HELLO.

THE LATEST AND GREATEST.

I’m a creative problem solver driven to craft impactful brands that feel distinctly human. I’m proud to be Michigan-rooted, Chicago-blossomed, and relentless in creating work I care about with people I care about with my dog/boss Chickpea by my side.

Scroll through some of my favs below.

TAKING A STAND FOR LACTATION RIGHTS

The Lactation Coverage Gap is an advocacy initiative built to champion accessible, expert, and recognized lactation care to all. Families, allies and employers alike were driven to this immersive website experience filled with the eductation and inspiration to take action. Together, we continue to demand better and call upon insurers to deliver families’ legally-mandated right to lactation care.

Impact: In a 3 month flight, we generated over half a million sessions using a combination of paid search, display, and social ad campaigns with over 2,000 petition signatures.

→ Website

PROPAGATING A NEW BRAND IDENTITY (AND FANS)

Chalet has been a Chicagoland institution for more than 100 years. The opportunity was: how might we bottle the magic of Chalet yet revitalize their brand identity to be more accessible for a new, younger audience? After digging into their strategic foundation, we found the story of Chalet is really a story of love—the love of the family that built it, and the love of the life we cultivate. Now, we invite everyone to “Plant Joy Everywhere”, a maxim to curating beauty in every inch of your home and celebrating the joy of memories both yesteryear and tomorrow.

CAMPAIGNS THAT FIND YOUR PEOPLE

We helped give NoDoz a strategic facelift, from refreshed branding to new packaging and digital campaigns. This was a prime example of leveraging audience insights to turbocharge our impact by mapping our strategic communication framework across consumer intelligence. We were able to say the right thing, to the right people, at the right place and time by tapping into their online behavior and hobbies.

Impact: The campaign outperformed across all industry benchmarks: increasing 3x total clicks, lowering the CPC by 42%, and 2x total conversions.

WE SAY YES (TO AWARD WINNING IDEAS)

“We Say Yes”  is a visual echo of Verano’s rallying cry: Yes, all are welcome here. Yes, legal relief is available. Yes, there is a strain that can soothe, delight, and elevate you. We reject the notion of impossible and say yes to decriminalizing and democratizing cannabis for all. After all, ‘there’s a big, wonderful world out there for you’—and a Bronze Cleo Cannabis award for our anthem video.

HONORABLE MENTIONS

In the interest of not making this long enough to start a book club for it, here are some other highlights below. From impactful shopper campaigns for Molson Coors, to spearheading our founding DEI&B Strategy, to some incredible photoshoots—I’d love to connect and dive deeper on my career and the work, teams, and lessons I’ve learned along the way.

  • BRAND IDENTITY

  • PACKAGING DESIGN

  • SOCIAL CONTENT

  • SOCIAL CONTENT

  • ANIMATION

  • BRAND POSITIONING

  • BRAND MERCH

  • BRAND MERCH

  • BRAND MERCH

  • BRAND ACTIVATION

  • WEBSITE DESIGN

  • WEBSITE DESIGN

  • ART DIRECTION

  • ART DIRECTION

  • ART DIRECTION

  • RETAIL PROGRAM

  • RETAIL PROGRAM

  • RETAIL PROGRAM

  • RETAIL PROGRAM

  • RETAIL PROGRAM