Brand Strategy + Company Culture

Using brand strategy to define who you are to the world, and attract the best talent.

The world's most successful brands understand that a brand is more than just a communication tool—it’s a rallying cry that defines who you are and what you stand for, shaping everything from company culture to messaging.

By using their brand purpose as their north star, these brands create tribes, build loyal communities, inspire top talent, and create lasting impact that shape the future.

Services

Strategy

A comprehensive audit of markets and channels to evaluate consumer relationships, identifying opportunities and challenges.
Defining a brand’s purpose, positioning, personality, experience drivers, narrative and more.
Structuring the brand portfolio to optimize growth, enhance customer navigation, and inspire product innovation.
Defining messaging pillars and activation strategies for internal and external communication.

Culture

Defining the organization’s core purpose and impact on the world—the WHY behind the brand.
Tailored activations, training, and workshops to drive internal transformation.
Crafting a compelling value proposition for internal and external talent, shaping corporate culture.

Design

Translating brand strategy into a name, claim, and tone of voice suited for all audiences.
Expressing brand positioning and personality through a distinct and cohesive visual language.
Bringing brand identity to life through movement and sound in the audiovisual space.
Crafting brand experiences aligned with the customer journey and key moments of truth.
Creating voice overs for radio, TV and promotional campaigns, and master of ceremonies at events ranging from 10 – 250 people.

About

An award-winning, impact-driven brand and cultural strategist who has shaped the identities of some of the region’s most successful brands. From Careem, NEOM, and PIF to St. Regis, Aldar, and the Government of Abu Dhabi, her work goes beyond aesthetics—it’s about driving tangible impact at every level of a business. Sarah specializes in crafting detailed, practical brand strategies that don’t just tell stories but shift cultures and create lasting market influence.

Equally adept at multi-territory go-to-market strategies and embedding brand into organizational DNA, she believes a strong brand is only as powerful as the culture that sustains it. A transformation architect, Sarah lives at the intersection of purpose and execution, proving that great brands don’t just communicate—they lead.

Sarah is also a voice over artists, having been the voice over for numerous brands, ranging from entertainment, healthcare, social media and e-commerce. She also has been the MC and facilitator at various business events.