A smart Approach
What's your philosophy on brand strategy? I start with people. Drawing from cultural anthropology and semiotics, I dig for the deeper currents of how your audience thinks, feels, and prefers to experience the world. Then I build a brand ladder—a foundation that moves from who you are at the core, to what you offer, to the benefits people receive, and finally to the emotional or aspirational meaning that makes it all matter. This creates brands that feel authentic because they're rooted in understanding desires, characteristics, and archetypes.
How does cultural anthropology show up in your work? Culture shapes meaning in ways most people never notice. A color, a symbol, or phrase doesn't just look good—it carries weight, history, associations. I use research methods to understand and draw out connections so your brand speaks the same language as your audience. It's the difference between communication that feels natural and messaging that falls flat.
Why is the "brand ladder" so important? Think of it as building a house. The foundation defines who you are and what you stand for. The middle floors cover the functional things you offer—features, benefits, outcomes. The top floor is the emotional connection—why it matters and how your offering contributes to people's lives. By building each level intentionally, we create brands that feel solid and grounded.
a proven Process
Discovery & Listening – We dive deep into what drives you, your audience, and the cultural landscape around your work.
Map the Ecosystem – I identify key stakeholders, their motivations, and which stakeholders need to be addressed.
Design & Define – I develop comprehensive visual identity systems and messaging frameworks built to scale as you grow.
Apply & Activate – Everything gets tailored for real-world use—digital platforms, physical spaces, whatever makes sense for your goals.
Measure & Refine – We track outcomes that matter, because strategy without results is just expensive decoration.
Achieving Results & Impact
What's your track record with business impact? I have consistent experience connecting brand strategy to measurable outcomes—growth, engagement, fundraising, even health improvements. Stakeholders can see the ROI of creative decisions because we define success metrics upfront and track them throughout.
Can you give me a concrete example? Take the SoupCycle rebrand. We didn't just make it look memorable—we created a voice that could grow with the company, distilled a tagline that felt authentic on the streets, and positioned them to expand confidently from two cities to three. That's strategy rooted in cultural understanding, not just aesthetics.
How do you measure success? The teams I typically work with focus on outcomes. Did messaging land? Did engagement increase? Did business metrics improve? On the Prompt healthcare project, medical adherence improved and participants had a measurable 3.6 mg/dl greater reduction in cholesterol. For Peace Valley School, the branding helped secure $99K in investment returns. Strategy works when it drives real results.
Do you have experience with multi-channel branding? I design systems that translate everywhere your brand shows up—from digital campaigns to physical environments. Consistency isn't about using the same logo and tagline everywhere; it's about maintaining the same authentic voice and visual personality across all touchpoint interactions.
LET’s WorK Together
What makes you different from other strategists? Three things: I use cultural anthropology and semiotics, so what I create lands with real depth. I'm focused on linking strategy to measurable business outcomes. And I work shoulder-to-shoulder with stakeholders as a true collaborator, not a consultant who disappears after delivering branded deliverables.
How do you approach leadership and mentorship? As a creative myself, I understand how to grow creative teams—helping junior designers and writers find their voice and confidence while keeping the work sharp and on-target. I believe the best creative comes from people who feel supported and challenged.
How collaborative is your process? Completely. Whether I'm working with founders, internal teams, copywriters, or developers, I treat strategy as our shared map and true north compass. The best work emerges from genuine collaboration, not top-down mandates.
Do you handle project management too? Yes. I bring what I call a "steady hand on the project management wheel." You get clear timelines, aligned stakeholders, and no strategies falling through the cracks. In the event a delay can’t be avoided, I communicate proactively so there are no surprises.
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