ASK
A modern accessories brand exploring thoughtful design for today’s parenthood.
Co-founder & Creative Business Development · 2016–2019
This project became one of the earliest expressions of something that has informed my work ever since: building a beautiful brand and helping create greater coherence between vision, strategy, customer experience, communication, and growth.
The Story
ASK was born from a desire to rethink what a modern and sustainable nursing bag could be.
What began as an accessories brand became an opportunity to work with product development, branding, customer experience, storytelling, marketing, wholesale, community building, and business development from the ground up.
As co-founder, I helped shape the identity and growth of the company during its early years, translating an idea into a brand that resonated with a growing community of modern parents and dynamic individuals looking for accessories that are both functional and stylish.
What Changed
As the business grew, so did my role.
What began as contributing to the development of a product gradually evolved into helping shape the business more broadly. My work spanned brand development, product development, marketing, wholesale, customer experience, partnerships, and strategic business development, always with the same underlying intention: helping every part of the business move in the same direction.
One of my greatest contributions was helping us recognise which decisions would have the greatest impact on the business as a whole.
I've never been interested in optimising isolated parts of a business. I've always been interested in understanding how the whole becomes stronger.
Sometimes that meant refining the brand's positioning and communication. Sometimes it meant strengthening customer experience, developing new products, improving internal structures, or identifying where our time and energy would create the greatest momentum.
My role was never only to help build a brand.
It was to help us recognise what mattered most at each stage of the company's evolution and create greater coherence across everything we were building.
That way of working continues to impact how I work with every founder and business I collaborate with today.
Areas of Contribution
Creative Business Development
Brand Strategy
Product Design & Development
Brand Direction
Marketing & Communication
Customer Experience
Wholesale Development
Strategic Partnerships
Business Development
What I learned
The most valuable work rarely happens in one department. It happens in the connections between them.
ASK taught me that when vision, communication, leadership, customer experience, and strategy begin reinforcing one another, businesses become stronger, more desirable, and more resilient.
"The strongest brands aren't built one decision at a time. They're built when every decision begins reinforcing the same vision.."
Looking Back
ASK was one of the first places where I developed the way of working that defines my practice today.
Helping founders recognise what matters most so that everything else can begin moving in the same direction.
This is where I saw how coherence, brand visuals, the right products and attention to detail creates growth.
Beyond the project
Every collaboration leaves behind more than results.
It leaves behind a way of seeing.