Building brands that move business forward.
I started as a designer, shaping how brands looked, felt, and spoke. But the more I worked, the more I was drawn to the thinking behind it all: what a brand means, why it exists, and how it drives the business forward. That shift led me to strategy, where I could help brands find clarity, not just good looks.
Now, I help brands at inflection points, when what they started with doesn’t quite fit anymore, or when they’re building something new and don’t know where to start. Sometimes that means resetting a story. Sometimes it means building from scratch. Either way, I help teams figure out what they’re building and how to bring the brand along with it.
The strategy work I do is practical. It’s collaborative. It’s about creating the frameworks, narratives, and decisions that make everything else easier—design, messaging, product, growth.
Now, I help brands at inflection points, when what they started with doesn’t quite fit anymore, or when they’re building something new and don’t know where to start. Sometimes that means resetting a story. Sometimes it means building from scratch. Either way, I help teams figure out what they’re building and how to bring the brand along with it.
The strategy work I do is practical. It’s collaborative. It’s about creating the frameworks, narratives, and decisions that make everything else easier—design, messaging, product, growth.
Based in NYC
Where I live (and work with clients around the world.
From New Zealand
A little accent. A lot of perspective.
I untangle things
Brands, narratives, product positioning, Slack threads.
Natural pattern spotter
Always connecting the dots.
I ask a lot of questions
That's how you get to the good stuff.
I’ve built brands from day one, evolved brands in motion, and helped teams find their footing after rapid growth. Along the way, I’ve led brand strategy at agencies, worked inside startups, and partnered with founders, creatives, and product teams across all kinds of industries.
I’ve built brands from day one, evolved brands in motion, and helped teams find their footing after rapid growth. Along the way, I’ve led brand strategy at agencies, worked inside startups, and partnered with founders, creatives, and product teams across all kinds of industries.
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
