Work

What I’ve done, and what changed

Selected work

01Allwyn · National lottery operator · December 2024

A strategy nine leaders could tell in their own words

Film: nine senior leaders tell the story in their own words

The ambition

Allwyn wanted a simple, usable strategy story, and a way for its leaders to tell it in their own words.

What I did

I distilled the strategy into a one-page narrative and produced a film of nine senior leaders sharing the story.

What changed

Allwyn had its strategy as a simple, clear narrative, with digital content to support telling it.

In their words

Julian helped us distil our strategy into a simple and clear narrative, backed up by digital content to support our storytelling. Fast, incisive and clear. Thank you!
Alastair RuxtonChief Impact Officer, Allwyn UK
02Fusion Energy Insights · Fusion energy information service · July 2026

A clear path from free content to paid work

The ambition

The founder of a B2B information service for the fusion energy community wanted a clear path from free content to paid work: an offer that could fund its own marketing and send qualified leads to her advisory consultancy.

What I did

I ran two half-day workshops to rebuild the product stack and the marketing funnel. A free tier of LinkedIn posts and a newsletter feeds a paid tier of quarterly insights on a chosen topic or sector, which feeds the consultancy. I then turned the thinking into a prioritised action list and a step-by-step recipe for building the operating system.

What changed

The founder left with a focused proposition, a clear list of actions and a recipe for building the funnel, in place of the confusion she started with. The model is designed so that the marketing pays for itself through the paid tier while sending leads to the consultancy.

03News media publisher · April 2026

One shared strategy for three teams that had been working apart

The ambition

A news publisher wanted a clear-eyed view of where it stood and a plan the whole business could act on, with its commercial, consumer and editorial streams pulling the same way.

What I did

I designed and ran a multi-session strategy process across the B2B, B2C and Editorial streams, using a four-part frame: Customers, Context, Capabilities and Competition. In workshops with the senior team we surfaced where they were strong, where the threats were real and which assumptions needed challenging. That became a Strategy on a Page for each stream, with pillars, filters, things to stop doing and 90-day first moves based on what the team had said.

What changed

The leadership team left with a shared strategic narrative across three previously separate functions, and a concrete 90-day plan. The central argument, quality audience over volume of impressions and subscription over reliance on advertising, had buy-in across the functions for the first time.

All projects

Everything else, newest first. Open a project to see what I did and what changed.

Non-profit · 2026

FrameWorks UK

FrameWorks UK, a PhD-staffed narrative strategy consultancy, wanted to run a pilot to see whether AI could help clients apply its proprietary reframing methodology consistently, without diluting it or depending on expert facilitation for every use.

What I did

I built an AI-powered tool encoding the Building Blocks of Health methodology directly into the system, so communications staff at a local council could reframe, frame-check and create copy in line with the methodology without someone from FrameWorks standing over their shoulder.

What changed

The tool gave FrameWorks a scalable, IP-protected way to extend its methodology to local authority clients, and gave the council a practical communications resource grounded in empirical reframing research.

We benefited so much from the preparation you had done. Really great progress that we couldn’t have made without you.
Kate StanleyCEO, FrameWorks UK
Media and entertainment · 2026

Allwyn

Allwyn needed a way to tell its impact stories more effectively using data at scale, in the first instance for an activation with a supermarket chain to communicate their joint impact in stores.

What I did

I vibe coded a prototype that read the DCMS database of lottery grants and augmented it with data from the Charity Commission, each charity's official website and any local news coverage, to show the art of the possible. I also helped the sponsor by writing a few pages of his presentation to mobilise internal stakeholders to progress the project.

What changed

The team agreed to progress the project internally, using existing budget allocated to the supermarket activation.

Technology · 2025

The Config Team

The Config Team, a supply-chain software business, needed to sharpen sales enablement and account planning.

What I did

I co-produced and ran a live sales-enablement webinar with real-time scoring and feedback.

What changed

The sales team became more confident and practice-ready with clearer account strategies.

Technology · 2025

Everway

Everway needed a sales-enablement session tailored for an ed-tech product supporting neurodiverse learners.

What I did

I co-produced an interactive webinar where teams presented and participants voted live using a scoring system.

What changed

The webinar sharpened the sales team's approach and gave them a practical, repeatable way to improve.

Financial services · 2025

Canaccord Wealth

The firm wanted to repeat the town-hall format and keep raising the bar.

What I did

I produced the second-year hybrid town hall again, ensuring inclusion and a polished live experience.

What changed

Another successful, well received event that reinforced community and clarity.

