Nicolas Abou

WORK HISTORY

EDUCATION

SKILLS

ABOUT NICOLAS ABOU

I help women founders grow their brands without losing what makes them meaningful.After nearly a decade in brand strategy at IBM iX and as Head of Strategy at Signifly, I led positioning and experience design for brands including Diva Cup (150% sales increase), BMO (Red Dot Award), Cirque du Soleil, Air Canada, and Sally Beauty.Everywhere I looked, I saw the same pattern: brands growing, gaining complexity, and losing themselves. Not from major pivots, but from small compromises that accumulate over time. The mission gets diluted. The story becomes generic. What made them trusted slowly disappears.At the same time, I created content for Apple, Google, Amazon, Sephora, and American Express and witnessed the execution side of the problem. Teams shooting without direction. Creative decisions made without understanding why the brand exists. Beautiful work that doesn\'t connect to anything deeper.That disconnect is why I founded Origine.I work with women founders who started something for a reason. Women building companies in industries dominated by men. Brands with missions that refuse to compromise. People who know that growth should amplify what makes them meaningful, not erase it.What makes Origine different: I bring the strategic rigor of IBM iX (the frameworks, systems, and discipline that make brands scale). But I lead with the human story. Why you started. What you stand for. The origin that makes your brand yours.Like an orange tree, great brands need both roots and blossoms. Deep strategy that anchors everything. Creative expression that brings it to life. We build both so your brand grows stronger and more recognizable, not more diluted.At Origine, services include brand strategy, complete visual identity systems, and campaign production. Unlike pure strategy consultants, I build the brand system and bring it to life. I\'ve shot campaigns for Apple, Google, Sephora, and American Express—I know what actually works when brands execute.Recent transformations include psychology practice founders building education platforms, e-commerce brands repositioning for growth, and funded startups clarifying positioning before major launches.This is strategy with soul: the rigor to build systems that scale, the emotional depth to keep them human, and the taste to make every touchpoint feel like the same brand.Currently based in Montreal, relocating to London in August 2026.