Creative Strategy Consulting
Shaping Experiences
of the Future
ABOUT ASELL
Asell Yusupova is a strategy director with 12 years of experience in creative strategy, cultural research, futures thinking and experience design strategy. My approach is focused on anticipating new cultural shifts and customer needs, beginning every project with a simple question: “How can we connect the brand of today with consumers of tomorrow?” While I enjoy digging deep into research, vision-focused storytelling and big idea thinking are my strongest skills.
Whether working independently or in collaboration with creative teams, I am flexible to adapt to any client methodology, while bringing new insights and ideas to the table. Previous brands I’ve worked with include Bentley, Bottega Veneta, Nike, Sephora, Waitrose, CHANEL, Lego, W Hotels and more.
SERVICES
Futures Research
I believe any great strategic vision has its roots in a transformative customer insight. My approach to insight is multi-layered, drawing from culture, technology, lifestyle, social movements, aesthetic and visual trends, and big data.
Brand Experience
Working closely with your in-house team, I ensure the strategic vision comes to life at every touchpoint of the customer experience through journey mapping, customer personas and experience principles definition, and touchpoint innovation.
Brand Strategy
I distill complex business requirements and customer insight into a simple yet compelling big idea that helps brands accelerate growth and drive engagement. Through bold and clear storytelling, I ensure this North Star vision is inspiring and easy to understand.
TESTIMONIALS
“In the years I have worked with Asell, I got to know her as a progressive and original thinker who is generous in sharing her vision and thoughts. She is a great leader who inspires her team to grow and perform at their best. Asell is a humble and kind person who always stays true to herself. I am truly amazed by her power to recognize the essence in the most complex matters. She leads by example, gets things done and is both one of the smartest and most friendly people I know. It has been a true pleasure to work with her.”
Chris Wittkampf, Design Director
at Your Studio
“Asell is an exceptional talent and adept collaborator. In my long career, there is no strategic creative partner I have valued more. Adaptable to a variety of scopes, clients, methodologies, and teams, her excellence shines though in every project she touches.
Asell has a rare ability to imagine rich, multifaceted solutions and to express them in the clearest, most impactful ways. Even after 4 years working by her side, I am still astonished by the magnitude of her talent. Well-accustomed to a multidisciplinary creative environment, she is a unifying visionary force, even on projects with disparate groups of creatives and stakeholders.”
Amy Ingrassia, Creative Director
at UXUS