meet lelliott
“I've been the strategist, the creative director, and sometimes the co-founder. The work has taught me that great brands aren't decorated—they're composed. Clarity, contrast, restraint, tension—those same instincts drive both my art and the systems I build. I'm Daylesford-based, craft-obsessed and founder-friendly, happiest in the room with founders and senior teams, creating work that turns a messy whiteboard into breakthrough you can defend.”
Commercial strategist who uses brand as the activation layer.
30 years building brands people care about deeply: SAINT (co-founded, $0→$5M), Knog (CMO, $200K→$10M in 2 years), Crumpler (€19M, 25 EU stores), SKINS (5 regions), Bellroy (brand foundations).
The pattern: Your business model matters more than your brand. Brand can't fix broken business models—but show me a sound business 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.