I help brands become themselves through proven strategy, identity, and creative direction.
Twenty years of brand strategy, creative direction, naming, and verbal identity across fashion, wellness, tech, and consumer goods. I've grown a DTC brand from $1M to $4M and led creative teams of 10+. The work is always the same: find what a brand actually is, and have the nerve to mean it.
Selected Projects
The Framework
Marketers stole archetypes from Jung and reduced them to personality. Shade Tactics restores them to psyche: a brand strategy framework built on five components and twelve archetypes that map how brands actually behave. Layered, contradictory, built to evolve. It's how I work with founders and teams who want a brand that holds up at the shelf, on the screen, and years after the launch.