Seatfrog enables any rail traveller to buy, upgrade or swap their ticket with a tap of the app.

A year into its life, I was asked by the CEO to help the Senior Leadership Team tell the Seatfrog story better to prospective investors, customers and employees.

Using one-to-one interviews, hot-house workshops and not a little midnight oil, I helped Seatfrog define its purpose, mission, values and behaviours.

And brought everything to life through their own brand playbook.

Highlight: Meeting new employees every time I turned up at Seatfrog HQ for our weekly session – the surest sign of a thriving start-up.