About

Strategy was my first love. Long before clients, decks or workshops — there were books. Piles of them. Eventually, towers.

At university and during my early years at TBWA\ Berlin, I discovered something fundamental: understanding people isn’t a skill — it’s a superpower in business.

I’m obsessed with culture — consumer culture, internet culture, aesthetic culture. Anything that reveals what people seek, avoid, desire or admire.

I see brands as holistic, emotional systems — forces that shape the whole organisation which impact how we feel, dream, trust, choose, live and love.

Behind my strategic mind is a human who embraces complexity: curious, sometimes chaotic, precise in the right moments — always searching for the point where meaning turns into emotion.

Over the last 15 years, I’ve worked with teams across the US, Europe and the Middle East — Apple, Netflix, Airbnb, Google, Zalando and many more.

My work moves between strategy, culture and creativity — helping organisations see themselves and their own signature clearly, confidently, beautifully.

This is the world I work from: books, beauty, objects, intimacy, clarity. A studio built on what drives me most: radical curiosity — and the courage to follow it.

What others say

Jens Urbaniak — CEO DrSmile

“When Gilbert joined us, he made an impact from day one. He sharpened our brand, clarified our narrative and brought both analytical depth and creative perspective. A rare combination — and a pleasure to work with.”

Services