About

A no isn’t a verdict. It’s information.

Three years of racing taught me that. Now I stand outside other people’s businesses and read the label.

I’ve always worked. Not out of virtue — I wanted my own money and my own decisions, and I wanted them early. Everything since has come out of that same stubbornness about running my own thing.

In the studio

For three years that meant racing motorbikes. It ended the day I found out I was pregnant, and I’d still call it the most useful education I’ve had. Almost none of it was about riding.

Racing costs money. If you don’t have money, you go and find someone who does, which means learning to sell yourself to companies that have never heard of you. I was turned down constantly. Somewhere past the hundredth no it stopped stinging and started being interesting. A no isn’t a verdict on you. It’s information: wrong pitch, or wrong person. So I started testing. Change one thing, send it again, watch what happens. It became fun. I ended up with multiple sponsors behind me. It took me a while to understand why.

After racing I went into marketing and business development at my parents’ company. Then a friend asked if I’d rebrand them and build a new website. I had an AI course behind me, a lot of enthusiasm and an unreasonable amount of coffee, so I said yes well before I’d worked out how. We got it done, and I liked the work more than anything I’d done up to that point.

The thing I noticed was this. I’d built a brand for myself first, and it was far harder than building one for someone else. Not because I know myself less well. Because I know myself too well.

You’re in there with every draft you rejected, every version of yourself you’ve outgrown, and every reason a particular word feels slightly off, and all of it sits between you and seeing the thing plainly.

What you can do from inside the jar is feel what’s in it. Nobody knows that better than you.

So that’s the arrangement. You know how it should feel. I stand outside, read the label, and tell you what I see. You tell me whether it’s right.

A brand has to do both jobs. It has to be accurate, an honest description of what’s actually in the jar. And it has to feel right to you, because if it doesn’t, you’ll hedge. You’ll send the link with a caveat attached. You’ll describe what you do in a mumble and change the subject.

I learned that chasing sponsorship, not on a course. Those hundred rejections weren’t because I pitched badly. They were because I was pitching a version of myself I thought sponsors wanted to see. The yeses only started once what I was selling was actually me. Nothing about my riding had changed.

Based

Miesbach, Germany

Works with

Clients anywhere, over video and email

Capacity

A small number of projects at a time