Professional services · 2025

Pitman Tozer

Pitman Tozer needed a launch for Tulip Cycle Wands that communicated safety and beauty to a city audience.

What I did

I orchestrated and managed the press launch, securing BBC, Evening Standard and cycling press coverage and positioning the design for trials.

What changed

A successful comms strategy was devised and implemented rapidly, and the launch won coverage from the BBC, the Evening Standard and the cycling press.

His enthusiasm was infectious from the outset and he helped to rapidly devise and implement a successful comms strategy to promote the product.
Luke TozerCo-founder, Pitman Tozer Architects
Science · 2025

The Fusion Cluster

The Fusion Cluster needed founders to turn complex fusion technology into investor-ready elevator pitches.

What I did

I coached the founders on clarity and authenticity, so that technical people could tell simple, compelling investment stories.

What changed

Following our training session, one founder exhibited at a conference the following week. His newly designed stand attracted a lot of attention. He had great conversations, and he got three orders.

Manufacturing · 2025

Pelsis

Pelsis wanted a dynamic sales-enablement experience that surfaced great account plans and delivered feedback.

What I did

I co-produced and ran a digital stage session where teams presented, the audience voted live and a Slido scoreboard showed results.

What changed

The session produced practical feedback, energised the team and created a repeatable learning format.

Professional services · 2025

Positive Momentum

Positive Momentum wanted to celebrate International Women's Day with a meaningful, client-inclusive piece.

What I did

I curated submissions from partners and female clients and produced a cohesive IWD video.

What changed

The film resonated inside the firm and with clients, reinforcing the organisation's commitment to gender equality.

Financial services · 2024

Global investment bank

The startups in a global investment bank's sustainability programme needed help with impact and marketing.

What I did

I led marketing coaching through four webinars and office hours for each startup.

What changed

The startups were given concrete, immediately actionable solutions on impact and marketing.

Julian stands out for his clarity and precision in addressing even the most complex topics, turning them into concrete and immediately actionable solutions. … I highly recommend him to anyone looking for a professional capable of guiding innovation with tangible results.
Founder and CEOa climate-tech startup in the programme
Financial services · 2024

Acrisure

Acrisure needed a sit-down panel with its chairman and UK CEOs filmed for internal communications.

What I did

I handled the filming and production to capture a professional, engaging panel discussion.

What changed

The panel discussion was captured as a professional, engaging film for internal communications.

Julian is an excellent story teller and I have enjoyed working in partnership to consult about how best to tell stories for both employees and other stakeholders.
Fleur BinyonDirector, International Communications and Brand, Acrisure
Professional services · 2024

Improve International

Improve International needed a business case and investment thesis for a unified CPD community platform.

What I did

I researched and wrote a comprehensive business case that set out the strategic and financial rationale.

What changed

Stakeholders were aligned and the platform project had a clear route to implementation.

Financial services · 2024

Invesco

Invesco's Italian leadership team needed help navigating structural change and practising collective leadership, half of it in Italian.

What I did

I ran half-day workshops and one-to-one coaching, with half the facilitation in Italian, to build collective decision-making.

What changed

Collaboration and trust improved within the team.

Julian has been instrumental in improving collaboration and increasing trust within our team. … His coaching sessions are always engaging and tailored to our specific needs, making a noticeable difference in our work relationships.
Frank Di CroccoHead of Italy Distribution, Invesco
Financial services · 2024

Canaccord Wealth

Canaccord needed a hybrid town hall that worked both in person and via stream for remote staff.

What I did

Drawing on TV production experience, I designed the format, rehearsed speakers and managed live production.

What changed

The town hall ran smoothly across channels and left staff feeling connected and informed.

Technology · 2024

ExoTerra

ExoTerra, a satellite startup, needed to learn how to tell its story more effectively.

What I did

I ran four workshops using my storytelling operating system to build the team's capability.

What changed

The team left able to tell a clearer, more compelling story that helped them stand out.

Financial services · 2024

Canaccord Wealth

The CEO needed a memorable speech for an evening event with top private wealth clients.

What I did

I wrote a speech that balanced warmth, insight and gravitas so the CEO could connect with clients.

What changed

The speech was well received and strengthened relationships with the firm’s top clients.

Professional services · 2024

Broadway Malyan

Broadway Malyan wanted a new set of values to guide a global practice.

What I did

I ran a series of workshops across levels and regions to co-create the values, including “Design Without Borders.”

What changed

The workshops gave the practice a clear direction, which has become the foundation of its business strategy.

