It all started when …
I used to dream about flying.
When I was younger, I imagined a future where we’d all travel around wearing jetpacks. Lifting off from wherever we were, moving freely through the air, exploring the world from above. I was so convinced it would happen I even dreamt I could fly in my dreams.
To me, the idea of flight always meant possibility.
Momentum.
The feeling that something could take off.
As I grew older, that curiosity about flying slowly turned into something else.
A fascination with brands.
I would walk through towns and high streets, looking at shopfronts and businesses, imagining what they could become. Thinking about their stories, their history, the way they made people feel, and how they could be stronger, clearer, more alive.
I still do it now.
Every shop I walk past.
Every brand I see.
There’s always an idea in my head about how it could be stronger. How it could connect more deeply with the people around it.
At university, I finally gave that instinct a name.
Jetpack.
At the time it was just a creative outlet, a space to explore ideas about branding, storytelling, entrepreneurship and design. But the idea stuck.
Because the more I learned about brands, the more I realised something important.
The best brands don’t just sell products.
They build communities.
They create belonging.
They give people something to believe in.
But building a brand like that doesn’t happen by accident. It takes clarity, creativity, and the right momentum.
Jetpack exists to help brands find that lift.
For a long time, I felt like I didn’t quite fit in. I always had the sense that I wanted to build something of my own - something bigger than just a career - I had endless business ideas and I didn’t know what to do with them.
Then I discovered something that made everything click, something I am incredibly proud of.
Entrepreneurship had always been in my blood.
My grandfather John Ellis owned ‘Canolfan Creft’ an arts and crafts shop, when he died my grandmother took over his business and became President of the Aberystwyth Chamber of Trade, the first ever female.
Before him, my great grandfather Richard Ellis ran The London Dairy, a dairy shop in Aberystwyth, a business serving his local community long before branding, marketing or strategy were even words people used.
But what he understood instinctively was something powerful:
A good business becomes part of its community.
Realising that history felt like discovering a thread running through generations.
The instinct to build something.
To create something meaningful for people.
To contribute to the places and communities around us.
Jetpack is my way of continuing that story.
Today, I work with founders, businesses, talent and creators to help them shape brands that feel clear, distinctive and human.
Brands with strong identities.
Stories that people understand.
Communities that grow around them.
Because the future of brands isn’t just about attention.
It’s about connection.
And every brand deserves the lift to reach its full potential