Featured Work
BRAND + CREATIVE STRATEGIST // 12+ years in brand strategy and creative direction.
I find the story that makes the rest of the brand make sense.
Brand positioning | Customer insight | Creative direction | Brand systems
Creative Leadership @ scale
Brand Strategy+IDentity
Luxury+Experience Design
visual storytellinG
portfolio //
Brand + creative strategist //
portfolio // Brand + creative strategist //
Finding the story that makes the rest of the brand make sense for more than 12 years.
Brand positioning | Customer insight | Creative direction | Brand systems
Go ahead and check out the projects below… i’ll wait.
TL;DR
I FIND THE STORY THAT MAKES THE REST OF THE BRAND MAKE SENSE.
I work at the intersection of customer insight, business ambition, and creative expression — finding the disconnect, clarifying what matters, and turning it into a brand direction people can understand and teams can actually use.
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Turn ambiguity into a clear organizing idea.
I uncover the tension underneath the requested deliverable — what customers need, what the business means, and where the current story breaks down — then translate it into positioning, narrative, and creative direction.
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Build brand experiences that earn attention, trust, and action.
I connect brand strategy across digital and physical touchpoints so the experience feels coherent before, during, and after the customer decision.
Multi-brand strategy and digital transformation for Marie Gabriel Bridal contributed to 12–21% month-over-month web traffic growth and a 23% year-over-year increase in appointment requests.
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Create enough structure for great work to scale without becoming generic.
I build frameworks, standards, and creative direction that help multidisciplinary teams execute a shared brand idea across hundreds of projects and thousands of customer-facing assets.
A NOTE ABOUT AI
I use AI as an active collaborator throughout my creative process - not as a substitute for strategy, taste, or human judgment.
Depending on the project, I use AI to accelerate research and exploration, pressure-test ideas, identify gaps, develop and refine concepts, synthesize complex information, explore visual directions, and move more quickly from ambiguity to something tangible.
The final decisions are still mine. I bring the context, ask the questions, challenge the output, make the connections, and determine what is strategically right, creatively compelling, and appropriate for the brand.
For me, AI is less about doing the work for me and more about expanding what I can explore, interrogate, and create.
If you need A creative leader who understands marketing, operations, teams, systems, and business in general…
Hi, I’m Heather. Let’s chat: