Work
Never just a bunch of pretty words

What I Do
Purposeful Substance with Strategic Execution

My Magic
In Service of Your Vision
As a life-long empath, intuitive, creative, and ever-curious student of human nature, I often hear from my clients that I have an uncanny ability to pick up on the amorphous ideas spinning in their heads and translate them into coherent, powerful concepts.
Some clients I work with directly, while others are project-based in collaboration with agencies and small design shops. Some I have the honor of working with only once, while others become years-long relationships.
No matter where you are in your branding development and growth needs, I look forward to learning what makes you tick and crafting the framework for your unmitigated success.
Industries + Projects
+ Beauty & Wellness
+ Claudia Endler Design
+ Clover
+ Daily Bloom
+ Hoopnotica
+ Okay Humans
+ Prima
+ Stori
+ Strata by Joomee Song
+ Food, Beverage & Hospitality
+ Atlántico Rum
+ Caffe Luxxe
+ Cumbé
+ Flower Child
+ Interlude at Meadowood
+ Joan’s on Third
+ Marigold Marketplace
+ Paloma, Press Room (the restaurants at AC Greenville, SC)
+ Proteau
+ Street Churros
+ The Planning Society
+ Umami Burger
+ For Women, By Women
+ Above the Glass
+ Elemental Salt
+ HeyMama
+ Origin Physical Therapy for Women & Mothers
+ Soula Smith
+ Kids & Families
+ Brella Childcare
+ Chiqui Social
+ Ergobaby
+ Exploring New Horizons Outdoor School
+ The Brushies
+ Thrive in Five (LA County Department of Public Health)
+ Real Estate
+ Gemma Ktown (Los Angeles, CA)
+ One Paseo (Del Mar, San Diego)
+ The Amara (Santa Monica, CA)
+ The Exchange (Mission Bay, SF)
+ The Landing (Dogpatch, SF)
+ Twenty by Six (Downtown San Diego)
+ Retail
+ Joybird
+ Lewis Miller Design
+ Manifest Destiny
+ Sterling Harper
+ Technology
+ AppliedVR
+ Bucketnote
+ Centaur Analytics
+ Dextera Surgical
SPECIALTIES
Research & Discovery
The most important beginning step in any branding process is R&D. I take some time to get to know the brand as it exists, along with the marketplace, competition, target consumer segments, and goals. I ask my clients to complete a survey that touches on all of these aspects to dig a little deeper into the team’s thinking, approach, and hidden needs.
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Ideally I’m given the green light to perform a Competitive Review which analyzes immediate competitors in the space with the goal of understanding what to avoid, what to strive for, and how to differentiate effectively. This sets us up with a roadmap for where the brand needs to go and the beginnings of a strategic map for how to get there.
Positioning & Brand Strategy
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This includes a description of the concept, positioning, tagline, mission, vision, values, promise, and core key messaging. Sometimes brands also want brand personality, tone and manner to help internal teams execute their social media, campaigns or ongoing marketing efforts. Most of this work is not consumer-facing, but helps steer the brand with consistency and strategic purpose.
Naming
No matter what the brand goals are, the significance of the name cannot be overstated, and is often the difference between a brand that feels dreadfully derivative or one that shines brightly in a sea of mediocrity. Depending on the scope, my naming process provides the clients with 3-9 names for consideration, often within distinct directions, and with preliminary positioning to set up the context of the name’s meaning.
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I also provide viable URL options, cursory vetting via the US Trade & Patents TESS database, as well as relevant internet searches to determine industry viability and possible SEO challenges. (Please note: Ultimately, it is the sole responsibility of the client to work with a copyright attorney to protect their intellectual property and file for a trademark if necessary. My vetting does not guarantee trademark viability.)
Sample Naming
Feel free to check out a handful of my favorite naming projects, along with a brief description that explains the meaning behind each name.