I see the business
behind the brand.
Lynn Richards
Principal Brand Architect | Founder Advisor | Fractional CMO
I don't see businesses as departments.
I see ecosystems: people, ideas, brands, customers, communication,
technology and commercial decisions constantly affecting one another.
My job is to see the connections, ask the questions that expose what isn't working and turn complexity into something people can actually move on.
25 years of seeing the pattern.
I've spent 25 years consulting across businesses and industries, with the last nine years building Rubix through digital marketing, brand development, strategic advisory and Brand Architecture.
Across 50 industries, I've seen the same pattern repeatedly: the visible problem is rarely the whole problem.
The website isn't always the website problem. The content isn't always the content problem. The sales problem may have started much earlier in positioning. And sometimes the founder or executive is sitting on enormous authority that the market has simply never been given the opportunity to see.
That's why I ask before I prescribe.
My edge
Turning complexity into clarity.
I ask questions. A lot of them. I listen for the thing underneath the answer. I connect ideas that look unrelated. I can move between strategy and implementation without treating either as the cleverer part of the job. And I understand both the creative and commercial sides of building a brand.
My goal isn't to make your business dependent on me knowing everything. It's to extract what's already there, sharpen it, connect it and build something your business can actually use.
Personal brand &
Leadership authority.
The business has a brand. So do the people shaping it.
Personal brand isn't reserved for influencers and founder-led businesses. A CEO, CIO, board member, specialist or executive can carry enormous authority on behalf of an organisation.
The goal isn't to manufacture a personality. It's to uncover the perspective, experience and expertise already there — and make it visible in a way that strengthens both the leader and the organisation they represent.
Fractional
Chief Marketing Officer.
AI-enabled strategic leadership. Human judgement. Commercial momentum.
Through Evolve, I partner with founders and leadership teams who need experienced marketing direction, connected implementation and an ongoing strategic perspective.
My role is to connect brand positioning, marketing, sales journeys, customer experience, technology and AI into a coherent commercial strategy, while guiding the people and systems responsible for bringing it to life.
I bring a Brand Architect's understanding of the wider business, with a Fractional CMO's focus on marketing performance, commercial growth and long-term brand value.
You get my strategic thinking, supported by a capable Rubix implementation team and AI-amplified systems that help turn direction into action.
The people behind Rubix
One connected team. Different minds.
Great brand architecture needs more than strategic thinking. It needs people who can translate ideas into design, content, digital experiences and working systems.
I lead the strategic direction, supported by a growing Rubix team with specialist capabilities across digital projects, brand design and content development alongside our wider network of implementation specialists.
We work collaboratively, combining creative thinking, technical capability, human insight and
AI-amplified workflows to bring the right expertise to each engagement.
Meet the Rubix Rockstars.
Jessica
Digital Projects Lead
Connecting the moving parts.
Jessica supports digital project delivery, coordinates workflows and helps turn strategic plans into organised, actionable implementation.
Isha
Brand Designer
Making the thinking visible.
Isha translates brand direction into considered visual identities and design experiences that communicate
with clarity and consistency.
Katlego
Content Chef
Turning ideas into
communication that connects.
Katlego supports content creation and brand storytelling, helping translate strategy into meaningful, audience-focused communication.
Different strengths. One connected way of thinking.
Together, we create, build, lead and grow brands with the systems, creativity and capability to keep evolving.
Founder-led. Team-powered. AI-amplified.
Sometimes a
fresh perspective changes everything.
Let's explore your ambitions, challenges and opportunities, and where senior strategic thinking could help.