Portfolio
Strategic Growth & Systems Architecture
I build systems that move brands forward.
Clear thinking. Focused action. Measurable results.
Strategy + Storytelling + Technology = Growth engines
Featured Work
2099 Agency
Founder
Psychology-led creative studio building brands, systems, and digital experiences.
Model: clarity first. AI-assisted, where it adds leverage.
Operating belief: story + structure beats aesthetics without purpose.
Imperial Candles
US Expansion & Ambassador Growth Engine
Leading brand in the UK home-fragrance market. Scaled US ambassador ecosystem from 0 to 671 active storefronts in 3 months.
imperialcandles.co.uk
Challenge
Entering the US market required a scalable growth engine.
Brand needed:
• Ambassador acquisition strategy
• Platform infrastructure
• Messaging and UX tuned for conversion
• Back-office system for creator sales
Approach
Architected the full growth engine end-to-end:
• Scaled from 0 → 671 active ambassador storefronts across the US
• Rewrote the Ambassador Handbook, transforming fragmented guidelines into a narrative-driven manual of clarity, incentives, and storytelling
• Designed ambassador back-office and onboarding workflows for seamless adoption
• Directed UX strategy for the US website with the CMO
• Partnered with the COO and creative team to align operations, design, and performance
• Delivered a market penetration strategy tailored to North American consumer behaviour
Impact
• Rapid US market entry and program adoption
• Fully operational creator-commerce pipeline
• Unified brand experience across hundreds of micro-stores
• Clear training, communication, and performance systems
Capabilities Demonstrated
Cross-functional execution. Ambassador program architecture. UX and conversion logic. Behavioural messaging. GTM expansion.
MPD Transport
Conversion-Driven Vehicle Fleet Web Build
Re-engineered MPD Transport’s website to deliver enterprise-scale reliability, positioning the brand to secure and maintain delivery partnerships with Amazon, DPD, and Evri.
mpdtransport.co.uk
Challenge
MPD Transport’s digital presence didn’t reflect the reliability or scale of its operations.
The brand needed:
• A professional online platform reflecting its status as a trusted logistics partner
• Clear messaging aligned with its “efficient, affordable, reliable” ethos
• Streamlined enquiry and quotation flow
• Visual design consistent with fleet quality and partner expectations
Approach
• Repositioned brand tone and copy to highlight trust, service quality, and client care
• Structured content around key differentiators: safety, speed, and customer-first support
• Simplified enquiry and quotation flow for seamless client contact
• Designed a visual hierarchy mirroring corporate reliability and partner trust
• Collaborated directly with the leadership team to align digital presence with operational excellence
Impact
• Stronger inbound engagement from both corporate and individual clients
• Improved lead quality and reduced friction in client communication
• Enhanced trust through alignment of digital and service standards
• Strengthened reputation through transparent communication and design consistency
Capabilities Demonstrated
Brand repositioning. Copy and communication architecture. Conversion strategy. B2B trust design. Operational alignment.
Northampton Home Improvements
Brand & Conversion Rebuild
Repositioned a regional home-renovation business from price-driven to quality-led.
northamptonhomeimprovements.co.uk
Challenge
The existing website and messaging positioned the company as one of many competing on cost.
To reach higher-value homeowners, the brand needed:
• Clear differentiation built on craftsmanship and trust
• Refined copy and structure highlighting expertise and reliability
• Stronger visuals reflecting premium work quality
• Streamlined enquiry flow for faster, higher-intent leads
Approach
• Rebuilt the digital experience to shift perception from “local installer” to trusted home-renovation specialist
• Crafted concise, benefits-driven copy focused on precision, quality, and service transparency
• Designed a clean structure showcasing projects, materials, and testimonials with minimal friction
• Integrated conversion-led contact pathways and quote forms to simplify lead capture
• Collaborated with ownership to align tone and design with in-person brand experience
Impact
• Noticeable increase in high-value enquiries and project conversions
• Improved trust perception and credibility with homeowners
• Reduced bounce rate through clear navigation and messaging consistency
• Established a premium positioning that sustains long-term client relationships
Capabilities Demonstrated
Brand repositioning. Copy and UX clarity. Conversion strategy. Design-messaging integration. Local-to-premium market transition.
