A brand shaper
A storyteller
A creative thinker

Positioning · Brand Narrative · Campaign Concepts ·
Content Direction · Creative Direction 

I help brands find greater clarity, shape stronger stories, and turn ideas into distinctive strategies and creative direction. Whether a brand is building, evolving, or expanding, my practice brings together creativity and business objectives to create work that feels relevant, intentional, and built to last.

For more than a decade, I have brought an editorial eye, cultural sensitivity, and strategic thinking to brands across beauty, fashion, lifestyle, and other experience-driven industries.

Selected Work

BLP Beauty

Building a beauty brand's voice from the inside out

Brand Voice · Editorial Strategy · Storytelling · Content

I led the brand’s editorial, branding, and social media presence through a period of significant growth. Together with the team, I helped shape the editorial expression, tone of voice, and stories that gave BLP Beauty its distinctive personality and strengthened how the brand showed up across different touch points.

Queen Bee Luxury

Turning ten years of trust into a stronger brand narrative

Brand Narrative · Content System · Campaign Direction

I defined Queen Bee Luxury’s positioning around its decade of experience and its role as a trusted voice in preloved luxury.

From there, I translated the positioning into a usable brand narrative, recurring content series, production direction, and campaign concepts, creating a clearer system for how the brand communicates and shows up consistently.

Ongoing collaboration, 2026.

Mario Minardi

Giving craftsmanship a story

Brand Storytelling · Company Profile · Narrative

I shaped the company’s roots in leather craftsmanship into a clearer brand story and company profile: bringing its history, expertise, and heritage into a narrative that could communicate both where the brand comes from and what it stands for today.

A Few Things to Know

  • My framework usually involves four stages: observe, clarify, build, and express. I aim to understand what’s really happening before jumping into solutions.

  • I work as a strategic and creative partner rather than stepping into day-to-day operations. I can collaborate with your existing team, bring in specialists when needed, or assemble a small creative team around the project.

  • Founders, growing local brands, and teams within larger companies looking for an outside perspective, sharper creative thinking, or greater clarity.

  • Some challenges need one focused session. Others need a sprint, campaign development, or a longer partnership. I recommend the structure based on what the business actually needs rather than forcing every project into the same package.

Ways to Collaborate

A focused session for founders or teams who need an outside perspective or clarity on what to do next.

01 – Brand Clarity Session

A focused engagement around positioning, brand narrative, content direction, campaign development or strategies.

02 – Strategic Sprint

Ongoing strategic or creative support through retainer consultation, campaign guidance, or a fractional brand and creative direction role.

03 – Creative Partnership

TELL ME ABOUT YOUR BRAND

Building something, changing something, or feeling a little stuck?

Tell me what’s going on, and let’s arrange a discovery call.