The problem behind the problem.
Working upstream with fintech and B2B SaaS founders whose product and brand have started to pull apart. Finding what's actually blocking coherence. Before execution begins.
Most teams don't struggle with design execution. They struggle with alignment.
The problem is upstream. Before any brief is written.
I'm Aidan Doré. For over 25 years I've worked across brand, product, and digital. At Mastercard, Northern Trust, ESB, Google, Aon.
The work has always involved execution. But the part that's mattered most, consistently, is what happens before execution begins: finding the actual problem, naming it clearly, and giving teams something to move toward.
Selected work
Design
Clarity Sprint
Diagnosis and direction. Find the upstream problem, name it clearly, and leave with a plan that holds.
Design
Partnership
Embedded design thinking, without the overhead of a full hire.
Build
Sprint
Defined scope, high-craft execution. A fixed brief, built to last.