Ideas are easy. Direction is strategy.

Identity & Communication Strategist

Helping business owners, creatives and organisations shape clear identity, language and direction.

Let's work together

You don’t need more ideas. You need direction that works.

Working across both Māori pakihi and international business this work takes many different forms, from shaping brands and digital presence, to mentoring, communication advisory and strategic facilitation for organisations navigating change.

The common thread isn’t the industry, it’s the thinking behind it.

So what is an identity and communication strategist?

I work at the intersection of language, structure and direction, helping people translate ideas into identity that feels clear and aligned.

The Five Pillars

  • Strategy & Direction

    Where ideas stop circling and start taking shape.

    This is the space where vision becomes a clear path forward. We refine positioning, challenge assumptions and map what comes next so you’re not building on guesswork.

    You come here when:

    ➡️ you have an idea but don’t know where to begin.

    ➡️ something in your work or brand needs to evolve.

    ➡️ you’re stepping into a new phase and need perspective.

    ➡️ you’re making a big decision and want grounded thinking behind it.

  • Identity & Brand Development

    Defining who you are and how you show up, visually and verbally.

    Identity goes beyond logos. It’s about positioning, voice, and presence, shaping a brand that feels distinctive and recognisable.

    You come here when:

    ➡️ you’re starting or evolving a brand.

    ➡️ your visuals don’t match your thinking anymore.

    ➡️ you need stronger positioning or naming.

    ➡️ you want a brand that reflects your depth not just your aesthetics.

  • Communication & Language Advisory

    When wording matters, and how you say something changes everything.

    We refine messaging, tone, and narrative so what you mean is understood without being diluted or misrepresented.

    You come here when:

    ➡️ you’re navigating sensitive conversations or public communication.

    ➡️ your messaging feels inconsistent.

    ➡️ you need help translating complex ideas into language that lands.

    ➡️ you want confidence in how you present yourself or your organisation.

  • Digital Structure & Presence

    Building the systems and spaces that support how your work actually functions.

    This work focuses on digital environments and internal frameworks, from websites and online ecosystems to operational documents that support growth behind the scenes.

    You come here when:

    ➡️ you need digital presence 

    ➡️ your business has grown but the structure behind it hasn’t

    ➡️ roles, processes, or internal documentation are missing or unclear

    ➡️ your online presence feels disconnected from your brand or business.

  • Mentoring & Facilitation

    Support for thinking, decision-making, and sustained momentum.

    This pillar focuses on one-to-one mentoring and facilitated conversations that help people work through ideas, decisions, and transitions over time. It’s less about setting direction, and more about supporting the person as they move through it.

    You come here when:

    ➡️ you want ongoing support rather than a one-off strategy session.

    ➡️ you’re navigating growth, change, or leadership responsibilities.

    ➡️ you need a thinking partner to work through decisions as they arise.

    ➡️ you value structured conversation that helps you stay accountable.

If this sounds like you, keep reading

🔑 You have an idea and need help turning it into a clear workable direction

🔑 You’re building something from the ground up and don’t know what needs to come first.

🔑 Your business, brand or creative work has growth but lacks structure or cohesion.

🔑 You’re re-positioning, re-branding or entering a new phase.

🔑 You want support that connects vision, communication and real-world execution.

This work is for people and organisations building something meaningful, whether they’re starting from an idea, growing what already exists, or navigating a shift.

Most people arrive here with momentum, but without a clear map.

Ways we can work together.

My work isn’t built around fixed packages or one-size-fits-all services. It’s shaped around how you think, what you’re building and where you’re at right now.

We start with clarity, then choose the container that fits.

Focused session to clarify direction, positioning, language and next steps.

This is where ideas are untangled, assumptions are tested and perspective is brought back into focus. You leave knowing what actually matters and what to do next.

01
Strategy Sessions

This might look like

➡️ Strategy sessions for new ideas or evolving work

➡️ Clarifying positioning or next steps

➡️ Pressure-testing a big decision

➡️ Mapping direction before moving into a full project

02
Project-Based Work

Clear, defined work with real outcome.

This is where we build or reshape something tangiable, whether that’s a brand, a website, communication frameworks or internal structure that supports how your business runs day to day.

This might look like

➡️ Brand identity and brand suites

➡️ Naming and positioning

➡️ Websites and digital presence

➡️ Messaging and written content

➡️ Internal manuals, onboarding guides, and procedures.

➡️ Restructuring how your work is presented or organised

03
Expert
Facilitation

Ongoing support that helps keep you accountable and moving forward.

This isn’t about building a single outcome, it’s about supporting how you think, decide and lead as things evolve.

Some people come here after a project, others come here when they need guidance while navigating growth or change.

This might look like

➡️ Regular mentoring sessions

➡️ Creative or leadership facilitation

➡️ Support while implementing new direction

➡️ Guided conversations through growth or change

Let's get clear together

  • “I came in with a million ideas and no clear direction. CJ didn’t just give me a plan, she helped me see what actually mattered and what didn’t. I left with decisions made, not more confusion. It felt like someone finally understood how my brain works and translated that into a path I could actually follow.”

    — Nikki Director

  • “What stood out was how she thinks beyond the surface. This wasn’t just a logo or a website, it was the whole foundation of how my business operates. She helped shape the language, the systems, and the way everything connects. It made my business feel real and professional in a way I couldn’t have achieved on my own.”

    — Mick C

  • “Working with CJ feels like having someone sharp but grounded in your corner. She asks the questions you avoid, but in a way that builds confidence instead of pressure. I didn’t feel ‘managed’, I felt supported to think better and make stronger decisions long after the work started.”

    — Lauren Professional Athlete

Kia ora I’m CJ

I am a proud Māori from Aotearoa, New Zealand.

Your identity and communication strategist.

My background spans brand development, digital strategy, PR, facilitation, and governance, shaped by years of running my own businesses and working across various sectors. I’ve built brands from the ground up, overseen physical spaces through design and construction, and helped organisations reshape how people communicate and operate as they grow.

What connects all of that experience is how I think.

I pay attention to patterns. I listen closely to language. I help people step back from the noise so they can see what’s actually happening in their work and make decisions that feel clear and grounded.

Depending on the project, that work might show up as branding, websites, mentoring, communication advisory, or facilitation. The container changes, but the intention stays the same, helping people bring direction to their ideas and shape work that reflects who they are now.

Because I’ve spent years building my own ventures as well as supporting others, I understand the reality behind the decisions, the pressure, the growth, and the moments when something needs to shift. This work isn’t theoretical. It comes from lived experience and a deep respect for the process of building something meaningful and successful.

If it sounds like we might work well together, the next step is simple ⬇️

Ready to get clear?

Start with a strategy session