From the desk ofFRANCESCA WADE
Hi, I’m Francesca. I live in New York City with my partner and my daughter.
I grew up moving between England, Scotland, Egypt, and Norway, and later lived in Italy and Brazil. That early exposure to different ways of living shaped how I think about identity – fluid, influenced, and always in motion.
After 20 years working with brands, I began to notice a pattern. Every brand I worked with had a clear way of understanding itself – what it stood for, what it believed, what mattered. That clarity was held in a system, often called a Brand Book, and expressed through how the brand looked and how it spoke.
Over time, I realized that individuals are rarely given anything like this. We’re expected to make decisions, build relationships, and shape our lives without a clear framework for who we are or how we want to live.
I came to this work through my own experience. I went through a series of identity shifts – some of them uncomfortable – and in that process, I clarified what matters to me, who I wanted to be, and built practices to return to that support how I live.
Practice Makes Better is an extension of that. A way of applying the same clarity I’ve built for brands to individuals – so you have something to return to as you move through your life.
I believe we can live more like ourselves. And in learning to do so, experience a richer life.
Yours,
Francesca