Brand building that drives growth and inspires change.
As a creative leader and strategic thinker, I help brands become the best version of themselves, from startups in apparel, food & bev, and skin care to industry leaders like Uniqlo, Equinox, and Away. Together we discover a white space, find their truth, and connect to culture. The result: a long-term identity a brand can truly own—one that inspires better decision-making and sets creativity on fire.
As a senior agency leader and VP of Story at Day One, I’ve helped American Express master the art of earned media to fulfill its goal of becoming a leading global lifestyle brand.
As a creative leader at Equinox, I played a key role in creating a brand universe composed of sub-brands ranging from buzzy downtown studios to exceptionally luxurious clubs. See more.
At Giant Spoon I worked closely with our strategy team to guide Away on a branding journey that went from defining their identity, to voice guidelines, to a campaign that celebrates how any trip can change your world. See the campaign.
Uniqlo had a great brand idea: LifeWear. They’d just never truly explained what it meant. Driven by our concept of “performance wear for your life,” I led a team at MP Creative to launch a new platform and a magazine that celebrated LifeWear and humanized the brand. See more.