By facilitating a series of working groups across different levels of our global practice, he helped shape a clear direction that has become the foundation of our business strategy.
Ed BakerGroup Chair, Broadway Malyan
Professional services · 2024

Will & Partners

Will & Partners needed their principal's strategy presentation refined ahead of integration with Broadway Malyan.

What I did

I worked closely with the principal to polish and align the presentation so it fitted Broadway Malyan's expectations.

What changed

The presentation was confident and well received, easing the transition into the group.

Financial services · 2023

Deutsche Leasing

Deutsche Leasing needed to excite its sales team about a new sales enablement programme.

What I did

I produced a sizzle video to energise and explain the programme.

What changed

The sales team were enthused and ready to engage with the new programme.

Financial services · 2023

Canaccord Wealth

Canaccord wanted a meaningful end-of-year address that would land with staff.

What I did

I produced and edited a polished, heartfelt CEO message that reflected on the year and looked ahead.

What changed

Staff felt appreciated and informed, reinforcing a sense of connection going into the new year.

Financial services · 2023

Canaccord Wealth

Canaccord needed a compelling About Us video for its website to show what makes it different.

What I did

I curated colleagues' stories and produced a polished video that showcased culture and client focus.

What changed

The result was an authentic video that gave visitors a real sense of the firm's people and approach.

Financial services · 2023

Astorg

Astorg's IT team needed candid feedback from the business on how they were performing.

What I did

I designed a staff survey and helped analyse the results to identify improvement areas.

What changed

The IT team gained actionable insights and a clear set of priorities to better support the business.

Financial services · 2023

Astorg

Astorg had built a new digital tool but needed higher adoption across the team.

What I did

I produced a series of practical how-to videos to guide users through the tool's features.

What changed

The team adopted the tool more quickly and used it correctly.

Financial services · 2023

Astorg

Astorg needed to help people understand why the digital transformation was happening and what it meant.

What I did

We created animated storytelling videos that explained the why, what and how.

What changed

The organisation were engaged and motivated, with a clear narrative to support the transformation.

Manufacturing · 2023

Punch Powertrain

Punch Powertrain needed to improve the effectiveness of its executive team and its capacity to be constructive critical friends.

What I did

I facilitated a two-day leadership workshop focused on listening, feedback and team effectiveness.

What changed

The executive team became more cohesive, communicative and effective.

Financial services · 2022

BNP Paribas

Following Lisbon, BNP Paribas's London multinational coverage team needed a version of the same workshop.

What I did

I ran a follow-up session reinforcing the same principles and strengthening client relationship skills.

What changed

Both offices saw a consistent shift toward confident, advisor-style client work.

Financial services · 2022

Canaccord Wealth

Canaccord wanted to communicate its core values authentically to staff and clients.

What I did

We produced and edited a CEO interview that focused squarely on the firm's values.

What changed

The video brought the values to life and gave staff and clients a clear sense of what the firm stands for.

Financial services · 2022

Liberty

Liberty wanted to turn webinar content into reusable learning videos for its training platform.

What I did

I repurposed and edited webinar sessions into polished video modules.

What changed

The result was a set of accessible, engaging training videos that improved learning uptake.

Financial services · 2022

BNP Paribas

BNP Paribas's multinational coverage team needed to shift from service providers to trusted advisors.

What I did

I facilitated a workshop in Lisbon focused on elevating client relationships and advisory skills.

What changed

The team became better equipped to build deeper, advisory relationships with clients.

Science · 2022

Harwell

Harwell and its partners needed a compelling agenda for the Ox to Zero net-zero conference that united diverse voices.

What I did

As chair of the editorial board, I corralled viewpoints and built consensus to create a focused conference agenda.

What changed

The conference programme had a strong narrative that made sense to the audience and kept them engaged throughout the day.

His experience in journalism and storytelling shone through and led to a programme with a strong narrative that just "made sense" to the audience and kept them engaged throughout the day.
Dr Valerie JamiesonDevelopment Manager, The Fusion Cluster
Media and entertainment · 2022

ENEX

ENEX needed to help its member broadcasters navigate digital change in the newsroom.

What I did

I was invited to speak on a panel, sharing practical strategies for newsroom digital transformation.

What changed

The session was well received and gave broadcasters tangible ideas to embrace digital innovation.

Financial services · 2022

Standard Chartered Bank

Standard Chartered's Group Property team needed to decide how ambitious its sustainability targets should be, and whether existing Net Zero commitments were enough given the climate emergency.

