Brand & Experience Strategy for design-conscious businesses
I help premium and founder-led brands sharpen positioning, strengthen customer experience, and stand out in an increasingly generic AI world
Partnering with founders and creative leaders in premium, design-conscious brands, my work helps businesses accelerate growth through original thinking and distinctive customer experiences that feel thoughtful, human and very, very memorable
Distinctiveness is your competitive edge
Many premium brands are well-designed, polished and marketed. But most are struggling to feel distinctive.
The businesses that really stand out forge a close and personal audience connection based on making people feel something about your brand.
As algorithms and AI accelerate sameness, commercial relevance is increasingly based on sharp judgement, clear positioning and thoughtful customer experiences.
Through strategy, insights and workshops, I work with founders and brand leaders to develop an original brand point of view, deepen customer connection, and create experiences that feel as thoughtful and human as the people behind them.
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"Fiona Maciver is an outstanding professional who embodies the perfect balance of creativity, curiosity, and analytical rigor. Her ability to navigate complex concepts, identify patterns, and craft compelling narratives makes her an invaluable asset in creative strategy and beyond."
— Dan Moller, Head of Creative Shop Northern Europe, Meta
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"Fiona has a keen eye on the bigger picture and the forces of change that affect our lives. Balancing structure and the organic, she adapts the needs of the brief, bringing unique authentic value to any project. To work with Fiona means a journey that evolves and inspires to deliver fresh answers"
— Hugh Miller, Partner, Pentagram
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"Fiona brings the rigour of expert research planning and execution; a highly strategic perspective to how these translate into design; and the flexibility to collaborate to brilliant effect with creatives and business folks alike"
— Ed White, Design Director, IDEO
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"Fiona brings a rare ability to translate complex customer insight into clear, compelling strategic direction. She played a key role in shaping our thinking around customer behaviour in the transition to sustainable energy, helping us better understand current mindsets and how to shift them."
— Fernanda Reyes, Head of Customer Experience and Insights, E.ON Growth Studio
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“Fiona's contributions to the team were very impressive across multiple levels including innovative deliverables that set the agenda for future of AR”
— Ivan Landabaso, Partner, JME Ventures
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"Fiona’s exceptional strategic thinking and her keen ability to uncover actionable insights played a pivotal role in shaping the overall direction of our work streams. Fiona is a true collaborator, bringing clarity and vision to complex challenges, and her work continues to have a meaningful and lasting impact in the XR space"
— Petra Zhivkova, Product Design Lead, Meta Reality Labs
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"I highly recommend Fiona to anyone seeking exceptional creative leadership. She is a rare force of brilliance and inspiration; any organization would be fortunate to have her at the helm of their creative journey."
— Sunil Sharma, AI Strategist, Technologist, Stealth Entrepreneur
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"Fiona took time to have in depth product conversations that helped to drive strategy and execution forward. During the time we worked together, we shipped a number of key features that helped our team to exceed their goals and to deliver significant user value"
— Kwad Kissiedu, Product Manager, Meta
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"I cannot recommend Fiona Maciver highly enough for any business looking to raise its game on innovation. Fiona has a unique way of thinking - blending creativity with a sharp understanding of what shapes an industry. She helps you work from design through to customer, and tackles tough challenges with fresh, inspired solutions."
– Lloyd Wigglesworth, Partner, The Alexander Partnership
Services
I help design-conscious brands stand out in crowded markets by sharpening their point of view, strengthening customer connection and creating experiences people remember. My services include focused experience sprints, ongoing strategic advisory, team workshops, and keynotes & learning sessions that build stronger creative judgement, curiosity and customer understanding inside the business.
Experience Clarity Sprint
A focused review of what your customers notice, feel and remember - and where your brand experience is losing impact. We identify what is working, what feels weak or generic, and how to make the experience more distinctive, resonant and commercially effective.
Strategic Advisory
Ongoing strategic support for brand, customer experience and positioning decisions. Ideal when you need senior perspective, sharper judgement and a trusted thinking partner - without hiring full-time.
Human Experience Workshops
Practical workshops that help creative and leadership teams sharpen judgement, think more originally and understand audiences more deeply. Designed to build the human skills behind more distinctive, resonant and commercially relevant work.
Keynotes & Learning Sessions
Thought-provoking talks for corporate events, leadership days and learning programmes. Helping teams understand why customer connection, creative judgement and distinctive brand experiences matter more in an AI-shaped world.
About Fiona
I’m an independent advisor working at the intersection of brand experience, customer insight and design strategy. I love working closely with the personalities making up founder-led and creative teams to create beautiful experiences with lasting commercial and emotional impact.
My perspective has been shaped by experience across Apple, Facebook, Accenture and the European Commission, as well as projects for brands including Meta, Ford and E.ON. I hold a PhD in Design Strategy and teach Creative Direction at Central Saint Martins in London.
Work
My work has been featured by
