meet lelliott
“I've been the strategist, the creative director, and sometimes the co-founder. Thirty years in founder-led businesses. The pattern I keep finding: the answer is almost always already in the room. My job is to see it, name it, and hand it back in a form the business can build on.”
Commercial strategy. Brand activation. One practice.
30 years building brands people care about deeply: SAINT (co-founded, $0 to $5M), Knog (CMO, $200K to $10M in 2 years), Crumpler (19M euros, 25 EU stores), SKINS (5 regions), Bellroy (brand foundations).
The pattern: your business model matters more than your brand. Brand can't fix a broken model. But show me a sound model in nearly any category and brand becomes the multiplier.
I structure the business first. Pricing, margins, channels, target buyer. Then activate through brand that resonates. The difference between this will do and I must have.
Not prettier decks. Commercial outcomes.