Aspire Living
Social Impact Identity & Digital Trust Build
Redesigned the digital presence of an award-winning social enterprise supporting adults with learning disabilities.
aspireliving.org
Challenge
Aspire Living’s website and communication lacked the warmth and credibility that reflected the real impact of their work.
The organisation needed:
• A digital identity that conveyed care, transparency, and professionalism
• Clear navigation for families, supporters, and partners
• Accessible, inclusive design aligned with sector standards
• A structure to highlight achievements, awards, and community engagement
Approach
• Rebuilt the information architecture for clarity and accessibility
• Developed a human-centred tone combining empathy with operational trust
• Designed clean, legible layouts with accessible typography and contrast compliance
• Created storytelling sections to highlight individual success stories and community milestones
• Integrated award recognition, impact metrics, and donation pathways
• Worked closely with the leadership team to ensure ethical representation and stakeholder inclusivity
Impact
• Strengthened stakeholder confidence through a transparent, trust-based experience
• Improved accessibility and navigation for users with diverse abilities
• Elevated public perception through clear presentation of impact and awards
• Enabled easier communication between families, staff, and supporters
Capabilities Demonstrated
Inclusive UX and design. Ethical storytelling. Accessibility compliance. Nonprofit brand architecture. Stakeholder communication strategy.
Nordic Recond
Premium Brand Upgrade & Digital Identity
Elevated a high-end vehicle detailing company through a minimalist, trust-focused digital presence.
nordicrecond.se
Challenge
Nordic Recond’s previous online presence didn’t reflect its technical expertise or premium positioning in the automotive detailing market.
The brand needed:
• A visual identity aligned with Scandinavian design principles: clean, restrained, and professional
• Clear service segmentation for premium clientele
• Copy that communicated precision, quality, and trust without exaggeration
• A digital structure capable of supporting growth and high-value partnerships
Approach
• Reframed brand positioning around craftsmanship, precision, and Scandinavian authenticity
• Built a minimalist digital layout with clear hierarchy and strong visual rhythm
• Crafted concise, trust-driven copy focused on quality assurance and performance
• Showcased detailing services, technology, and gallery content through understated elegance
• Integrated bilingual functionality and refined service explanations for clarity across audiences
Impact
• Strengthened premium perception and trust among high-value clients
• Improved user navigation and inquiry flow through simplicity and focus
• Increased engagement from luxury automotive partners and private clients
• Established a scalable brand framework adaptable to future growth
Capabilities Demonstrated
Premium branding. Minimalist design logic. Copy precision. UX for trust. Market repositioning through Scandinavian aesthetics.
Where Systems Meet Hospitality
The following work translates precision and behavioural logic into sensory experience.
A shift from data to rhythm, from process to performance.
Simpsons & The Cross
Michelin Star Restaurants Marketing & Brand Experience
Translated Michelin-level hospitality precision into a marketing system built on psychology, rhythm, and trust.
simpsonsrestaurant.co.uk
thecrosskenilworth.co.uk
Challenge
Moving from restaurant management into marketing required reframing service excellence into brand systems.
The Michelin environment demanded:
• Consistent guest experience across both restaurants
• A unified brand language balancing luxury and authenticity
• Emotional continuity between in-person service and digital communication
• Team synergy between operations, creative, and leadership
Approach
• Directed brand experience and guest engagement for both restaurants under the guidance of founder Andreas Antona (“The Godfather of Michelin Stars,” BBC)
• Developed a behavioural service model connecting in-person rituals with brand storytelling
• Optimised service flow, tone, and cross-team rhythm to maintain 5-star consistency
• Applied hospitality psychology to marketing, translating sensory experience into digital and print communication
• Collaborated with Michelin-starred chefs Glynn Purnell, Adam Stokes, and MasterChef UK winners Claire Hutchings and Stuart Deeley on promotional and experiential projects
• Partnered with Chris & Tim Abbot (managers of Oasis and Robbie Williams) on strategic collaborations and events
Impact
• Unified brand identity across both Michelin establishments
• Elevated guest experience through emotional design and precise communication
• Increased engagement through storytelling that mirrored real hospitality touchpoints
• Established transferable marketing frameworks for future campaigns and partnerships
Capabilities Demonstrated
Luxury brand systems. Behavioural marketing. Hospitality psychology. Cross-functional leadership. Experience design.
