THINKING & PERSPECTIVES
Insights
Practical and reflective writing on clarity, positioning, storytelling, place and creative direction. Alongside these are observations from photography and the field - different expressions of the same attention to character, meaning and what makes something distinctive.
What Makes a Destination Distinctive?
Dark Sky Alqueva shows how a destination can build its identity around something already there. I explore how places can recognise what makes them distinctive, shape meaningful visitor experiences around it, and protect what gives them value.
Who Has the Right to Tell the Story of a Place?
A place is rarely defined by one story. I look at how tourism, photography and different interests influence the way places are presented, and why the strongest story may be the one that has not yet been noticed.
Most Organisations Don’t Have a Storytelling Problem. They Have a Clarity Problem.
I often see organisations turn to more marketing when the deeper problem is clarity. Before adding more content, stories or campaigns, it helps to decide what really matters and what should sit at the centre of everything else.