Creative Direction & Brand Storytelling

I believe every organization has a deeper story — something alive beneath the marketing, the messaging, and the plans.

My work is about finding that truth and shaping it into something people can actually feel. Creative direction, for me, is the art of making the magic behind the offering visible.

Selected Works

  • Led brand storytelling + video org at Spring Health for 4 years

  • Directed creative/experiential for Tidal, a flagship experiential event, 2 years

  • Led naming, messaging, and story for brand campaigns

  • Built and directed a 25-course educational series (150+ videos)

  • Launched and directed our social channels from scratch

  • Designed and launched social conversation series

  • Oversaw design team, brand direction, and multimedia strategy

  • Founded, designed, ran a coffee brand during Covid out of my home

During Covid, we opened a tiny coffee shop out of our apartment called Apt. 1 Coffee. I designed the brand, wrote poems for every cup, added flowers, music, whatever brought a little beauty into the moment. It grew, we did partnerships, learned a lot about cofee, and then got shut down by the city because the neighbors couldn’t handle the love. C’est la vie. While it lasted it became a handmade experience of joy and connection when we all needed it most. A shining moment in our lives.