Strategist. Storyteller.
I’ve spent two decades moving between corporate and creative worlds—a duality that’s shaped how I work. Instead of pigeonholing these worlds, I’ve learned to layer them: applying strategic rigour to creative problems and creative thinking to business challenges.
Through photography, I’ve documented stories that enable brands to communicate what they stand for. Working with corporates, hospitality ventures, and international organisations, I’ve developed an approach rooted in documentary storytelling—capturing the visual language that reveals a brand’s vision.
Through strategy, I’ve built business models, shaped go-to-market approaches, and created systems to scale for startups and established companies. The work that draws me is with organisations built around purpose—where impact shapes strategy and the social mission is embedded within the business model.
I am based in London, and am available wherever work is.
I’ve spent two decades moving between corporate and creative worlds—a duality that’s shaped how I work. Instead of pigeonholing these worlds, I’ve learned to layer them: applying strategic rigour to creative problems and creative thinking to business challenges.
Through photography, I’ve documented stories that enable brands to communicate what they stand for. Working with corporates, hospitality ventures, and international organisations, I’ve developed an approach rooted in documentary storytelling—capturing the visual language that reveals a brand’s vision.
Through strategy, I’ve built business models, shaped go-to-market approaches, and created systems to scale for startups and established companies. The work that draws me is with organisations built around purpose—where impact shapes strategy and the social mission is embedded within the business model.
I am based in London, and am available wherever work is.
Photo Essays and Projects
Develop Your Visual Narrative
I work with socially minded, purpose-driven organisations and brands
looking to communicate authentically through photography.
Capturing human experience utilising a documentary approach to visual storytelling.
Portraits. Food. Cultural Narratives. Brand Stories. Impact Work.
Blog
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2026 Week 25
It was my first time at London Tech Week this year. All I remember is a lot of people walking around, not knowing where to go, trying to understand what’s going on. Or maybe that was just me. Definitely me. Maybe not just me. Other than actual people, of which there were around 20 to…
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2026 Week 23
This week, I went to the City to meet a friend. I arrived fairly earlier than the appointed time. That’s something I still don’t like as much about traveling by National Rail, where you can reach a venue and be as much as half an hour early, unless you want to be almost half an…
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2026 Week 21
The past weeks have been a time of quite a few firsts. I went for my first hike ever here in the UK. Organised by a group of a few London mosques, it felt like a nice way to get initiated into hiking. Plus, I had heard good things about the previous hike they did.…
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Easter Break
Easter Bank Holiday weekend over. School half term break is ongoing. If the life of a working parent is one filled with guilt, it is worse for a parent trying to start a new business. And if that wasn’t all, the onset of warm weather in this country makes it even worse. There is a…
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Eid and Home
This year was my eighth Eid away from home. Eight years, and home is still where I travelled thousands of miles away from. At what point does a place become home? Around two decades ago, after I had worked and lived in Delhi for a few years, I had returned from home after an Eid…
Strategy Case Studies
Youth Skills & Employment
Challenge
Youth in Cape Town townships lacked access to digital skills training and employment pathways.
Strategy
Developed a business model for a social enterprise partnering with local corporates to provide digital skills training with self-sustaining revenue.
Impact
Framework adopted by local ecosystem partners. Enterprise positioned to scale training programs sustainably.
Microfinance Strategy for Global Charity
Challenge
A major Islamic humanitarian organization’s microfinance division faced a structural problem balancing charitable mission with financial sustainability.
Strategy
Analyzed their business model and researched hybrid structures. Presented two strategic paths: adopt a hybrid revenue model or establish microfinance as a separate unit.
Impact
Leadership gained clarity on business model options. They had a strategic framework to guide future decisions.
Festival Operations & Growth
Challenge
An emerging music and arts festival lacked operational systems for revenue management, ticketing, and partnership development.
Strategy
Built operational systems for revenue tracking and ticketing. Developed media relations and sponsorship partnership strategies.
Impact
Festival grew to 4x attendees and generated 7x revenue increase compared to the previous year.
Strategy for Purpose-Driven Brands
I work with organisations scaling impact alongside growth. My approach is collaborative, grounded in evidence, and outcomes oriented.
Business models that embed purpose. Go-to-market strategy. Systems designed to scale what matters.
Startups. Corporates. Foundations. Family Offices. Investors.
Designing an Impact-First Brand
Purpose Discovery
Identifying what your organisation stands for.
Deep conversations to uncover your foundational purpose. Going beyond the mission statement to the actual problem you’re solving and why it matters. Getting aligned on what you’re building toward.
Brand Vision
Articulating purpose through positioning.
How your organisation shows up in the world. Translating purpose into a clear, distinctive position that resonates with the people you serve and differentiates you from alternatives.
Business Model Innovation
Structure aligned with your mission.
Creating or reshaping how you generate revenue, allocate resources, and measure impact. Ensuring your business model reinforces your purpose, instead of undermining it.
Market Entry & Growth
Reaching scale with intention.
Go-to-market strategy shaped by your vision. Market entry, customer profiles, building customer relationships, and growing revenue in ways that stay true to your founding purpose.
Operating Systems
Building for sustainable scale.
Creating the internal structures, processes, and culture needed to grow across teams and geographies without losing coherence. Systems that embed your values into how work happens.
Partnership & Evolution
Active support through change.
Ongoing collaboration as you implement and adapt. Regular check-ins, troubleshooting obstacles, adjusting strategy as market and context shift. Growth centred around purpose.
Brands I have worked with
Get in Touch
Book a 15 minute introductory call to discuss your project.
Can’t find a time that works? Send me your details and I’ll get back to you.