Brand Strategy. Creative Direction. Marketing.
I build brands from the inside out, starting with clarity on what a brand actually is, then translating that into identity, narrative and the experiences that make it real. My work spans hospitality, lifestyle and luxury: repositioning established concepts, launching new ones, and building the commercial systems that let them grow.
About Catherine Hayward
I work with brands that care about the gap between what they are and how they're perceived. Most of the time, that gap isn't a creative problem, it's a clarity one. My job is to close it, through positioning, narrative and the decisions a brand makes long before anyone sees a logo.
My background runs across multi-brand hospitality groups, founder-led fashion labels, luxury property, wellness brands and content creators, alongside platforms I've built from scratch.
Technical Capabilities
1 / Design & Content Production
Adobe Illustrator · Adobe InDesign · Canva · Figma · Adobe Premiere Pro · CapCut
2 / Digital Infrastructure & CRM
Wix · Squarespace · ReadyMag · Klaviyo
3 / Analytics & Commercial Tools
Microsoft Excel · Microsoft PowerPoint · Google Analytics · SEMrush · LaunchMetrics
How I think
01 Clarity Before Scale
Growth only works when the foundations are right. Strong positioning, audience understanding and narrative coherence come before visibility, always.
02 Culture Shapes Perception
Brands are built internally as much as externally. The way a team operates, communicates and makes decisions inevitably shapes how it's experienced by everyone outside it.
03 Creativity With Commercial Discipline
Aesthetic direction and storytelling matter, but they have to support a viable commercial model. I'm interested in ideas that can sustain themselves, not just attract attention.
04 Experience Is Strategy
From digital touchpoints to physical environments, every interaction reinforces identity. I think in systems, ensuring brands show up consistently across context, format and audience.
Let's talk
I care most about who I'm working with: founders and teams building something worth building, who want creativity with commercial thinking behind it.