Brands tell me what they want. I find what they need, then make it impossible to ignore.
I read culture , find the blank space and turn it into brands people love.
Creative Direction
The visual practice.Concepts, floorsets, identities and launches for PINK, Victoria's Secret and happy nation, built on years of leading shoots, catalogs and brand creative.
Concept development · Brand identity · Art direction · Photo direction & production02Trend + Strategy
The thread through all of it.Forecasting, consumer insight and cultural reading, from VS concept work to the agency pitches it later won.
Trend forecasting · Consumer insight · Blank space · Brand positioning03New Business
The method that wins.The Reframe: my method for finding the blank space and naming the platform that wins. $12M+ won in a single year.
RFP strategy · Pitch narrative · Integrated programs · Pitch processCapabilities
Creative Direction
- Concept development & seasonal floorsets
- Brand identity, naming & packaging
- Art direction & styling
- Photoshoot direction, casting & production
- Photography, editing & retouching
- Catalog, e-commerce & campaign creative
- Creative team leadership & mentorship
Trend + Strategy
- Trend & future forecasting
- Consumer insight & research (GWI, Mintel, Meltwater, WGSN)
- Cultural & competitive analysis
- Blank space & innovation
- Brand positioning & platforms
- AI-enabled strategy (Claude, ChatGPT, Gemini)
New Business
- RFP & proposal strategy
- Pitch narrative, scripts & speaker notes
- Integrated programs (PR, influencer, affiliate, experiential, social)
- Credentials & capabilities decks
- New business workflow & AI operations
- Leading cross-functional pitch teams
Case studies
I've spent fifteen years where culture, creative and business meet, building brands from zero, shaping seasonal stories for billion-dollar businesses and writing the strategy that wins the room.
- Autumn CommunicationsVP, Creative Strategy
- 5W Public RelationsVP, Creative Strategy
- Victoria's Secret, PINK & happy nationSr. Creative Concept Designer / Creative Director
- The Apparel GroupSr. Art Director
- Malia MillsSr. Creative Director
- Art Institute of PittsburghBS Photography