From Hospitality to Authenticity (The Italian Foundation)
Where precision met emotion, a decade of Michelin hospitality that shaped my storytelling philosophy.
Challenge
Before entering marketing, I spent over a decade in hospitality, where excellence isn’t written, it’s performed.
The challenge was learning how to turn atmosphere, rhythm, and human detail into repeatable systems.
This period required:
• Leadership under pressure in high-end service environments
• Understanding the psychology of perception and timing
• Balancing emotion, discipline, and creative precision
Approach
• Opened Vittorio Emanuele restaurant in Verona (2013) as bar and café director, working alongside Roberto Amadei and Alberto Tagliaferro (former CEO of Telecom Italia) https://www.ristorantevittorioemanuele.com/
• Managed Italo Bassi’s restaurant in Verona (2015), then head chef of Enoteca Pinchiorri in Florence (3 Michelin Stars)
• Designed guest-flow systems, staff training, and service orchestration rooted in emotional rhythm and precision
• Learned to build brand experience through human experience, lessons that became the foundation for my later marketing frameworks
Impact
• Built operational cultures based on trust, anticipation, and sensory intelligence
• Developed transferable systems of service design, later applied to brand and digital storytelling
• Created the bridge between hospitality psychology and marketing strategy that defines my current work.
Capabilities Demonstrated
• High-stakes team orchestration and leadership
• Sensory brand and experience design grounded in psychology
• Psychological experience engineering that translates emotion into brand equity
• Operational discipline under pressure with precision execution
• Emotional intelligence applied to complex service systems
Beyond Systems. Into Story.
The work above was built from structure and precision.
What follows is built from instinct and reflection.
This is where psychology turns into narrative.
Author & Creative Work
Author
Published author in three languages. Exploring identity, transformation, and consciousness through narrative architecture.
traianburgui.com/pages/books
Challenge
To transform complex emotional and philosophical ideas into stories that feel both intimate and universal.
Each project required:
• Translating human emotion into structured narrative form
• Balancing poetic depth with psychological precision
• Designing reading experiences that provoke reflection and reawakening
Approach
Noipap Series
A modern fable about awakening, courage, and the search for meaning. Originally released in reverse order (A Soul Story), later redesigned (The Story of a Soul) under the guidance of editor Dawn Raffel (The Oprah Magazine). Published in English, Romanian, and Italian.
7 Stories for 7 Days
A ritual of reflection through seven short tales, blending culture, mindfulness, and simplicity.
Waya and the Wolves
A cinematic fable inspired by the Cherokee legend of the two wolves; a meditation on instinct, shadow, and choice.
Storie di Passione
Documentary project capturing art, devotion, and human vocation across Italy, the visual counterpart to Noipap.
Impact
• Established a global, multilingual readership across narrative and educational spaces
• Recognised by educators, authors, and psychologists as “soul medicine” and a model of narrative simplicity
• Created the conceptual bridge between writing, psychology, and storytelling systems that informs my marketing and brand work
Capabilities Demonstrated
Narrative design. Emotional architecture. Cross-cultural storytelling. Literary strategy.
Coming soon (2026)
The AI Playbook for Creative Minds
After a year of writing, I created a guide for people with high-speed brains who are done with slow, manual work. This book shows you how to make AI your intern, freeing you to think and act like a CEO.
Inside, you’ll learn how to:
- Start: Jump from blank page to first draft in seconds.
- Stick: Let AI hold the structure so you stay on track.
