I’m a designer turned strategist, helping companies figure out who they are, what they’re building, and how it all fits together.
I’m a designer turned strategist, helping companies figure out who they are, what they’re building, and how it all fits together.
From zero to launch, I’ve taken napkin-sketch ideas and turned them into category-defining brands, building strategies that connect product, brand, business, and the people behind them.
From zero to launch, I’ve taken napkin-sketch ideas and turned them into category-defining brands, building strategies that connect product, brand, business, and the people behind them.
I’ve worked across consumer goods, DTC, SaaS, health & wellness, B2B, and product innovation but I do my best work at inflection points: when things are shifting, messy, or undefined.
I’ve worked across consumer goods, DTC, SaaS, health & wellness, B2B, and product innovation but I do my best work at inflection points: when things are shifting, messy, or undefined.
What I do
Whether you’re a startup trying to raise, a scale-up with an identity crisis, a legacy brand overdue for a refresh, a product team in need of a sharper story, or a new-to-world business trying to find its niche, I help teams make sense of messy growth moments and shape what the brand needs next.
Whether you’re a startup trying to raise, a scale-up with an identity crisis, a legacy brand overdue for a refresh, a product team in need of a sharper story, or a new-to-world business trying to find its niche, I help teams make sense of messy growth moments and shape what the brand needs next.
BRAND • PRODUCT • DESIGN
BRAND • PRODUCT • DESIGN
Associate Strategy Director @ High Tide
Present
Creative Strategist @ Motion Sickness
2020—2022
Founding Brand Designer @ Zuru Edge
2018—2020
Associate Strategy Director @ High Tide
Present
Creative Strategist @ Motion Sickness
2020—2022
Founding Brand Designer @ Zuru Edge
2018—2020
Associate Strategy Director @ High Tide
Present
Creative Strategist @ Motion Sickness
2020—2022
Founding Brand Designer @ Zuru Edge
2018—2020
What is brand strategy?
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It’s the research, thinking, and creativity that helps us understand what people need, where the gaps are, and what really matters to the audience. Brand strategy defines who you are, what you stand for, and why it should matter, so the brand can earn its place in people’s minds. It gives everyone working on it a clear sense of direction, purpose, and voice. When it’s done right, it makes the creative work sharper, more focused, and more effective.
What is brand strategy?
→
It’s the research, thinking, and creativity that helps us understand what people need, where the gaps are, and what really matters to the audience. Brand strategy defines who you are, what you stand for, and why it should matter, so the brand can earn its place in people’s minds. It gives everyone working on it a clear sense of direction, purpose, and voice. When it’s done right, it makes the creative work sharper, more focused, and more effective.
What is brand strategy?
→
It’s the research, thinking, and creativity that helps us understand what people need, where the gaps are, and what really matters to the audience. Brand strategy defines who you are, what you stand for, and why it should matter, so the brand can earn its place in people’s minds. It gives everyone working on it a clear sense of direction, purpose, and voice. When it’s done right, it makes the creative work sharper, more focused, and more effective.
What does a strategist do?
→
It changes every day and that’s the best part. Sometimes I’m naming a company. Sometimes I’m untangling a messy product ecosystem, doing a shelf audit, or rethinking how a brand shows up. Sometimes it means learning everything about socks, logistics, shampoo, or mortgage verification software.
The outputs shift, but the role stays the same: figure out what matters, and help teams express it in a way that actually sticks.
What does a strategist do?
→
It changes every day and that’s the best part. Sometimes I’m naming a company. Sometimes I’m untangling a messy product ecosystem, doing a shelf audit, or rethinking how a brand shows up. Sometimes it means learning everything about socks, logistics, shampoo, or mortgage verification software.
The outputs shift, but the role stays the same: figure out what matters, and help teams express it in a way that actually sticks.
What does a strategist do?
→
It changes every day and that’s the best part. Sometimes I’m naming a company. Sometimes I’m untangling a messy product ecosystem, doing a shelf audit, or rethinking how a brand shows up. Sometimes it means learning everything about socks, logistics, shampoo, or mortgage verification software.
The outputs shift, but the role stays the same: figure out what matters, and help teams express it in a way that actually sticks.
Are you still a designer?
→
Sort of. I studied design, started my career there, and that background still shapes how I think. These days, my role’s more focused on the why behind the work, not just the what. I define the strategy that guides the creative, and I work closely with design teams to make sure the ideas land.
I’m never far from design, almost everything I do has a visual output. And yes, I like to think I’ve still got pretty good taste. (Also: I know some excellent designers if you're looking.)
Are you still a designer?
→
Sort of. I studied design, started my career there, and that background still shapes how I think. These days, my role’s more focused on the why behind the work, not just the what. I define the strategy that guides the creative, and I work closely with design teams to make sure the ideas land.
I’m never far from design, almost everything I do has a visual output. And yes, I like to think I’ve still got pretty good taste. (Also: I know some excellent designers if you're looking.)
Are you still a designer?
→
Sort of. I studied design, started my career there, and that background still shapes how I think. These days, my role’s more focused on the why behind the work, not just the what. I define the strategy that guides the creative, and I work closely with design teams to make sure the ideas land.
I’m never far from design, almost everything I do has a visual output. And yes, I like to think I’ve still got pretty good taste. (Also: I know some excellent designers if you're looking.)
What makes a brand interesting to work on?
→
Tension. Complexity. A brand that’s ambitious but unsure how to talk about itself yet. I like projects where the work is more than just a visual refresh and a chance to reframe, reposition, or rethink what the brand actually is.
What makes a brand interesting to work on?
→
Tension. Complexity. A brand that’s ambitious but unsure how to talk about itself yet. I like projects where the work is more than just a visual refresh and a chance to reframe, reposition, or rethink what the brand actually is.
What makes a brand interesting to work on?
→
Tension. Complexity. A brand that’s ambitious but unsure how to talk about itself yet. I like projects where the work is more than just a visual refresh and a chance to reframe, reposition, or rethink what the brand actually is.
Are you a brand strategist, product strategist, or creative strategist?
→
All three, depending on what the work needs. I think of brand as the bridge that connects product, marketing, and the business. Sometimes that means defining the story. Sometimes it’s shaping how that story shows up in product. Sometimes it’s figuring out how to take it to market.
I like to move between the messy parts because that’s what makes sure the brand works as a whole, not just in parts.
Are you a brand strategist, product strategist, or creative strategist?
→
All three, depending on what the work needs. I think of brand as the bridge that connects product, marketing, and the business. Sometimes that means defining the story. Sometimes it’s shaping how that story shows up in product. Sometimes it’s figuring out how to take it to market.
I like to move between the messy parts because that’s what makes sure the brand works as a whole, not just in parts.
Are you a brand strategist, product strategist, or creative strategist?
→