Baudry Consulting

For Baudry Consulting, a premium data engineering consultancy, I led the complete transformation of the brand — from a technically oriented identity to a premium-facing consultancy positioned to attract clients in finance, law, fitness, and luxury consumer sectors. My role encompassed end-to-end brand development, website creation, and ongoing content strategy. From visual identity and brand narrative to digital presence and long-term content marketing, my work positioned TBC as an adaptable, high-value partner offering both deep technical fluency and sector-specific business insight.

Brand Identity Development & Visual Language

I developed the complete visual identity for Baudry Consulting, starting with the logo — designed to balance the precision and structure of data engineering with the adaptability and sophistication required to appeal to premium clients. This process involved creating a full branding suite, including a custom color palette, typography choices, and visual language guidelines. I authored a brandbook to guide consistent usage of the identity system, including when and how to deploy logo variations, narrative lines, and visual elements across digital platforms. As part of the visual system, I also designed the founder’s LinkedIn background image, reinforcing brand consistency across touchpoints. The final identity positions Baudry Consulting as both technically authoritative and commercially refined.

Narrative Strategy & Messaging Framework

To support the rebrand, I developed a comprehensive brand narrative and messaging framework for Baudry Consulting. This included defining the brand’s core belief, strategic positioning, key messaging lines, CTAs, and tagline suite. I restructured the brand’s narrative away from a purely technical pitch and toward a premium, client-oriented positioning that emphasized adaptability, high-value partnership, and sector-specific insight. I also crafted a messaging architecture that now informs all communications, from web copy to social content, ensuring Baudry Consulting consistently presents itself as both technically expert and commercially strategic.

Website Design & Development

I designed and developed Baudry Consulting’s website using Webflow and custom code. The project included two iterations: an initial version emphasizing Baudry Consulting’s technical expertise, and a complete redesign focused on premium-market positioning. This final version integrated UX-informed site structure, visual branding, and strategic narrative messaging, delivering a cohesive and professional digital presence. I wrote all website copy, ensuring alignment with the newly developed brand voice and narrative framework, and guided visual integration of the identity system across the site.

The I.T Family

I.T is a unique multi-brand retailer in that it features two-parent brands in I.T and i.t as well as creating and managing multiple in-house brands.

The main brands are I.T - which hosts luxury designers such as COMME des GARÇONS, Off-White, Acne Studios, A.P.C., Balenciaga etc, - and i.t - hosting more lower-priced, youthful designers such as AAPE, :CHOCOOLATE, Carhartt, Fred Perry, izzue etc.

This unique approach lends itself to a two shop system for ITeSHOP that shares the same backend account and checkout between both brands under one website. Each shop provides its respective unique branding while sharing consistent functionality. Creating a consistent design system was key due to having two shops within one website that was also replicated across over 6 international regions with separate sites, platforms and vernaculars.

Thought Leadership Content & Ghostwriting

In an ongoing role, I lead content strategy and creation for Baudry Consulting’s LinkedIn presence — ghostwriting two weekly content pieces in both English and French. This includes a long-form leadership post written weekly, and a carousel post that uses CSV datasets and AI-generated visual assets to engage Baudry Consulting’s professional audience. These content pieces are designed to position the founder as a thought leader in data engineering, while also highlighting the consultancy’s adaptability to industries such as finance, law, fitness, and luxury consumer goods. My content strategy balances technical fluency with sector-specific business insight, ensuring Baudry Consulting communicates as both an expert and an adaptable partner. I also oversee visual content direction and post scheduling, ensuring the brand’s narrative and tone remain consistent across all digital touch points.

I.T consists of a family of in-house brands and our team were responsible for updating the Bape e-commerce site for existing and new regions as well as developing digital identities for AAPE, Bape Black, Bapy, izzue and :CHOCOOLATE. This included the design and deployment of the e-commerce sites and the creation and management of digital assets for product launches, EDMs, and advertising.

The goal of all brands within the I.T family was to create a platform that is scalable and can fit a diverse range of content efficiently while maintaining the different brands evolving design language. While challenging it was important to keep processes simplified and streamlined across over 6 brands, 6 regions and countless stakeholders to ensure smooth and expected outcomes.

Brand Campaign

“Discover Your Edge” brand campaign executed in 2021. Our team was responsible for the concept, messaging, visual direction and execution, and all formats and touchpoints. The campaign received over 600k YouTube views and over 1m impressions.

I.T Post

Although our team was primarily assigned with the ITeSHOP platform, we worked frequently in collaboration with offline and corporate teams to assist with their creative and digital needs. One example of this was the digitalisation of I.T’s revered quarterly magazine I.T Post.

I.T30

Creative Director
2018 — 2019

Shortly upon my arrival I.T was looking to celebrate its 30th anniversary with a campaign that celebrated the past and looked to the future of the retailer. I was assigned to lead the creative concept of the project that would look to feature both online and offline visibility.

We decided to collaborate with the Dutch digital fashion house The Fabricant to digitally reproduce our anniversary collection and visual campaign that shared our beliefs in the future of digital fashion.

Although created in 2018, this campaign looked to set a precedent digitally with I.T’s belief in pushing forward new experiences within fashion and The Fabricant’s belief in envisioning a future where fashion transcends the physical body, in which today they are the leaders in their Web3.0 field.

Along with the visual campaign, we exhibited our vision and exclusive anniversary collection around the world in Hong Kong, Shanghai, Beijing and Paris. The popups featured architectural design by Jamie Fobert and interaction design by Your Majesty to create a unique experience that paired the digital and physical world of fashion together. Viewers were able to see the physical pieces alongside their digital counterparts and make purchases directly on their phones or at the digital kiosks placed throughout.

Fashion 3D Design by The Fabricant ↗
Installation Interactive Design by Your Majesty ↗