Building brands with heart.
Hello! I am an independent Creative Director and Brand Strategist who creates thoughtful and engaging solutions for lifestyle brands. I create content that communicates clearly, connects deeply, and builds loyalty.
No smoke and mirrors. Just well designed stories.
Branding is the uncovering and communication of a narrative alongside a visual presentation. Every touchpoint is an opportunity to tell a brand’s story in a positive and consistent way. I create brand strategies that guide these opportunities, communicate with clarity, and visually delight.
Design for modern cats, starting from scratch.
As the Director of Brand at Tuft+Paw, I developed a brand strategy and visual direction to support a large collection launch of beautifully designed furniture and accessories for cats. This comprehensive project began with with brand insights and value definitions that informed every visual touchpoint from visual identity, site design, product packaging and yes, there were photoshoots with cats.
Delivering great style.
Article, the online retailer of modern furniture, was about to become one of Vancouver’s most successful startups when I joined the small creative team in 2015. My role was to define and shape brand communications and advocate for usage across all touchpoints for the rapidly expanding company. This quickly grew into a larger team, and as the Art Director, I defined and implemented multi-channel social media strategies, branding as applied to products, and strategized campaign photoshoot directions.
It all begins with design.
I have worked in a variety of fields from publishing, arts organizations, and the branding and packaging for specialty foods. Strong typography, bold use of colour and a strong sense of delight are consistent hallmarks throughout this body of work.
A strong foundational strategy is valuable at every stage in a brand’s lifecycle, from the earliest concepts to the ongoing rollout of campaigns. I am able to assess need, develop solutions, lead teams to deliver results then leave a roadmap for ongoing success.
Wanna talk?
If you are a part of lifestyle brand and are require creative direction or strategic consultation, I’d love to hear from you. I am always keen to partner with companies and individuals that value integrity, clarity and excellent design.