My Approach
Your brand needs a voice. Let’s make it unforgettable.
Some writers starts with clever lines. I start by figuring out who a brand is.
I work with brands to define who they are before deciding what they should say: clarifying their personality, point of view, and how they want to show up in the world. I’ve always thought of brands as people. And people aren’t truly people without a voice.
When that personality is clear, the voice naturally follows. And when the voice is right, everything else — storytelling, campaigns, messaging — becomes easier, more honest, and more effective.
I’ve developed voice strategies that guide everything from taglines to global campaigns, and make brands sound like themselves.
How I partner with teams:
I work best with teams who need help with:
🧠 Voice & tone systems (the kind people actually use).
🧠 Brand messaging that knows who it’s for.
🧠 Campaign concepts that go beyond “the big idea”.
🧠 Copy that’s sharp, human, and intentional.
🧠 And plenty of laughs along the way. It’s essential.
This work can look like anything from shaping a brand’s foundational voice to jumping into a specific campaign or moment that needs clarity and direction.
A bit of proof (without overdoing it):
I’ve had the pleasure of working with brands across CPG, travel, lifestyle, tech, and wellness, including:
Coca-Cola Brands (McCafé, Gold Peak Tea), Barneys New York, Petco, Coffee Bean & Tea Leaf, Irvine Retail Co., Viasat, Avery, Tandem, JLab, Pursuit, Hyundai.
Along the way, I’ve:
✨ Led campaigns with record engagement for Travel Costa Mesa.
✨ Contributed to a Super Bowl commercial.
✨ Helped shape over a dozen brand refreshes and rebrands.
What this usually leads to?
✅ Clearer decisions.
✅ More confident messaging.
✅ Work that feels like it actually belongs to the brand saying it.