About
I'm a brand strategist and copywriter with more than 20 years of experience in verbal identity and communications. I've done everything from naming standout CPG brands to positioning global B2B brands to writing sticky, scroll-stopping B2C taglines.
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I'm fascinated by language, I'm a sucker for a good story, and I love doing work that makes a difference. When I'm not banging my head against a keyboard trying to think of the perfect word, I'm a PADI-certified Divemaster, amateur underwater videographer, and lifelong ocean advocate.
Services
Brand Strategy
The best brand strategy illuminates tensions and surfaces opportunities. It's data-driven but human-centric, a roadmap informed by what your customers are saying, what your competitors are doing, and how your brand fits into broader cultural trends. Strategy doesn't have to be complicated, though. It's is only useful if it's clear, coherent, and eminently actionable.
Verbal Identity
At the end of the day, brands are stories. And the best stories are told by deeply familiar voices. That's where verbal identity comes in. From brand names to taglines to messaging frameworks, I’ve shaped the verbal identities of dozens of wildly successful brands over the course of more than two decades.
Copywriting
The secret to a better brand is (usually) better writing. If verbal identity is the voice of a compelling brand story, copywriting is the narrative itself. Whether I’m clacking out messaging myself or leading a team of writers over multiple editorial revisions, I know what it takes to create copy that moves audiences to act.
Naming
Naming is equal parts art and science (with a healthy dose of banging one's head against the desk). In the past ten years, I’ve generated unique, ownable names for brands in dozens of industries. Names ranging from playful (Lyric, Upwell, Shine) to scientific (Calcium, Cycuity, Intersection) and everything in between.
Brand Architecture
Call it the three-body problem of branding. Without clear brand architecture, chaos can emerge from even a few interrelated offerings. The best architecture is usually the simplest and most intuitive. Removing complexities and creating a logical system allows the brands in your portfolio to support one another–and create more value in the process.
