Isabel Serval 's Linkedin Analytics

Trained foresight and speculative futures thinker with a wealth of experience in brand and communications strategy. Well versed in matters of words: storytelling, scenario writing, narrative design, user centred content design, tone of voice and creative copywriting. Collaborative way of working across disciplines and with various stakeholders - from policy specialists, CEOs, MDs and founders to subject matter experts and design, legal, financial and technical teams. Futures techniques: driver mapping, horizon scanning, 7 questions, issue papers, visioning, PESTLE, SWOT analysis, policy stress-testing, backcasting/preferred futures, roadmapping, scenario development. Brand strategy techniques: audience segmentation, audience definition, competitive analysis, value mapping, (cross)culture mapping, mission, purpose and vision definition, brand positioning with archetypes, messaging matrices, tone of voice development. Content design methodology: user centred design, agile delivery, cross-disciplinary, user-research driven prototyping, design trio teams: interaction, service and content design continuous collaboration, rapid prototyping.