Al is the Senior Strategist at Verbal Identity. He helps CEOs define what’s most important to them, their employees and their customers. Using a combination of rigorous method and creative thinking, he’s helped to transform organisations including Britain’s most popular car company and Britain’s favourite DIY retailer. He has also shaped the brand identities of the world’s biggest connected car technology company, BASF’s pharma startup, and several global luxury brands. He joined the Creative Committee in 2018.