I build brands
people trust, remember, and choose.

I help companies define what they stand for, design how they show up, and make sure the brand is actually adopted, not just launched. Because brand isn’t decoration. It’s business.

Work with me
A woman with long brown hair, wearing a dark blazer and sunglasses on her head, smiling outdoors at a rooftop venue with the Burj Al Arab in Dubai in the background.

My Expertise

Brand Strategy

Clarify what your brand truly stands for, who it’s for, and what makes it worth choosing. I help you define the story, the positioning, and the emotional territory you want to own so your brand feels clear, confident, and unforgettable.

Brand Identity & Design

Turn strategy into a visual identity people instantly recognise. From logo and colour to typography, guidelines, and key assets, I build brand identity systems that feel premium, coherent, and built to scale.

Creative Leadership

A strong brand is useless if teams can’t actually use it. I build and lead creative teams, set standards, and create the structure that keeps your brand consistent across every touchpoint, without killing creativity.

Ai-Powered Production

Use AI to move faster, without losing your voice. I build brand-trained AI systems (and rules) that help teams produce content at scale while staying on-brand, human, and recognisably you.

  • Collage of digital marketing and assessment screens for TestGorilla, featuring branding with a gorilla logo, colorful interfaces, photos of people, and slogans about hiring and assessments.

    TestGorilla Rebrand

  • Digital billboard in Times Square displaying advertisements including the Nasdaq logo, H M, and other promotional content, with surrounding tall buildings.

    Ada Health NY

  • A virtual video call with multiple participants, each holding a paper heart, smiling or engaged, with some wearing headphones or glasses.

    Leadership

  • Laptop displaying a website for Ada, a health technology company, with the text 'Health. Powered by Ada.' and buttons to 'Download Ada' and 'Become a partner' on a clean, modern background with abstract blue shapes.

    Ada Website

  • A bottle of dried basil herbs with a green cap, label in green, white, and red, featuring the brand name "Bayara" and a basil illustration, with additional product information and barcode.

    Packaging identity

  • A graphic displaying a color palette with sections labeled 'Main Colour,' 'Secondary Colour,' 'Background Colours,' 'Other,' and 'Shades.' There is a logo in the lower left corner with the word 'IFLIX' and a colorful play button icon.

    Iflix Rebrand

  • Close-up of a woman's hand showing multiple rings, with long red painted nails, wearing a pink fuzzy sweater. Text overlay states 'NOW OPEN' at AL ANDALUS MALL IN JEDDAH and includes the Pandora logo.

    Pandora Social

  • Bright pink neon sign displaying 'More Hire Power' at TestGorilla booth with pink flyers on a table and black chairs around.

    TestGorilla Event

  • Promotional poster for 'Klangster Underworld' on Netflix, featuring a dark, gritty background with red and white distressed text and a red stamp marking 'Jelajah Malaysia'.

    Iflix Originals

  • A digital graphic promoting an article titled "Let's talk about sex" with the subtitle "based on the latest medical research". The graphic shows a portion of a mobile phone screen displaying the article, authored by Harry, published on August 17, 2022, and labeled "Medically reviewed." The background is blue with white text.

    Ada Social

  • Handwritten notes with annotations and diagrams about PCOS and Endo report assessment, including keywords like 'bio symptom checker', 'confidence', and 'quality of life', alongside references to doctors, patients, and various medical and emotional concepts.

    Brainstorming

  • A collage of four social media posts from iflix promoting their streaming service with images of a smartphone showing movie thumbnails and text emphasizing free content and service features.

    iflix Social

  • Diagram illustrating the components of DNA, including cells, neural networks, Morse code, contigs, and mitosis, with labels and graphics representing each part, set against a dark background.

    Ada Rebrand

  • A webpage titled 'Our Articles' featuring various articles and resources related to hiring trends, HR tips, and industry insights, with images of diverse people, charts, and newsletter sign-up section.

    TestGorilla Website

  • Campains

I’m Charlène, a brand and creative leader with 15+ years of experience helping companies build brands people trust, remember, and choose.

I’ve led rebrands, built in-house creative teams, and worked across tech, startups, and international markets. My approach blends strategy, craft, and real-world execution, because a brand only works if people actually believe in it.

Who am I?

get to know me
A young woman with shoulder-length brown hair and blue eyes smiling while taking a selfie in a cozy living room with a beige sofa, striped pillow, and a small table with a plant and books in the background.

I’ve helped many brands

logo with a stylized purple gorilla face and the text 'TestGorilla' in black
The iFliX logo in red text with a black background.
Neon sign displaying 'SEPHORA' in black outline letters against a black background.
Zespri Kiwifruit logo with green leaf design above the red stylized text 'Zespri' and the word 'KIWIFRUIT' below.
Infiniti logo with the word 'INFINITI' in black text below it.
The black Pandora logo with the word 'PANDORA' in capital letters and a crown symbol above the second 'A'.
Colorful abstract infographic with text and graphical elements, including the word 'ado' in large letters at the bottom.

  • “She combines clear strategic thinking with strong execution. She knows how to shape a brand that really lands.”

    Wouter Durville, CEO & Founder

  • “She led a bold rebrand that truly took the brand to the next level. It now feels distinctive and inevitable.”

    Martyna Dluzniewska, Growth Director

  • “She brings vision, clarity, and trust. Working with her is empowering.”

    Geles Tomas, Designer

Connect with me

Connect

Let’s talk

Have a brand challenge you’d like to unpack?
Whether you’re exploring a project, need a second opinion, or want to pressure-test your brand strategy, I’d love to hear from you.

Fill in the form below and I’ll get back to you to schedule a quick 30-minute chat.