I combine strategy and creative direction to help companies tell stories that matter.

How I can help

Brand management

I help companies better understand their challenges—whether it's redefining their brand image, expanding their portfolio, or preparing for future shifts in the industry.

I oversee every step of the strategy cycle, from brief building and stakeholder workshops to campaign development, testing and implementation.

Product marketing

Through problem reframing and an empathy-driven approach, I help companies discover their own perspective on the needs of the target consumers.

Campaign strategy

I see every campaign as part of an ongoing conversation. I help companies shape their own point of view and contribute something meaningful to that discussion.

A bit about me

I’m a creative strategist who is passionate about companies and products that have a great reason for existence. 


My main goal is to combine business strategy and creative direction to help companies communicate with relevant audiences in an effective and meaningful way.

I oversee every step of the brand strategy cycle, from brand workshops and stakeholder interviews to design development, testing and implementation.

Previous clients included

What I’ve been up to recently.*

Worked with an FMCG company to position and rebrand its $2B B2B product.

  • We have conducted the company audit along with the customer and competition research in order to craft their positioning and identify their unique selling point.

  • This stage involved interviews with the client’s teams across the US, which gave us insights for the development of the brand identity in line with the established brief.

Helped a multinational beverage company create their first retail touchpoint.

  • To develop the retail strategy, we conducted a thorough audit of the company, identified their unique selling points, and compared them with the key trends among their target customer group.

  • We then developed a vision for their retail presence, along with design principles to be brought to life in their phygital stores.

Helped a multinational corporation find their angle on the next generation of kids.

  • Through customer research and trend analysis, we identified the target audience’s needs, which then informed the strategy.

  • We were asked to analyze their current products and uncover the reasons behind the drop in sales. After conducting customer research, we collaborated with their senior marketing teams to ideate around the strategic shift we proposed.

Worked with a tech retail company to launch the biggest tech flagship in their country.

  • We were asked to analyze the retail market in a specific region and identify opportunities for the brand to reclaim its leadership position. Based on our primary and secondary research, we developed a new retail vision.

  • We were asked to analyse their existing services and to propose a differentiating customer experience. After conducting our analysis, we have put forward aspects of their services that could become their USPs.

Consulted an international fashion brand on their community and team building.

  • We have analysed their brand history and current social media presence to better understand the brand. After conducting a competitor and out of sector research we have established our point of view and proposed a new vision.

  • We have also been asked to come up with new in-store experiences for their retail spaces that would be unique to them. Our proposed ideas were then turned into a brief for their customer-facing and HR teams.

Imagined new viral soft drinks for young audiences in the US for a multinational beverage corporation.

  • We were asked by our client to look into a collaboration strategy for the upcoming few years. We have conducted a brand’s audit, market and trend research in order to define our point of view.

  • We then crafted several product strategies and campaign activations that could be created in the future around every collaboration idea.

Testimonials

Aizhan joined the D&P Strategy and Transformation team to support on a key consumer insights research study for a global client, and further supported in the translation of the findings into some actionable strategies and bold ideas.

Aizhan is a deep thinker, a creative ideator, and a confident, articulate and energised communicator!

Paul West
Director of Transformation
Dalziel & Pow

I hired Aizhan as a Senior Strategist at forpeople in 2023. Though her time with us was short, she made a big impact. We worked together across a number of projects, spanning brand strategy, visual identity and innovation.
She approached every project with a diligent and thorough attitude, always striving for a strong strategic rigour. And she was a thoughtful and confident voice in the room, always ready to bring her informed point of view. I believe she will be an additive and positive force to any project or team.

Alex Roadnight
Associate Director
forpeople

I was lucky to work with Aizhan twice. First time as a head of design and the second time as a client. Aizhan always goes beyond the brief and the expectations, expanding the potential of any project.

It's not a surprise that I couldn't find a better brand designer and strategist to work on my business brand.

Irina Rusakova
Inclusive Design and Research Consultant

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