I’m a brand strategist. I help you define what your brand stands for and bring it to life through content and creative direction, whether you’re starting fresh or building on what’s already there.
Explore my workYou might need a name for a new business, clearer positioning for an established one, or content that better reflects who you are. I start with what you need to achieve and build on the work you already have.
I can help define the strategy and create the work that comes out of it. That means the person who understands your brand can also write your website and guide how it looks.
I’m a brand strategist with more than a decade of experience. I’ve developed 200+ brand identities and named 250+ businesses, working across real estate, higher education, technology, and consumer brands.
I’m as interested in making the work as I am in defining the strategy behind it. I’ve built a consumer brand of my own and led rebranding work within a larger business. Both have shaped how I work with clients: with a clear purpose and an understanding of what it takes to follow through.
Get in touchI’m open to full-time opportunities in brand strategy and content, alongside freelance projects. If you’re hiring, I’d love to hear about the role.
A consumer brand brought to life online and on social
Brand creation & content
Building the brand and creating its website and social content.
A brand foundation for the Institute of Neuroethics
Brand strategy & messaging
Clarifying an organization’s purpose and how it communicates.
Building a real estate brand around its name
Naming & brand identity
Finding a name that could become a brand foundation.
Brand positioning, launch copy, and creative direction
Rebranding & creative direction
Connecting a business pivot to its positioning and launch.
Guided naming and identity tools that turn ideas into a brand
Brand strategy & AI product development
Translating brand expertise into an AI-powered product.
Turning brand guidelines into practical writing tools
AI content systems
Making brand guidance useful in everyday content creation.
You can bring me in for a focused project or ongoing support. We’ll shape the work around your goals and what’s already in place.
Tell me about itWe can start with the name and the thinking behind it. I help define who the brand is for and what makes it different, then develop an identity and voice that give you a foundation to build on.
If the brand hasn’t kept up with the business, I can help you work out what needs to change. We’ll refine the positioning and messaging, then carry that direction into the rebrand and its launch.
I turn brand direction into content people can connect with. That can mean writing your website or shaping a campaign, with creative direction that keeps the visual work connected to the message.
I build AI-supported workflows around your brand’s voice and positioning. Clear guidance and hands-on editorial review help content move faster while keeping a recognizable point of view.
I use AI to shorten the distance between a clear brief and strong content. The useful part is knowing what to give it, where it can help, and what still needs a human decision.
I build the brand’s positioning and voice into the process, then shape the output through editorial review. That helps me turn content around quickly without losing what makes the business specific.
See the approach in practiceStone & Flame
Stone & Flame is a concrete candle company I founded from the ground up. I developed its identity and brought it into a website and social presence that reflected the care behind the products.
A consumer brand brought to life online and on social
I named the company and its products, developed the brand identity and voice, and designed its visual system. As the founder, I also developed the products themselves, connecting the physical experience to the story behind the brand.
I designed the website and wrote its copy, alongside product photography and social media content. I shaped how the brand looked and sounded across its online presence, with packaging and imagery that carried the same identity into the customer experience.
Institute of Neuroethics
The Institute of Neuroethics had meaningful research and a clear sense of purpose. It needed a shared brand foundation to guide how that work reached its audience.
A brand foundation for the Institute of Neuroethics
I reviewed existing research and communications to understand what was already working and where the brand needed definition. The process built on the Institute’s existing ideas rather than asking it to start again.
The final brand book defined the name story and mission, with vision statements and audience guidance. It also established value propositions and brand voice, supported by photography direction. The logo was developed separately; my work gave the wider brand a shared strategic context.
Orange Slice Properties
A Tampa real estate company wanted a name that felt distinctive and rooted in Florida’s history. Orange Slice Properties gave the brand a story it could grow around.
Building a real estate brand around its name
The client was drawn to names with an old-world feel. Orange Slice Properties was selected in the first round, connecting Florida’s heritage to a warm, approachable real estate brand.
I developed the name story and brand vision, with value propositions and voice guidance. Through strategic briefs and ongoing support, I helped the client use that foundation to inform a cohesive visual identity.
The client selected Orange Slice Properties in the first naming round.
Side
When a business changes direction, its brand needs to make that change clear. I led positioning and messaging for Side’s pivot, then brought the strategy into the launch itself.
Brand positioning, launch copy, and creative direction
I developed the full positioning strategy and a brand architecture that connected the new direction to the wider business. Working directly with executive leadership, I aligned the messaging with the company’s goals and partnered with legal to ensure the communications met their requirements.
I wrote the website and paid advertising copy, along with internal and external presentations. The messaging foundation carried into newsletters and social media so each channel reflected the same strategic direction.
I partnered with the design team on creative direction. A deliberate shift from sans-serif to serif typography helped distinguish Side’s offerings while maintaining coherence across the brand. My role connected the positioning to the visual decisions and the finished copy.
For the 2026 Side x Side conference, I developed the theme and led the copy, event concepts, and session strategy. The event welcomed more than 1,000 attendees and received a 4.8/5 satisfaction rating.
Engagement through strategic ad copy and creative direction
Annual revenue driven by that advertising work
Brand House
Brand House translates my brand strategy process into a guided digital product. It helps people develop a brand foundation they can carry into their marketing.
Guided naming and identity tools that turn ideas into a brand
I shaped an experience that guides users through the context behind their business before exploring possible brand directions. The platform includes dedicated studios for naming and logo exploration, alongside identity development.
The identity experience connects purpose and positioning to messaging and voice guidance. I shaped the strategic questions and the way results are explained, so users can understand how to apply them to their own work.
I developed the copy and creative direction around the same thinking I bring to client projects. Brand House is an ongoing product project and an example of how I turn branding expertise into a practical AI-powered experience.
Brand systems, built for use
Brand guidelines only work when people can apply them. I developed AI-powered tools and content workflows that made Side’s voice accessible to the teams creating its communications.
Turning brand guidelines into practical writing tools
I refined the corporate voice and translated brand guidance into an AI-powered tool that internal teams could use in their content work. The system gave people a practical way to work from the same brand foundation.
I integrated AI into content workflows to accelerate production across formats, while keeping a human, brand-aligned voice. The work combined clear strategic direction with review and refinement of the output.
I partnered with the IT Director on AEO content strategy and developed systems that helped teams apply the brand consistently. The aim was to make strong brand thinking more accessible in the work happening every day.