Brand Positioning, Strategy, and Identity
I’m a brand strategist who helps organizations build from the ground up or reimagine what’s no longer working. Whether partnering with emerging ventures or established companies, I guide teams through the process of clarifying their market position and articulating a compelling value proposition.
My work begins with stakeholder interviews to surface insights from leadership, customers, and internal teams. These conversations shape the foundation for brand positioning, messaging strategy, and identity systems that not only resonate with audiences but align with business goals.
Labcentral
At LabCentral, a flagship nonprofit supporting biotech and life science startups, I led a comprehensive brand evolution to clarify their mission, elevate their presence, and better connect with partners, investors, and resident companies.
Through executive workshops and stakeholder interviews, we redefined the organization’s mission, vision, and values, and established a clear set of brand pillars that aligned with their expanding ecosystem and national influence.
Beyond strategy, I oversaw the creative execution of the new brand across digital and print touchpoints. This included a full website redesign, updated visual identity, and a reimagining of their annual impact reports, ensuring every expression of the brand reflected LabCentral’s innovation, credibility, and leadership within the biotech landscape. The result was a more cohesive and confident brand experience that supported fundraising, recruitment, and external communications at scale.
Lungstory
For LungStory, a digital health initiative focused on undiagnosed respiratory disease, I led the end-to-end development of the brand and platform, from strategic positioning to creative execution. Collaborating closely with researchers, clinicians, and patient advocacy groups, I crafted a brand identity and messaging framework that translated clinical insight into a compassionate, consumer-facing experience. The goal was to raise awareness, increase early symptom recognition, and drive participation in a broader research initiative.
I directed the campaign creative across web, digital ads, and patient education tools, designing a journey that balanced medical credibility with emotional resonance. The campaign achieved standout results in pilot markets, with an 18% ad conversion rate and 64% opt-in to research participation, demonstrating both audience relevance and platform usability. LungStory became a trusted resource for at-risk individuals while generating meaningful data for ongoing respiratory health research.
Indo xyz
INDOxzy, an Indonesian coffee company co-founded by the iconic entrepreneur and investor Snoop Dogg.
• Brand Positioning & Strategy
• Brand Guidelines
• Branded Content & Storytelling
• Web Design
Goorin Bros.
A heritage hat brand launches an iconic new product and DTC e-comm site.
• Brand Positioning & Strategy
• Brand Guidelines
• Branded Content & Storytelling
• Web Design
Go Smile
Reimagining a beauty brand for contemporary audience and market.
• Brand Positioning & Strategy
• Brand Guidelines
• Branded Content & Storytelling
• Packaging Design
Energy Muse
Rebranding a wellness and home goods company while modernizing the e-comm platform.
• Brand Positioning & Strategy
• Brand Guidelines
• Photography & Video
• Web Design
• Book Design
