Brand strategy, creative direction, and the connective tissue between the two. I build the systems that make a brand's creative work feel intentional.
Good creative work starts with a clear point of view on who the brand is, what it should say, and how every piece of creative reinforces that. The design tool comes after.
I write the brand guidelines, the expansion plans, the audience frameworks. Then I direct the creative work that comes out of them.
Premium everyday carry products. Bozeman, Montana. 20+ products across three lines. I run creative strategy for the whole business, from paid and brand to product positioning and market expansion.
EVERGOODS wanted to push into mountain/outdoor gear. The challenge: enter a new market without diluting the brand.
I wrote the playbook for EVERGOODS organic social: who we're talking to, what they care about, and how we show up for five different audiences.
Audience personas built from survey data and real behavioral signals. Each one covers demographics, frustrations, what triggers engagement, and how the segment actually behaves.
The brand's voice, positioning, and personality guardrails, all in one place. The whole team uses it to stay consistent.
A content framework that ties every post to a specific audience and funnel stage. Nothing gets published without a reason.
I wrote the two documents that control how EVERGOODS looks and sounds, whether we're talking to customers or retailers.
