Brand + Creative Strategist
“I don’t think the best brand ideas are invented. I think they’re uncovered.”
I work at the intersection of human insight, positioning, story, creative direction and experience—finding the authentic thread inside a business and giving it a form people can understand, feel and remember.
VENDOR NIGHT
BRAND EXPERIENCE + EVENT STRATEGY
Turning an industry gathering into a participatory brand experience built around relationships, discovery and shared value.
01 / SELECTED WORK: Reimagining Industry Networking
DISCOVER. DREAM. COLLABORATE.
Rather than build a preferred-vendor list from exchanged names and contact information, I wanted to create the relationships first. Nearly 150 wedding and event professionals were invited to experience the farm alongside contributing vendors, explore the property, share what they needed from a venue, and help imagine what it could become.
A property-wide discovery experience turned that participation into something tangible. Guests followed a map through different spaces, encountered vendor-created experiences along the way, and were thanked for their time and feedback at each stop. The result was more than an introduction to new ownership—it created connection between the people, the place and the community we hoped to build around it.
Vendor Night was designed as more than a single evening. The experience created an ecosystem of useful assets for Mountain Field Farm and the participating vendors—extending the relationships, stories and visibility generated that night well beyond the event itself.
BUILT TO KEEP WORKING
SHARED CONTENT LIBRARY
Professional photography documented the experience, participating businesses and their work, while vendors were encouraged to step in front of the camera for lifestyle portraits of their own. The result was a library of authentic content that could be used and shared across the network.
ROBUST DIGITAL GUIDE
A digital-first property and preferred-vendor guide combined detailed information about the farm with direct links to trusted wedding professionals, giving couples a useful planning resource and participating vendors an ongoing point of connection.
ONE EXPERIENCE. MULTIPLE LIVES.
The event generated relationships, feedback, brand ambassadors, visual content and a customer-facing resource—all from the same strategic investment.
02 / SELECTED WORK Hospitality Brand + Digital Experience
BETWEEN BEACHES
Brand Strategy + Identity + Digital Experience
A complete rebrand of a remote Alaska hospitality experience—bringing positioning, identity, story and the digital customer journey into one cohesive system designed to move guests from discovery to direct booking.
In 2021, I led a comprehensive rebrand and digital redesign for Between Beaches Alaska through Synergy Brandworks. The property already offered an extraordinary experience: a secluded Alaska destination surrounded by water and accessible only by boat. The opportunity was to build a brand and digital experience that made what was distinctive about the property immediately clear to the people most likely to fall in love with it.
I developed the positioning and brand voice, then built the visual identity around it—including the logo concepts, typography, color palette, visual direction and custom graphic elements. From there, I translated the brand into the digital customer experience, restructuring the website, refining and writing copy, developing the content and SEO strategy, and creating a clearer path from discovery to direct booking.
The resulting identity was designed to feel inseparable from the place itself: water, weathered wood, shoreline textures, marine life and the feeling of being somewhere beautifully removed from ordinary life. The system extended across the primary identity, alternative marks, color palette, typography, custom visual elements and imagery direction.
600% WEBSITE TRAFFIC GROWTH
DIRECT: SHIFT TOWARD PRIMARILY DIRECT BOOKINGS
2021: ORIGINAL BRAND + DIGITAL REDESIGN
03 / SELECTED WORK : Experiential Brand Strategy
Mountain Field Farm
OPEN THE DOOR TO YOUR STORY
A wedding-show experience designed around intuitive discovery rather than information overload.
WHAT I BRING TO THE WORK
Brand Strategy
Positioning + Story
Human Insight + Discovery
Creative Direction
Experience Strategy
Customer Journey
I’ve built businesses and brands across wildly different industries, but the work I’m most interested in has always been the same: finding the thing that is already true and making it impossible to miss.
ABOUT
My path into brand strategy wasn’t particularly linear. I spent more than 15 years as a photographer, then built and worked across businesses in hospitality, retail, agriculture, events and creative services.
The industries changed, but the work underneath them rarely did.
I learned to ask better questions, notice what people weren’t quite saying, understand what made an experience meaningful, and translate that into something other people could see and feel.
Today, I bring that perspective to brand and creative strategy—combining human insight, positioning, story, creative direction and real-world business experience to help brands become more distinctly themselves.
I’m especially drawn to work where the answer isn’t obvious yet.