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Alexandra Tyler
Creative Strategy Director

Communion Studio Brand StrategyMERCURY/13
Creating a new identity for FC Como Women, in a new era of football. Developing the platform ‘We belong here’ with a bold brand narrative that transcends football and positions the club as a leading voice for gender equality. Coupled with unexpected visual codes to engage more diverse audiences across political, fashion and Italian culture.

Stakeholder Interviews
Audience Research
Brand Positioning
Manifesto Copywriting
Strategic Design Direction




Communion StudioCreative Campaign StrategyZEGNA
Collaborating closely with creatives to develop Zegna’s brand and seasonal campaigns, featuring Mads Mikkelsen. Highlighting the sensory qualities of the products and the uncomplicated style of the brand. Introducing a storytelling framework to create campaign continuity across all channels, including partnerships and retail. 

Creative Strategy
Brand Messaging
Campaign Framework 


Phantom StudiosProduct & UX StrategyGOOGLE
Leading the strategic development of Market Finder, a free, government supported tool that helps businesses identify new markets to expand into worldwide. Identifying what insights were most useful to businesses, we integrated Google’s proprietary data to deliver tailored guidance for businesses looking to expand globally. 

Brand Strategy & Messaging 
User Research
Product Strategy
UX Strategy

Phantom StudiosCreative Campaign StrategyGOOGLE
Defining YouTube’s B2B positioning to deliver on multifaceted brand, business and marketing objectives. Developed a strategic territory that speaks to the diverse fan communities, and collaborated closely with the Creative Director to craft the tagline ‘Be Where it Matters.’ inspiring advertisers to invest in the platform within the APAC region.

Audience Research 
Stakeholder Workshops
Brand Positioning
Creative Strategy

Media MonksCreative Product StrategyGUCCI
Supporting the Global Head of Experience Design to position and launch Gucci’s own NFT gallery platform, making them the first brand in the world to own its own primary web3 marketplace. Understanding the rapidly evolving metaverse to carve out a space that was culturally, technically, environmentally and commercially viable for the brand. 

Competitor Analysis
Cultural Research
Audience Research
Brand Positioning
Product Strategy

Stink StudiosCreative Campaign StrategyTATE
Successfully won a competitive pitch to be Tate's appointed agency by developing a strategy for Tate Britain, redefining what Britishness means to a younger generation. ​​The first brief took their Life Between Islands exhibition, centered around British-Caribbean culture, outside the gallery walls, engaging new audiences, in unexpected places.

Strategic Pitch Presentation
Audience Research
Brand Positioning
Creative Campaign Strategy

Stink StudiosProduct & UX StrategyGOOGLE
Re-imagining the brand, design, and user experience of Google’s online Vulnerability Reward Programme - an initiative that incentivises developers to report bugs in Google code. Focusing on building community, making the platform more fun and user-friendly, we added dynamic gamification elements, as well as a competitive leaderboard.

Stakeholder Interviews
User Research
User Testing
Product Strategy
UX Strategy
Brand Strategy

Stink StudiosBrand & Campaign StrategyWETRANSFER
Defining WeTransfer’s brand proposition through a unifying principle: to help you get your ideas out as efficiently and beautifully as possible. This insight inspired the campaign and film that calls for a different relationship to technology, refuting mindless scrolling in favour of real world experiences that inspire true creative output.

Stakeholder Interviews
Audience Research
Business Strategy
Product Strategy 
Brand Architecture
Brand Positioning
Creative Campaign Strategy




Stink StudiosBrand & Campaign StrategyWETRANSFER
Giving the humble file sharing service a voice in its first-ever brand campaign. WeTransfer supports creatives and artists throughout the ebbs and flows of their creative process, so we highlighted the work of artists, peeking into their process and contrasting the simplicity of WeTransfer with the complex, nonlinear journey of creativity.

Stakeholder Interviews
Audience Research
Business Strategy
Product Strategy 
Brand Architecture
Brand Positioning
Creative Campaign Strategy
Rehab StudioInnovation StrategyGOOGLE
Leading the research and strategy of a year long innovation project with Google Media Labs - a series of design sprints to identify innovation opportunities in media. One of which led to a campaign for Chromecast, leveraging second screen behaviour to engage an entire arena of NHL fans in New York to play a game against one another.
 
Cultural Research
Innovation Strategy
User Research
User testing
UX Strategy
alexandrakatetyler@gmail.com