- Ship: Transform “almost done” into “published.”
Stop plowing fields with a Ferrari. It’s time to use your horsepower.
Creative Minds in a Factory World
This book is for creative minds who’ve always felt out of place in a world built for factory thinking. A field guide for anyone whose brain never fit the assembly line.
Inside, you’ll find tools to:
- Discover your Genius Field and design work that fits your brain
- Decode your past for overlooked strengths
- Protect your creativity from burnout and distraction
- Move from apologising for your difference to owning it, and contributing with impact
Learn to spot your hidden strengths, design work that fits your mind, and build a legacy on what makes you different. If you’ve ever felt out of place in a world built for sameness, this is your blueprint for contribution, confidence, and creative freedom.
Vision In Motion
(from narrative to film)
Exploring the emotional architecture of
purpose, art, and identity
Storie di Passione
A Documentary on Purpose, Art, and the Italian Soul
Produced and directed by Traian M. Burgui — a film about passion, purpose, and the art of living.
traianburgui.com/pages/documentary
Challenge
To capture the essence of La Dolce Vita — not as a cliché, but as a living philosophy.
The film set out to explore one question: What is the secret ingredient that lets people achieve their dreams and still love the journey?
The project required:
• Translating the psychology of purpose into cinematic storytelling
• Blending interviews, culture, and aesthetics without losing authenticity
• Representing Italy’s human and artistic depth through real people, not scripts
Approach
• Produced and directed the full documentary concept to completion
• Conducted in-depth interviews with renowned figures including Fausto Arrighi (former Director, Michelin Guide Italy), Rosy Puntigam (Chancellor, Austrian Consulate in Verona), and Nadia Zenato (Wine Producer & YPO Italy Chair)
• Filmed across Verona and Northern Italy — merging architecture, cuisine, opera, and craftsmanship into a single narrative arc
• Crafted a story of transformation through hospitality, art, and devotion — showing how passion becomes identity
• Collaborated with cinematographer Tommaso Ferrari, editor Emanuele Zantedeschi, and drone operator Juris Klonovs to realise a cohesive emotional rhythm
Impact
• Screened internationally and praised for its authenticity and emotional resonance
• Highlighted by industry leaders as “a celebration of purpose through craft”
• Inspired the forthcoming book adaptation, expanding its central question into narrative form
• Cemented the connection between psychology, culture, and storytelling that underpins all later creative and brand work
Capabilities Demonstrated
Creative direction. Documentary production. Cross-cultural storytelling. Emotional cinematography. Narrative psychology.
Precision Returns to Theory
The final section closes the loop, grounding experience in research and psychology.
From systems and story back to science.
Education
Psychology, Strategy & Continuous Mastery
MSc Psychology – University of Liverpool
Focus: Social and Cognitive Psychology, Behavioural Insight, and Research Ethics.
Developing an applied understanding of cognition and human behaviour to strengthen data-driven marketing and brand systems.
BA (Hons) Business Management – Buckinghamshire New University
Dissertation: The Impact of Digital Marketing on Consumer Buying Behaviour — A Case Study on Amazon.
Explored how digital touchpoints (email, SEO, reviews, and PPC) influence trust and decision-making through the Expectancy Disconfirmation and Theory of Planned Behaviour frameworks.
Executive & Specialist Courses
• University of Cambridge (ICE) – Cognitive Psychology & Neuropsychology
• Harvard Medical School – Positive Psychology (ongoing)
• Inside LVMH – Creation, Branding & Client Experience
Approach to Learning
Education, for me, is operational. Each program reinforces a single goal, understanding how people think, decide, and feel, then translating that insight into systems that move them.
Operating Beliefs
Simplicity outperforms noise.
Execution beats performance theatre.
Systems scale. Personality differentiates.
Creativity without commercial logic is indulgence.
Commercial logic without soul is forgettable.
I build where those worlds meet.
Let’s Build Something With Weight
If your brand needs clarity, structure, and a real engine behind it, let’s talk.