Brand strategy, product design, positioning

Eamon Cross

I’m a founding partner and Director at What Works, leading brand, product, and service design. With 15 years’ experience, I’ve worked across social enterprises, SaaS startups, FMCG, and government platforms, including ASPI’s Critical Tech Tracker and national resilience systems for Vanuatu and Samoa. My focus is clarity: defining the right problem, then solving it in the right order. I specialise in positioning and brand strategy, helping organisations articulate what they offer and why it matters, as well as product design, shaping digital tools and platforms that people actually use. I work across positioning and brand—clarifying your offer, audience, and differentiation—and product and design, identifying what’s worth building and how to make it usable, valuable, and ready for real-world use.