Hyundai has changed faster than its reputation. This independent Formula 1 concept reframes entry into the sport as a public proof system, using competition to make the brand’s engineering progress visible. I developed the creative strategy, positioning and identity around one idea: Progress Under Pressure.

I built Silent Hillside from scratch into a global niche media brand with a £0 marketing budget, leading its creative direction, brand strategy, audience strategy and content model. By August 2026, it had generated more than 13.3 million views, around 1.3 million watch hours and over 45,000 subscribers through earned attention and audience-led creative decisions.

I developed a business' client communication model around a simple principle: clients should not only receive information, they should want to engage with it. Using behavioural data, I reshaped acquisition and investment communications, aligned specialist teams around a clearer creative direction and built repeatable approaches for future growth.

How I transformed a passive feedback tool into a CRM-connected client insight system. By linking feedback to real customer journeys, I helped Clifton Wealth Partnership uncover issues hidden by headline satisfaction scores, improve management insight and build a Trustpilot programme reaching 175 reviews and a 4.9 TrustScore.