People don't know what they want until you show them a world they didn't know they needed. The New York girl wants The Row. The Olsen twins want youth back. People don't want what exists — they want what's inaccessible. Shopping isn't therapy. It's more expensive because it promises transformation.

I've spent fifteen years building these worlds. As creative director and co-founder of a luxury streetwear brand, I designed collections, art directed every image, and constructed the visual systems that made discovery feel inevitable. The brand scaled internationally without investors. Organic adoption with names like ( Charlie XCX, Billie Eilish, Kylie Jenner ) followed — not because we explained, but because the work created its own gravity.

Before that, early experience in New York working across luxury campaigns. Throughout, a practice rooted in art direction, photography, and the architecture of image-making. Not just what you show, but how perception forms around it ( Lara Stone Push Positive for CK as example ).

The customer comes last in the process because taste precedes demand. You shape culture before people realise they're looking for it.

Intelligence Matters applies that approach to client brands — the same mechanisms that made people want what they didn't know existed, filtered through your DNA instead of mine.