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Identity is strategy.

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Yellow Shoes helps organisations, brands and senior leaders clarify who they really are — strengthening culture, sharpening voice and building the confidence that translates into clarity and competitive edge.

Most problems in culture, brand and leadership aren’t operational — they’re identity-based.

A gap between who an organisation says it is and how its people actually experience it.

Messaging that no longer resonates.
Leaders performing confidence instead of feeling it.
The issue isn’t capability. It’s clarity.


That’s what we solve.

We work in three distinct areas — each designed to strengthen identity where it matters most.

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Organisations. Brands. Leaders.

1

Organisations

Align culture with lived experience.
We work with leadership teams to surface misalignment, strengthen belonging and create identity clarity that drives behaviour — not just values on a wall.

2

Brands

Clarify your true voice.
We help brands articulate who they really are — sharpening distinctiveness, emotional resonance and strategic direction.

3

Leaders & Emerging Leaders

Lead with confidence

in who you are.
Through research-led identity work, we support those on the c-suite track to resolve internal tension, build grounded confidence and lead with authority that feels like their own.

Agency Founder - navigating rapid growth

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“Our company would not have become what it is…”

 

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Clarifying leadership identity reduced circular conversations and accelerated decision-making.

Brand Leadership Team — redefining positioning

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“You helped us uncover our true voice.”

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Once identity was recognised, expression became simpler — and more commercially effective

Senior Leader — considering a career pivot

​“Decisions I didn’t even know I could make have been made.”

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Identity clarity reduced second-guessing and made choices lighter — and faster.

Why Yellow Shoes?

Yellow Shoes was founded by Jennie Norrish, combining two decades of executive leadership and brand communications strategy experience with an academic grounding in brand development, communications, and social and leadership psychology.

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This work is intuitive — but not abstract.
Human — but not soft.
Grounded in research — and built for real organisations.

See Jennie and Yellow Shoes featured  in the media

Identity is rarely the visible issue.


But it’s often the underlying one.

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If that resonates, let's talk.

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