and sets measures.
It lives and breathes, like the people it serves.
My strengths lie in connecting the dots: digging under the surface to understand the ‘why’ in order to craft the ‘what’ and connect it to ‘how’
I have a particular interest in design thinking, people-centred experiences and brand-led expressions that are memorable, connected, connective and commercially relevant - I work collaboratively and at pace with agencies, design teams and businesses to produce this kind of work.
SKILLS & proficiencies
Strategy & Problem-solving
Proven ability to translate strategic thinking into memorable, connective and commercially sound experiences internally and externally
People Engagement
Need assessment and mobilisation of internal teams, clients and stakeholders through interviews, workshops and creative labs
Ability to direct cross-functional and cross-discipline teams to ensure coherent work that work towards the same goal
User/Customer and Culture analysis
Customer and culture research (desk research, ethnographic, shop-alongs) to understand mindsets, drivers and behaviours
Archetypal persona building and design target articulation
User/Customer Journeys and Service Design
SWOT Analysis of existing journeys to assess strengths weaknesses, opportunities and threats
Optimised journey mapping and service design to flesh out missions
Business & Brand Audits
Research and analysis of existing brand ecosystem: internal docs, experience ecosystems and stakeholders to understand the brand context and internal culture
Understand business objectives including the broader context of the competitor and category landscape
Brief Analysis / Creation
Analysis of existing internal and client briefs to unpack challenges and opportunities beneath the surface
Leveraging my bilateral skillset across design and strategy, I am able to re-frame them or re-write briefs and objectives to ensure they are relevant and focused for the different needs/levels of the team
How i work
I like to work collaboratively and at pace where the main goal is shared and shaped by consensus but not driven by committee
I value what is sometimes considered a detail: - active listening; iterative and constructive feedback (both ways), the courage to ask ‘simple’ questions, clear communication and to generally be a nice person in stressful situations.
I think striking a balance between structure and creativity hits objectives in a smarter, more agile, and positive way