Our Story

Who Builds BrandOps?

Where creativity, control, and consistency meet.

Charlie Xray was founded by Jason Suttie — part strategist, part systems thinker, and someone who’s spent over 20 years helping brands show up better in the real world.

Jason cut his teeth in the agency world, building marketing programmes rooted in customer insight and creative execution. From early roles as a ‘Logo Cop’ (yes, policing stretched brand assets in pitch decks) to leading campaigns across digital, CX, and brand, he’s always understood one thing: consistency is what makes brands believable.

Later, after co-founding and scaling an agency, Jason stepped into the world of scaling startups — applying the same rigour to brand, but with faster cycles, messier teams, and higher stakes.

He’s since deepened that thinking with formal study under brand expert Mark Ritson, layering academic frameworks onto lived experience. The result? A belief that brand strategy only matters if it’s operational — and that’s exactly where Charlie Xray lives.

The Origin

Why “CharlieXray”?

CharlieXray sits right at the intersection of science and story.

It’s a nod to CX — the frontline of brand delivery. But it also reflects the mission: to see clearly through the noise, to find where brands are drifting, and to put in place the systems, tools and habits that bring them back into alignment.

The “Charlie” half adds humanity. Brands aren’t built by algorithms alone, and neither are we; “Charlie” reminds us that every insight must land with real people, in plain English, with a dash of personality. It’s the friendly voice that translates complex findings into practical next steps for teams on the frontline of CX.
The “X-ray” half is our diagnostic lens. Like a radiographer peering beneath the surface, we use data, research and rigorous analysis to uncover the tiny fractures in customer experience that can grow into brand-breaking faults. It’s systematic, evidence-led and unflinchingly detailed — the sort of scrutiny that gives leaders the confidence to act.

Together, CharlieXray is a promise: see clearly, act wisely, stay human. We find where brands drift off-course, then prescribe the systems, tools and habits that bring them back into perfect alignment with the customers they serve.

What We Do

We don’t do brand theatre. We build brand infrastructure.

CharlieXray exists to build the BrandOps capability inside scaling businesses.

Turning strategy into usable systems

Embedding codes, behaviours and tools across teams

Measuring brand performance through signals, not vibes

Making brand a lived experience, not a loose asset

Get In Touch

Ready to Make Brand a Growth Asset, Not a Bottleneck?

Schedule a BrandOps Intro Call