01 / Brand strategy
When the business has outgrown the brand.
…or when the brand was never set up to do what it now needs to. Positioning, platforms, propositions, narrative.
Become the brand your customers want to talk about
The strongest brands are the ones whose promise matches their experience.
Look Twice is a brand and CX strategy consultancy that helps businesses define what they stand for, why customers should care, and how to ensure the experience they create matches what they promise.
The result: better acquisition, reduced costs, loyal customers.
Let me put your brand to the test.
Book a free 30-min chat
No pitch. Just some initial thoughts based on your challenge.
What I can do for you.
02 / Experience strategy
When what you say and what customers get have come apart.
I'll map the journey end to end, find where the gap is, and prioritise what to fix first.
03 / Comms & campaign strategy
When an agency needs senior strategy on a brief.
…or when marketing keeps running but isn't doing the work it should. Insight, brief, plan, creative oversight.
04 / Workshops & strategic sessions
When teams need to agree on the actual problem.
…or look at the same customer together, or try working with me on something small before committing to something bigger.
I've worked with the best.
World-class agencies and clients across a range of sectors — retail, FMCG, healthcare, leisure & entertainment. I've worked with more brands than you can fit into a marketing convention.
Agencies
Brands
26
Brands worked on
4
Sectors
12+
Years
A senior strategic brain, on your problem.
Who I am
I'm Kristina 👋.
I've spent 12+ years in brand, CX, and communications strategy. I set up Look Twice to allow me to work across all three.
The thing I'm most passionate about is solving your problem in the way that's most suitable for it — not limiting my thinking to just brand, just experience or just comms strategy. Because big marketing & growth problems rarely fit just into one domain, so their solutions won't either.
How I work
I'm curious, direct, and pragmatic.
I'll ask you tough questions, not to be a pain in the butt, but because I care. I'm results-driven, both for myself and for my clients. I want to make sure that any work I do for you is actually useful for you and your team.
My job is to help you see what's going on, your customers and how they see your business from a new angle. That's where 'Look Twice' comes from — a principle taken from research that people don't always do what they say, and they don't always say what they mean. So if you want to understand what's actually happening, you have to look again — past the surface, past the stated.
The name is also a reminder about perspective. I work as an outsider to leadership — close enough to understand the business, far enough to keep seeing it clearly.
What it's actually like to work with me
I'll spend our first conversation finding the brief-beneath-the-brief. I'll challenge you if I think you're solving the wrong problem. I'll bring all of my experience to your business and give you the shakedown I'm known for.
I work best with leaders who want a strategic partner — not just a supplier of decks. Someone who'll work across silos and help you solve your challenges differently.
What I'm not
If you're after a fresh coat of paint on what's already there — a new logo, a sharper tagline, a quicker fix to your marketing — I'm probably not your strategist.
If you want someone who'll dig until they find the real problem, even if it turns out to be a different problem than you thought, let's chat.