Hello, I'm Petchy!

I help badass business owners (like you!) attract and connect with more of their dream clients through strategic brand design. My clients tell me I have an uncanny way of knowing what they need, even when they don’t know it themselves. Some might call it intuition. Others call it a gut feeling. I call it a superpower!


Just kidding! There’s no woo around here – just a combination of experience, curiosity and genuinely caring about understanding my clients on a deeper level. I won’t tell you that you have “limiting beliefs” or ask you to manifest anything, and toxic positivity gives me vomit burps.

Instead, I meet you where you’re at, and together we’ll dig deep enough to discover the core of your brand, so I really get to know your goals, visions and values – and then I translate that into a brand identity that communicates all the right things to all the right people.

Most of my life, I've felt like a misfit.

Probably not what you expect to read on someone’s about page, but it’s the truth. I was bullied in school. I never felt at home in the corporate world. On the outside I was quiet and kind, never got into any trouble, did well academically, always had my nose in a book… I was a textbook example of a “good girl” – always seeking approval. But inside, I was exhausted by the constant struggle to fit into society’s (rather narrow!) expectation of what it looks like to be “successful” or “professional” – I never understood why I couldn’t just be me. When I set out on my solo business journey in 2016, I knew I wanted to do it my way.

Even so, it took me a good couple of years to stop feeling like I should try to squeeze back into the corporate pigeon hole. The online business sphere is chock full of self-proclaimed gurus, each claiming that their way is the only way – and the vast majority of brand strategists seem to be cocky dudes in suits, many without formal education in the field, who rely more on “fancy jargon” than real experience. No wonder so many of us feel like we’re “doing it wrong”! Well, I call bs. I’m done with corporate schmorporate. 

I’m done undermining my values and beliefs in an attempt to fit in.

Something tells me you are too? If that’s the case, and you too want to build an honest and relationship focused brand, guess what? You’re my kinda people. I’m on a mission to help you build your brand your way; without pretending to be something you’re not, without compromising on your truths, without predatory business tactics and without screwing people over. For every brand that dares to show up with their values and their hearts on their sleeves, it becomes easier for others to follow. And who knows; maybe the world will become a better, more inclusive and more transparent place in the process.

Your brand should empower you.

To spend time doing what you love. To work how and where you want. To work with the kind of clients that really fire you up. To step into your truth and model the change you want to see in the world.

That’s why I will always encourage you to build your brand in a way that feels good and does good.

Quiet rebellion.

Unapologetic integrity.

Sincere compassion.

Corporate conventionalists and devotees of hustle-culture don’t tend to identify with me, and quite frankly? The feeling is mutual. I have a hunch it’s because I challenge authority and question established norms if they’re put in place for no apparent reason. That’s the quiet rebel in me saying “you can’t demand my respect, but you can earn it” – whether you’re a CEO or a school kid. It took me a while, but I’m finally at a place where I put my values and integrity before people-pleasing.

Do I want to help you do the same? You bet.

I believe…

…in honesty. Yes, even the things you might not want to hear. I’ll tell you in the nicest possible way though! Think of me as the kind but slightly annoying friend who always dishes out tough love.

…in always treating people with respect, even if we don’t agree. It’s ok to have a difference of opinion, but it’s never ok to be a bully!

…that every person on this planet deserves the right to equal opportunities and the freedom to be who they are, regardless of ethnicity, gender, sexual orientation, body size, religion, age etc. If you believe otherwise, please move on.

…that it’s not nice to screw people over for your own financial gain. I will not help you build a brand based on manipulative sales tactics or sketchy business practices. This is non-negotiable.

…that brand strategy shouldn’t be complicated. It’s not just for the big multi-national corporations, and you don’t need to be (or hire) a cocky hipster dude in an expensive suit to do strategy work.

…that life is too short not to have fun! Most of us spend a lot of our time working, so work should also be fun – which is why I choose to work with clients who agree that professional ≠ boring.

Fun facts

I’m half Brit, but currently live just outside Kristiansund (Norway) with my hubby, daughter, son, cat and miniature poodle.

I love to spend time in nature, and I’m a real foodie so you’ll often find me cooking up a treat in the kitchen. I enjoy a good book, and I’m the proud owner of three sewing machines.

I have a totally inappropriate sense of humour and a bit of a potty mouth. You’ve been warned! 😉

I’m an introvert and an empath, both traits that I used to think of as weaknesses. Turns out I was wrong: they are my biggest strengths!

Had enough of plain old standard about pages? See what happened when I asked ChatGPT to re-write this page in a Shakespearean style.

I’m not your average designer-turned strategist

Strategy is where my journey started.

The Ethical Move logo [in white on black] [with values in a circle outline: Honesty, Responsibility, Trust, Transparency, Integrity, Equity]. Links to theethicalmove.org

I put the person before the sale. I respect you and your privacy. I will help you make the best choice for your needs, not mine. I communicate inclusively, truthfully, and clearly. I will not confuse you or hide information from you. I will help all audiences feel welcome. I take responsibility for my part in changing the marketplace. I recognise the need to break the cycle of consumerism. I will continuously review my sales and marketing to ensure they benefit the common good. I count on you to hold me accountable. Please connect with me if you see me not honouring my pledge.

Free micro course

Brand values, not bland values!



The Ethical Move logo [in white on black] [with values in a circle outline: Honesty, Responsibility, Trust, Transparency, Integrity, Equity]. Links to theethicalmove.org

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