Grown Alchemist Flagship Store - Awarded Best Retail Store Interior Design Award 2021

Aligning Perception with Ambition

I advise founder-led and investor-backed companies at decisive moments — from market entry through to exit.

There are points in a company’s trajectory when incremental refinement is no longer sufficient. Market entry, merger and acquisitions, accelerated expansion, or preparation for exit often require a more fundamental realignment of how the business is understood. I work with key decision makers at these moments of consequence, ensuring perception, positioning, and narrative reflect the level at which the company intends to operate.

Grown Alchemist

Co-Founded and led the brand from formation through international expansion to its acquisition by L’Occitane Group.

Orca

Category-defining triathlon brand created from inception, establishing market leadership and long term licensing value.

2XU

Foundational naming and strategic positioning for a global sports performance brand prior to acquisition.

Philosophy

Brand is not surface expression. It is structural.

I advise a limited number of founder-led and investor-backed companies at pivotal points in a company’s trajectory.
Markets respond to clarity of position and coherence of ambition. When perception falls out of step with strategic intent, companies encounter friction — in pricing, influence, or long-term value. My work focuses on deliberate realignment: clarifying strategic narrative, elevating authority, and ensuring the business is interpreted at the level it intends to operate. The objective is not visibility. Rather, it is aligning perception with enterprise ambition.

I advise a limited number of founder-led and investor-backed companies at pivotal points in a company’s trajectory.
My work centres on structural repositioning where perception directly influences commercial outcome. Each engagement is personally led and supported by a curated network of senior designers and specialists selected to meet the demands of the mandate.

Strategic clarity, when established early and held with discipline, compounds.

Clients

Finance

Spicers Financial Services
Northington Partners
Investors Advantage Group
ASB
Sirdar

Agencies

Saatchi & Saatchi
Clemenger Group
Grafikos Design
DDB Worldwide
Brian R Richards

Telecomunications

Telstra Saturn
Clear Communications
Telecom
Bellsouth
Nokia

Sports

2XU
Orca
Nike
Jaguar Formula 1
Marten Yachts

About

Keston Muijs is an Australian entrepreneur and strategic advisor whose work focuses on the relationship between market perception and enterprise ambition.

Over the course of his career, he has developed brands from inception through to international expansion and acquisition, including 2XU, ORCA, and Grown Alchemist — the premium skincare company he co-founded and later sold to the L’Occitane Group.

His work combines strategic positioning, narrative architecture and disciplined brand formation for founder-led and investor-backed companies at moments of significant transition.

Appointment

I am most effective in situations where strategic clarity carries material consequence. Engagements centred purely on cosmetic refresh or incremental marketing uplift are unlikely to be appropriate. Typically situations include:

  • Founder-led businesses approaching accelerated scale or exit;

  • Early-stage companies defining market authority from inception;

  • Investor-backed organisations requiring structural realignment;

  • Companies expanding into new categories or global markets.

Engagement

I work with a small number of companies at any given time, typically at moments where strategic clarity carries material consequence.
If your organisation is approaching such a juncture, you are welcome to contact me with a brief outline of your context and objectives.
Initial discussions are exploratory and confidential. Request a Conversation.