Hello! I’m Petchy, your new quiet rebel bff.

I help badass business owners (like you!) attract and connect with more of their dream clients through strategic brand design

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I help badass business owners (like you!) attract and connect with more of their dream clients through strategic brand design

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I help badass business owners (like you!) attract and connect with more of their dream clients through strategic brand design — I help badass business owners (like you!) attract and connect with more of their dream clients through strategic brand design —

Most of my life, I’ve felt like a misfit.

Probably not what you expect to read on someone’s about page, huh? Growing up I was everyone’s favourite kid to pick on, I was shy, and I never felt like I belonged. I was quiet and kind, never got into any trouble, did well academically… I was a textbook example of a “good girl” – always seeking approval.

When I co-founded my first agency back in 2008, I had never even considered running my own biz, but that first foray into entrepreneurship taught me a lot. I never really managed to shake off the corporate “shoulds” though, and the constant feeling of not-enoughness lingered. A business owner on paper, but inside I was exhausted by the constant struggle to fit into society’s rather narrow expectation of what it looks like to be “successful” or “professional” — I never understood why I couldn’t just be me.

When I decided I'd had enough of conforming and set out on my solo business journey in 2016, I knew I wanted to do things differently.

I’m so over corporate schmorporate.

While flying solo initially gave me an immense feeling of freedom, it still took me a good couple of years to stop feeling like I should try to conform to the corporate norms and expectations — but something started to shift when I approached 40. All of a sudden I stopped caring so much about what others might say about me, and I finally started to stand up for myself. When I dropped the mask and began to show up as my true, imperfect self, it was like a huge weight had been lifted off my shoulders! Pretending to be someone you're not is exhausting, but I don't think I realised just how exhausting until I finally let go.

The online business sphere is chock full of self-proclaimed gurus, each claiming that their way is the only way. No wonder so many of us feel like we’re “doing it wrong”! Well, I call bs. I’m done undermining my values and beliefs in an attempt to fit in.

I have a hunch you are too.

Typical designer-turned-strategists are two a penny. I'm not one of them.

For me, strategy was never an afterthought — it was where my journey began. Starting with my degree in Design Management wayyyy back in 1999, the intersection of creative and strategic thinking became my foundation, driving every aspect of my work. Today, I'm determined to help build honest, relationship-focused brands without compromising truths or using predatory tactics. If that's what you want for your brand, then you're my kind of people.

Corporate conventionalists and devotees of hustle-culture don't tend to identify with me, and quite frankly? The feeling is mutual. Is it because I challenge authority and question established norms if they're put in place for no apparent reason? Is it because the quiet rebel in me says “you can't demand my respect, but you can earn it” – whether you're a CEO or a school kid? Either way, I'm finally at a place where I put my values and integrity before people-pleasing. Do I want to help you do the same? You bet.

Speaking of values, here are mine:

  • Embracing the power of subtle defiance, I pledge to challenge outdated conventional norms and support my clients as they find their unique voice in a noisy world.

  • Honesty and ethics are front and centre in everything I do — and far more important than making a quick buck. By staying true to my values and beliefs, and encouraging my clients to do the same, I believe we can create a ripple effect of positive change. I will not help you build a brand based on manipulative sales tactics or sketchy business practices. This is non-negotiable.

  • I approach every human I meet with sincere compassion and empathy. By deeply understanding my clients’ values and vision, I help them forge connections that go beyond marketing and leave a lasting impact.

Flaws to fortitude

Nowadays, I make sure to bring not only my official qualifications and experience — but also my lived experiences and my personality — into my brand and my work. My clients tell me I have an uncanny way of knowing what they need, even when they don’t know it themselves. Some might call it intuition, but there’s no woo to my approach. My perceptive skills, honed from a lifetime of observation and reading people's intentions, were originally developed as a way to protect myself from hurt. I never dreamt they’d one day become one of my most valuable professional assets — yet here we are!

Combined with experience, curiosity and genuinely caring about understanding my clients on a deeper level, this is my recipe for remarkable branding. If you want to explore what that could look like for your brand, we should chat!

Behind the brand.

  • I’m half Brit, half Norwegian — and while I loooove a good yorkshire pud, I loathe skiing. Thanks, dad.

  • I’m a real foodie and can often be found in the kitchen cooking up a treat. Pizza is life, and I love my Ooni.

  • I overcame my driving phobia and got my driver’s license at the ripe ol’ age of 33. The process involved panic, tears, vomiting, and an extortionate amount of money. I still don’t like driving, but I’m f*cking proud of myself for doing it anyway!

  • Growing up, I always had my nose in a book. I still enjoy reading, but don’t read nearly enough fiction!

  • I have a totally inappropriate sense of humour and a bit of a potty mouth. To my great amusement, this often surprises people.

  • I’m an introvert, and mingling at big conferences is my idea of hell. If that’s you too, come find me in the corner.

  • I strongly believe that every human has the right to equal opportunities and the freedom to embrace their true selves, irrespective of ethnicity, age, gender, sexual orientation, gender reassignment, disability, religious beliefs, cultural background, health status, or body shape.

  • Had enough of plain old standard about pages? See what happened when I asked ChatGPT to re-write this page in a Shakespearean style.

The formalities.

- so you know I’m the real deal!

  • My formal qualifications include a BA (Hons) in Management of Design and Innovation from De Montfort University + a diploma in Service Design from Molde University College.

  • I also have 20+ years of hands-on industry experience working with brands of all shapes and sizes, from multi-national corporations to small businesses and startups.

  • 13+ of those years are as a business owner — seven of them as co-founder of a design agency and six of them as a solo business owner.

  • Having been a business owner for most of my career, I have experienced all the ups and downs of business life — and I know what a difference a strong brand can make.

  • I took the ethical move pledge, which means: I put the person before the sale. I respect you and your privacy. I will help you make the best choice for your needs. I communicate inclusively, truthfully, and clearly. I will not confuse you or hide information from you. I will help all audiences feel welcome. I take responsibility for my part in changing the marketplace. I recognise the need to break the cycle of consumerism. I will continuously review my sales and marketing to ensure they benefit the common good. I count on you to hold me accountable — please connect with me if you see me not honouring my pledge.