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BRAND STRATEGY, Rooted in Clarity
Led by Kristina Hayes
At BLOOM, brand strategy is where truth becomes direction.
Led by senior strategist, Kristina Hayes, we help founders, leaders, and organizations navigate complexity, align identity with action, and build brands that reflect who they truly are - not just who they’ve been.
Our work lives at the intersection of strategy, identity, and behavior. We help you uncover what you value, what you believe, and where you are going, then translate that clarity into focus, momentum, and meaningful growth.
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STRATEGY with Depth, Humanity, and Precision
For more than two decades, Kristina has been the partner leaders call when the stakes are high and the path forward is unclear.
She works inside the tension - listening before advising, synthesizing before directing. Her strength lies in helping teams uncover the truth beneath the noise and transform it into a direction they can trust.
Kristina is known for moving quickly, asking the questions that unlock clarity, and seeing patterns others miss. She has a rare ability to bring competing perspectives into alignment and reveal the common thread that moves the work forward.
Her experience spans some of North America’s most recognized brands, including RBC, Bell, CIBC, Visa, Cineplex, Mars Wrigley, Johnson & Johnson, and FedEx. Across these environments, she has guided brand transformation, narrative development, creative evolution, and operating model resets for leaders committed to intentional growth.
Today, Kristina brings this depth of experience to BLOOM - partnering with founders and leadership teams who are ready to stop guessing and start building from what is true.
The Story Behind the Strategy
Why We Do This Work
Years inside complex organizations revealed a consistent truth:
the biggest problems are rarely the ones written in the brief.
They live underneath - in misalignment, competing truths, unclear priorities, decision fatigue, and creative inconsistency. Teams working hard, but not together.
Kristina learned early on that she thinks clearly in chaos. She can step into rooms filled with tension and competing agendas and quickly see the pattern, the truth, and the path forward. More importantly, she knows how to guide others there.
Over time, this insight deepened.
Clarity is not only about direction.
It is about identity.
Most leaders know what they do. Fewer know what they truly believe. And even fewer have built a brand, story, or strategy that reflects who they are becoming - rather than who they have been.
This is the work we care about most.
Uncovering what is real.
Removing what no longer serves.
Building something aligned, intentional, and built to last.
We help leaders move through pivotal moments with clarity and calm. We help brands tell stories that ring true. We help teams stop performing strategy and start inhabiting it.
Ways to
WORK TOGETHER
30-Day
Clarity Sprint
A focused engagement to uncover core truth, sharpen direction, and align leadership around a clear path forward. Ideal for teams at a crossroads or moments requiring decisive clarity.
Strategic
Advisory
An ongoing partnership for CEOs, CMOs, founders, and heads of brand. Kristina serves as a trusted thought partner, simplifying decisions and strengthening narrative and creative direction.
Fractional Chief Brand Officer
Senior brand leadership without a full-time hire. Ideal for organizations in transition or growth that require experienced guidance across strategy, architecture, and creative direction.
Team Alignment
& Leadership Sessions
Facilitated sessions designed to unify direction, strengthen communication, and help leadership teams move through change with shared purpose.
90-Day Creative Operating System Reset
For brands entering or navigating Stage 3 growth. We rebuild the creative foundation so your brand shows up with consistency, cohesion, and clarity across every touchpoint.
A simple, powerful way to move through complexity
Our Clarity System
Every engagement begins with curiosity. We listen for context, tension, and truth — not just information, but what is happening beneath the surface.
We translate competing inputs into one coherent truth. What matters. What doesn’t. What the path forward requires.
Great strategy is not complicated. We distill complexity into a clear narrative and direction teams can understand and act on with confidence.
Clarity becomes movement. We align stakeholders, strengthen creative direction, remove barriers, and build momentum.
Clarity creates confidence.
Confidence creates movement.
WHAT CLIENTS SAY
“Kristina has a rare gift. She makes complex challenges feel conquerable and brings clarity and energy to every room. Our best ideas grew from her questions and her ‘what if we tried’ moments.”
— Laura Amantea, Mars
WHAT CLIENTS SAY
“Kristina is a force. Clear, fast, compelling, and a generous listener who elevates every conversation.”
— Caroline Kilgour, EVP Managing Director
WHAT CLIENTS SAY
“For more than eight years, Kristina translated broad stakeholder input into strategies that delivered results. A trusted, respected partner.”
— Larry Jacobs, VP Marketing