What I did

I produced a strategic options analysis comparing four scenarios, from Net Zero by 2025 to a “Moonshot” Net Positive by 2026, with financial modelling and competitor benchmarking against peer banks.

What changed

Leadership aligned on a decision to pursue an accelerated pathway. It used the bank's own sustainable finance arm to invest in green energy sources in countries where it couldn't access them already, and aimed to place the bank not just top of its sector, but among the top global businesses.

Non-profit · 2022

Open Society Foundation

The foundation needed a virtual leadership offsite that would actually engage its leaders and facilitate practical discussion.

What I did

We ran an interactive webinar that turned the offsite into a lively, collaborative experience.

What changed

The leadership team felt connected and empowered, with a successful, well-facilitated virtual offsite.

Media and entertainment · 2021

The Official Charts Company

Following the assessment, senior leadership needed a clear strategy and alignment for the contract renewal.

What I did

I facilitated a one-day workshop to define the strategic approach and align the senior team.

What changed

The leadership team left unified and ready to approach the renewal with a clear plan.

Financial services · 2021

Standard Chartered Bank

The property function needed a clear, empathetic explanation of a supplier transition and its impact.

What I did

I produced a remotely filmed video series featuring leaders, coordinating crews in Dubai, Nairobi and Singapore, conducting interviews over Zoom and editing from Italy.

What changed

The workforce felt informed and at ease; the polished remote production secured buy-in despite lockdown constraints.

Media and entertainment · 2021

The Official Charts Company

The Official Charts Company needed to know whether a major data partner was delivering the value it required before renegotiation.

What I did

I led a technical and contractual review and produced a detailed value assessment.

What changed

Leadership went into negotiations confident and well informed, able to secure stronger terms and real value.

Financial services · 2021

Challenger bank

A challenger bank had to turn its annual employee event into an engaging virtual experience during lockdown.

What I did

Using my TV executive-producer skills, we turned the event into an hour-and-a-half slick, interactive virtual-TV style production.

What changed

The event kept the team connected and entertained and became a lockdown highlight.

Financial services · 2021

MUFG

MUFG Investor Services needed to run a strategic two-day leadership event for 100 senior leaders across New York, Cayman and London while everyone was remote.

What I did

We produced an interactive TV-style webinar from a London studio, with live voting and high levels of interactivity.

What changed

The event enabled leaders to share strategy, work through conundrums and stay connected despite the distance.

Science · 2021

Harwell

Harwell wanted to attract new tenants by explaining the cluster model of government, academia and industry.

What I did

I produced a series of videos that illustrated how the cluster model works and why it drives innovation.

What changed

The videos effectively communicated the campus's collaborative spirit and helped draw in new businesses.

The videos they produce are polished, engaging and effective, and they have a real talent for bringing stories and people to life on screen.
Emma Southwell-SanderHead of Harwell Clusters
Arts and entertainment · 2021

The Royal Opera House

The Royal Opera House needed to replace revenue lost in the pandemic and decide how best to scale a rudimentary video-on-demand (VOD) offering.

What I did

I produced a strategic analysis of build, buy and hybrid OTT options and recommended a hybrid path.

What changed

The chosen approach helped VOD become a lasting revenue stream that complemented live performances.

Science · 2021

Harwell

Harwell wanted to showcase the campus's scientists and member organisations and their pandemic-related innovations.

What I did

I created the “Pandemic Pioneers” series of articles highlighting scientists and innovations that supported the UK response.

What changed

The series created a powerful narrative that celebrated Harwell's contribution and inspired pride across the campus.

Government · 2020

NSW Treasury

NSW Treasury needed its leaders to understand how to lead hybrid teams and respond to rapid change in strict lockdown.

What I did

I delivered a webinar on dynamic leadership and leading hybrid teams, with practical strategies leaders could apply.

What changed

The team left better equipped and more confident to lead hybrid teams through lockdown and beyond.

Financial services · 2020

Standard Chartered Bank

The group property team, split across East Asia and London, needed to stay aligned and engaged when in-person gatherings were impossible.

What I did

We produced a TV-style virtual event from a studio: a polished, interactive broadcast that kept everyone tuned in.

What changed

The event brought the team together despite the distance and became a vibrant shared experience.

Financial services · 2020

MoneyLine

MoneyLine, a responsible-lending not-for-profit, needed its CEO to deliver a confident investor presentation without the usual nerves.

What I did

I gave tailored one-to-one coaching and refined the script for a virtual webinar, rehearsing delivery and polishing the speech.

What changed

The CEO delivered a poised, authentic virtual presentation that left investors informed and engaged.

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