Work / A record of structure moves

The work, not the pitch.

Businesses arrive with different symptoms. The work is finding what is actually in the way, then building the structure that changes it.

Positioning · Brand · Go-to-market · Digital · Operating designSelected work · 2017 to 2026
01 / Reputation, given a structure

Thirty years of operational authority,
given a business the market can reach.

Constraint
A reputation built entirely by referral, and no commercial structure to carry it into new markets.
Built
Positioning · brand · commercial model · go-to-market · digital · founder authority.
Now
Trades by introduction only.
Watchtower · Mayfair, London · dossier available on request
02 / From activity to system

Highest monthly sales and leads on record for the Vancouver franchise.

Constraint
Four campaigns run separately by whoever owned each budget.
Built
One commercial engine: positioning, channels, partnerships and sales rhythm connected.
Now
The record month, October 2017. Vancouver · premium retail · marketing lead.
View dossier
03 / From network to demand

Editorial first.
Then the room.
Then the sale.

Constraint
A private network of designers with no public platform and no pull.
Built
A five-gallery Mayfair series. A masterclass that sold out. Nine months, from zero.
Now
A visible cultural and commercial platform. Marylebone Design Collectif · first key hire.
View dossier
04 / From product to category

A complex product.
A much bigger story.

Constraint
A securities-lending platform the market understood as a product, not a category.
Built
Rebrand chapter · Series-B communications · founder authority · events · film · US expansion.
Now
Credited by name in CōLab’s published case study. London · fintech · in-house.
View dossier
05 / Luxury real estate · West Vancouver

A $12.8M sale.
A brand built to match.

Constraint
A decade of luxury sales sitting behind an off-the-shelf realtor template, indistinguishable from every other agent in the market.
Built
Positioning · brand · a named entry offer, The Vision Review · a three-door structure of Sell, Buy and Relocate · editorial journal · private list · a trilingual site in English, French and Farsi.
Now
An independent practice under Royal Pacific Lions Gate Realty, with a $12.8M sale on the board. West Vancouver · North Shore · Vancouver.
View dossier See it live
Outcomes
Evidence

In the world

Strategy should eventually stop looking like strategy. Six pieces you can go and look at right now, at the source.

Watchtower · the live site Watchtower · the campaign, in market Sharegain · the published case study Behnoush Malek · the live site and The Vision Review Marylebone · ART × INTERIORS, the finale Marylebone · the masterclass that sold out
Archive

The record, in pictures

Six strands of work that sit behind the four chapters. Nothing here is hidden behind a click.

Coverage & platforms

Named press, design-world partners and recognition, with the pieces themselves linked to the source.

In the press
Elle · Fashion · Global News · Western Living · Vancouver Magazine · The Georgia Straight · North Shore Outlook · London Life · Mayfair Life · Kensington House
Design-world partners & platforms · Marylebone Design Collectif
HOFA Gallery · JD Malat Gallery · Pictorum Gallery · Gillian Jason Gallery · Kensington House · 1 Hotel Mayfair · Poggenpohl UK · Mayfair Design District · London Craft Week · Emilie Interior Design · Maison & Objet
Recognition · work led
Ambleside Dermedics, Best New Business 2013, West Vancouver Chamber of Commerce · Four consecutive Best of the City recognitions, Yaletown Laser Centre · Singapore Kindness Award
Sharegain · Money20/20

Securities lending, explained, the film.
Sharegain · FF News

Securities Lending 3.0, the interview.
Sharegain · Interview

Leadership in capital markets.
Marylebone · Paris

MDC at MAISON&OBJET.
Marylebone · Art London

The HOFA gallery series, Mayfair.
Marylebone · Mayfair

A private preview.
Marylebone · Masterclass

Unlocking luxury interiors.
Editorial · Milano

Tapestry of design, Salone del Mobile.
Editorial · Pulse

Top 8 restaurant interiors.

To feature Michelle in an article, broadcast or podcast, get in touch.

The rooms

Mayfair and the design world. Where introductions happen: founder evenings, private views, the exhibitions that keep the eye trained.

Hay Hill Mayfair · founder events Hay Hill · the room, mid-evening 1 Hotel Mayfair · art gallery and interior design, a sold-out evening JD Malat Gallery · private view with the Collectif Gabrielle Chanel, Fashion Manifesto · V&A, London London Tech Week 2024 · Corporate Innovation Stage, Olympia
Masterclasses & panels

Teaching and billed appearances. London and Vancouver, 2015 to 2024.

Digital Marketing World Forum 2024 · Olympia London, speaker Luxury Interior Design Masterclass · Unlocking Leads, with Ashish Chawla Decorex, London · the Design Talks Theatre, trade programme VEG EXPO 2015, Vancouver · wellness marketing

Also in the record: DREAMGRIP, positioning and launch for a camera-rig startup, covered by cinema5D and shown at CES · Yaletown Laser Centre and Ambleside Dermedics, premium clinic marketing · Vancouver Fashion Week, runway programme and on-screen presentation. Dossiers on request.

Private work

Some of the strongest work never becomes content.

A number of engagements in AI, security and private advisory sit under NDA. Discretion is not a limitation of the work. It is part of the standard.

The next build

What has your business outgrown?

Begin with a Structure Review Or tell me what is changing