Lagos · Brand Strategist · Index
I work on the second kind. Emotional brand strategy and content direction for fintech, creator economy, foodtech, hospitality, fashion, and lifestyle — built to connect before they convert. Seven years in, working out of Lagos, taking on a small number of clients and roles a year.
Currently open to senior in-house roles & new client briefs
About the work
I am a Lagos-based brand strategist with seven years of work across consumer and B2B brands. My practice sits at the intersection of emotional positioning and operational systems — what a brand stands for and how it shows up consistently across every channel a customer touches.
Most of my work has been with experience-led companies — places where the product is partly the feeling. Hospitality. Fashion. Skincare. Fintech onboarding. Creator economy. Foodtech. The brands where taste, voice, and rhythm decide whether someone stays.
I built proprietary frameworks including The Local Grid, The Emotional Estate, and The Clarity Architecture. I write essays on brand strategy and the psychology of buying. I work with a small number of brands a year as a strategist or content lead.
Selected Work
001
Creator Economy · Brand Foundation
A pre-launch platform in the creator economy. Clear differentiator, brand that could not yet communicate it. Closed the gap before launch.
Brand Foundation · 2026
002
Edtech · Founder Campaign
Ghostwritten founder essay translating years of building into content that moved people. The kind that makes a stranger feel like they already know you.
Content Campaign · 2026
003
Skincare · DTC
Repositioned around emotional benefit and rebuilt the social-first content strategy.
+360% audience growth · 2× sales
Frameworks & Ownable IP
Framework No. 01
A neighbourhood partnership system for hospitality brands. Location is the strongest unfair advantage most hospitality brands own — and most do not use it.
Framework No. 02
A positioning approach for experience brands. Feeling is not a layer added at the end — it is the substrate the brand is built on.
Framework No. 03
A five-phase brand foundation methodology. Built for founders who need the brand to speak for itself before the product speaks to more people.
Things I Make
Digital Product
The playbook I built across seven years of client work. Used by independent strategists, agency teams, and in-house brand leads.
View in shop →Digital Product
A guide for creators ready to monetise through brand partnerships. Pitch, price, and package your influence.
View in shop →Writing
I write about strategy, taste, and the psychology of buying. Long-form on Medium and Substack. Shorter strategy threads on X.
If the work fits, let's talk.
For Companies
Brand strategy, content direction, social media management, and campaign direction for experience-led companies.
View services →For Founders
One-hour sessions for founders who need a strategist's read on positioning, voice, or content.
Book a session →For Hiring Teams
Open to brand and content leadership roles in Lagos and remote-friendly teams. CV on request.
lamideagusto@gmail.com