Hi, I’m Charlène

I help companies build brands people trust, remember, and choose.

I’m a brand strategist and creative leader with 15+ years of experience across brand strategy, identity systems, rebrands, and creative leadership. I’ve worked across agencies, startups, and scale-ups, building brands that don’t just look good, but actually work.

Because brand isn’t decoration.
It’s what people feel, remember, and come to expect from you.

Let's Talk
A woman with shoulder-length brown hair, blue eyes, and a black shirt, smiling while taking a selfie in a living room with a light-colored couch, striped pillow, potted plant, and a small table with books in the background.

My career

Over the past 15 years, I’ve built my career at the intersection of brand strategy, creative leadership, and design systems.

I started agency-side in Dubai, where I learned speed, craft, and how to create work that actually ships. I then moved into international roles across Kuala Lumpur, Berlin, and London, leading brand work inside fast-growing companies where clarity and consistency weren’t optional.

I’ve led major rebrands, scaled creative teams, and built brand systems that could hold up across thousands of touchpoints.

My work sits between strategy and execution: defining what a brand stands for, designing how it shows up, and making sure it’s adopted inside the business, not just launched externally.

Because a brand only works when people actually use it.

Street corner view of The Fox pub with black exterior, hanging flower baskets, and people walking, including a woman holding a child and a girl crossing the crosswalk.
A family of four, including a man, a woman, and two young children, smiling and interacting with each other indoors in front of a light-colored wall and green plant.

My story

I’m French, grew up between France and Dubai, and I come from a loud family with four sisters. So yes, I learned early how to read a room.

Branding has been part of my life since childhood. My dad ran a packaging agency, and I used to run through the corridors surrounded by iMacs, mockups, colours and big ideas. I didn’t know it then, but I was basically raised inside a brand studio.

I later went to art school, where I learned the craft properly. Drawing, painting, sculpting, design history. The slow work. The real work.

My career took me from Dubai to Kuala Lumpur, then Berlin, London, and back again. Different cultures, different markets, same obsession: why people choose what they choose?

And somewhere along the way, I also became a mum of two which, honestly, is the most intense leadership training I’ve ever had.

Today, I build brands that feel human, clear, and worth choosing. Brands people don’t just notice, but remember.

A young woman with brown hair and blue eyes smiling at the camera in a bright bedroom, wearing a white shirt and gold hoop earrings, with a bed and mirror in the background.
A group of seven friends taking a selfie in front of the Brandenburg Gate in Berlin, Germany, on a sunny day. They are smiling and making peace signs, with the historic monument and other visitors in the background.

Let’s create something meaningful together.

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A woman in business attire standing at a white table, looking at her tablet, with a blue coffee mug in front of her, in a modern office with large windows.