Creative Brand Strategy Approach
What energizes me most in brand strategy and creative development is the human side of the equation. My process is rooted in understanding how a brand came into the world, the impact it set out to make, and the role it plays today, including the connection people have with it or the gap that exists.
A deep curiosity drives every part of my process. I spend time with people, listen closely, and look at how a brand shows up in their lives, how they see it now, and where the opportunity is to play a bigger role or create more meaning. I look for insights grounded in real, lived experiences, the simple but revealing truths that spark creative possibility.
I am not a strategist who believes in just writing briefs. The best creative work happens when everyone comes with an open mind, an open perspective, and a willingness to collaborate, lean in, and explore what’s possible.
Agencies I’ve been fortunate to work with — delivering brand strategy across both full-time and freelance roles — include Johannes Leonardo, Saatchi & Saatchi, Grey, The Martin Agency, Omnicom, Le Pub, and more.
Work Examples
"Those Guys" - VW Atlas
Most auto brands talk about safety only from the point of view of the people inside the car. But VW isn’t most brands. It has always zigged when others zag. When we set out to communicate product features that are nearly identical across SUVs today, we started by asking a different question. What makes the VW driver mindset unique?
Through quant and qual, we uncovered that the spirit of being different, which defined VW drivers in the 50s, is still alive today. They move through the world with an open mind and a broader perspective. They look beyond themselves. And when it comes to safety, that instinct extends past the hood. IIt covers everyone on the road, even the people you might roll your eyes or lift a finger to.
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Adage Creativity; named Editor's Pick
Shoot Online - Top Spot of the Week
Shots
Adweek
MusebyClio
Little Black Book
"No Going Back" - VW Taos
When it comes to entry level SUVs, talking about value rarely feels sexy. So we went out into the world and talked to Taos drivers and competitor owners to understand what actually matters in this category.
What we heard was simple. It wasn’t about chasing the newest bells and whistles. It was about finding a car they genuinely loved, a car that felt right from the moment they sat in it.
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While competitors excelled in features and tech, the Taos stood out in something harder to replicate. The quality feel of German engineering. The comfort. The solidity. Drivers described it as the car that was just right, the Goldilocks of SUVs.
Drum - Ad of the day
Advert.ge - Best commercial
Lbbonline - Pick of the day
Shots - Editors Pick
Two Toned Launch of the VW ID.BUZZ
How do you build anticipation for the most anticipated relaunch in automotive history? In the lead up to the ID. Buzz arriving in the US, we wanted to celebrate the return of an icon with the same free spirit the original bus symbolized, while signaling a new electric era.
We started with what the microbus has always been known for. Its unmistakable two tone paint job and its quietly rebellious spirit. We brought both back, not as nostalgia, but as a modern design system that lived across the entire campaign.
We leaned into the restraint, wit, and warmth of VW’s legendary 1960s advertising and gave it a fresh perspective. To make a real splash, we worked closely with our media partners to take over key bus commuter spaces across major cities.
The result was a simple, confident, and playful signal to America. The spirit is the same. The power is electric. And the ID. Buzz is back in a big way.
AdAge
Communication Arts
MusebyClio
Ads of the World
The Drum: Ad of the Day
Little Black Book
Creative Review
Creative Bloq
OOH Today
MediaPost
"Work is a Beautiful Thing" Walmart
Most people don’t associate big-box retail with inspiration, but we saw an opportunity to reframe work itself. Behind every American-made product is a human story — of grit, dignity, and quiet pride — that rarely gets told.
So we created Work Is a Beautiful Thing, a film that brings that idea to life through Patrick, a factory worker who was born with disabilities and refused to let them define him. By celebrating his determination and the power of American manufacturing, we helped Walmart shift the conversation from low prices to real purpose — honoring the workers behind its $250 billion commitment to U.S. jobs.
"Lullaby" Pampers
Most brands talk about what babies need from us, but we saw the opposite truth: babies spark positive change in the people around them. They make parents more patient, communities more compassionate, and all of us more willing to do better.
So we created Lullaby — a campaign that reimagined “Hush, Little Baby” to show the everyday ways a baby inspires stronger families, kinder choices, and a better world. By celebrating the change babies bring, we helped Pampers connect with a new generation of parents who want brands that reflect their values and their hopes for their children.
"Minutes Matter" Super Bowl Spot for UPMC
Most people think healthcare has to happen inside a hospital, but in many emergencies the first few minutes are crucial. We saw a gap: simple, life-saving techniques weren’t reaching the people who needed them most.
So we created Minutes Matter — a program that empowers everyday Pittsburghers to act in moments of crisis, from overdoses to cardiac arrest to serious injuries. By bringing practical training into the community, we helped extend UPMC’s impact far beyond its walls.
CBS News