Rebuilding the brand
The brand still says what it always said, but the buyers have moved on. Regulars leave, fewer new ones come — and no idea what to stand for now.
I find out who your product wins with
Customer research that shows where the demand is and how to speak to it
- Consumer products & services
- EN / RU / CN
- Based in Shenzhen
When I can help
Planning your next launch
A new collection, a new line, a new direction. The decision gets made on instinct, and you find out whether it landed after production is paid for.
Stuck at the same numbers
Growth has stopped despite the effort. You're trying different tactics and sales channels — you need to find where the growth actually is.
Entering a new market
You want to move into new markets or audiences — but it's not clear where the demand is, where to start, or how not to burn the budget.
Whatever brings you here, I start in the same place — why people buy from you, and what they're really buying
Cases
Pinkspink
Took the brand into the Russian market as an independent distributor — from zero to 3,000+ customers and a 70% repeat purchase rate.
The results earned enough trust that the brand asked me to lead its international expansion — into the US, Japan, and Korea.
- 3,000+New customers
- 70%Repeat purchase
- 3+New markets
Russia
2021 — 2023- Focused on a narrow segment — creative audiences in major cities
- Built positioning for the market: messaging, tone of voice, visual style
- Grew brand awareness through PR, influencers, and content
- Launched two sales channels — online and offline retail in Moscow
International markets
2025 — 2026- Built segment hypotheses from the brand's Chinese audience and tested them on the ground — three segments held across all markets
- Developed an entry strategy and identified where the growth opportunities were
- Ran demand tests across three markets through content and ads
Mandarin Inn
The Shanghai market had shrunk after the pandemic and student numbers were falling. The school came to refresh its branding and marketing.
“I want to understand how these people live”
Shanghai
2025- Mapped the Shanghai market: the corporate flow the school lived off had thinned out after the pandemic.
- Ran in-depth interviews: people weren't hiring the school for language — they came to meet new people and settle into life in a new country more easily.
- Found two audience segments and built the repositioning on the more profitable one.
- Rebranded with a designer and moved the communication from academic progress to adaptation: community events, local life, meeting people.
Result
2 months- The school stopped selling language courses and started selling a place to land in a new country. Positioning, identity and communication were rebuilt around that.
Posthuman Lab
The brand sells internationally and is launching a new line. It needs a visual and communication strategy for it — which means knowing who the line is for and which segment to build it around.
Hong Kong
2026- Market and trend research across the jewelry industry, and who's already doing smart jewelry or 3D-printed pieces.
- Interviews with buyers: what they wear it for, what they compare it against, why they chose it
- Mapping the segments behind the international orders
- Positioning the new line against the existing range
- A communication strategy: which channels and what to say on them
Result
in progress- Details will be shared once the strategy is live.
Available soon
The system behind the results — it's not luck, it's repeatable
What becomes clear
Who to keep — and who to let go
We'll work out which group brings the money and which one takes your time without buying.
Why people actually buy from you
You stop improving what the customer doesn't care about and put the money into what they do.
Where you stand against competitors — and how to stand apart
We'll look at competitors, demand and trends, and find the open space you don't have to fight for.
A system instead of guesswork
Channel tracking, tests before launch, metrics behind each decision — you'll see what to push further and what to shut down.
Work process
1 day
Free
Brief
A questionnaire, then we discuss what's wrong and where you want to get to.
3 – 5 days
Free
Proposal
I come back with what I'd look at first, how long it takes, the price and the format.
From 1 month
The work
Stages, deadlines and deliverables fixed in a contract. Reports throughout.
Up to 5 days
Handover
Everything stays with you: what was done, what we found, what to do next.
