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Services

My areas of expertise are complementary to each other, and a project could include all deliverables listed here, or sit within one specific area.

01

Brand & Design Strategy

I evolve and clarify a brand’s foundations to unlock value and connect with consumers, and galvanize organizations and agencies around a central, unified idea to direct all brand behavior.

Deliverables can include

  • Strategic brand opportunity 

  • Brand purpose & positioning

  • Brand & product proposition

  • Brand & design idea

02

Brand & Product Innovation

I identify white spaces that unlock new revenue streams, and develop product or service solutions that drive growth and shift consumer behavior.

Deliverables can include

  • NTW brand creation

  • New product development

  • Category expansion

  • New futures

03

Brand Architecture

I develop frameworks that reorganize a brand’s portfolio of offerings for maximum clarity and relevance, with clear business implications and direction for branding and design. 

Deliverables can include

  • Brand architecture

  • Portfolio architecture

  • Portfolio strategy

04

Brand Experience Design

I reimagine a brand’s experience by frameworking the entire consumer journey and developing concepts and prototypes designed for specific journey moments.  

Deliverables can include

  • Consumer journey mapping

  • Experience framework

  • Concepts & prototypes

  • ​Messaging framework

05

Brand & Design Research

I design research that serves as the foundation for all strategic challenges, from expert interviews, ethnographic consumer research, and semiotic or cultural analysis. 

Deliverables can include

  • Expert & influencer interviews

  • Consumer research design

  • IDI & focus group moderation

  • Semiotic analysis

06

Brand Naming

I develop names for NTW brands, evolve existing ones, and develop sub-brand or product naming approaches that increase clarity and relevance over time. 

Deliverables can include

  • Brand & sub-brand naming

  • Product naming

  • Naming architecture

  • Claims & on-pack copy

07

Brand Identity & Packaging*

I help reimagine and modernize a brand's identity and/or packaging system without losing what's most recognizable; clarifying what is fixed and flexed across products and consumer journey moments. 
* In collaboration with multidisciplinary creative partners 

Deliverables can include

  • ​Brand identity system  

  • Brand world 

  • Packaging design

  • Product/structural design

Approach

While every project approach is tailored to the client, ask, budget, and timeline at hand, a typical starting point is laid out below, along with beliefs that guide me.

  • Cross-functional stakeholder and expert interviews

  • Human-centered, ethnographic consumer research

  • Semiotic analysis, cultural immersion, lateral category analysis

Beliefs

  • Ask the right questions from the very beginning

  • Be unequivocally clear on what you are solving for

  • Look in unexpected places; learn in expansive ways

  • Get out into the real world

Learn

Build

  • Opportunity identification + strategic territories

  • Strategic foundations finalization

  • Creative exploration and development

  • Iterative testing

Beliefs

  • Build collaboratively and workshop together

  • Be clear on what you know and what you don’t

  • Assess strategy and creative implications together

  • Test, learn, iterate; repeat if needed

Deploy

  • Executive, C-Suite, board member engagement

  • Guidelines, asset creation, deployment planning

  • Team education and engagement

Beliefs

  • Engage stakeholders throughout the process

  • Be clear on what teams need early in the process

  • Create tools that are interactive and engaging

  • Deploy a meticulous and intentional phased rollout

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