The practice of analyzing culture also lies in the unseen; it is about tracking, measuring, and highlighting the invisible forces that impact people’s perceptions, choices, and behaviour. It is also the ways in which culture is constructed and organized and the ways in which it evolves and changes over time.

As a communication strategist for brands and organisations, I had to understand the cultural and industry context in order to develop content and campaigns. As a cultural historian, I am in dialogue with sources from the past.

In most of my projects, I  seek to answer how we represent the past to ourselves and others and how those representations shape our actions and identities whether we look at historical events, traditions, daily practices, or even the recipes that shaped our lives.