Selected work

Ideas are only valuable when they solve the right problem.

Strategic communications projects across fashion, beauty, entertainment, technology, aviation, and education. Browse by industry, capability, or the communication gap each project was built to close.

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Oxblood leather tote on a concrete plinth in a daylit retail space

Telfar

LWR

Fashion & Luxury

Strategic recommendation

Telfar — Luxury Within Reach

How can a brand widen access without losing the meaning that makes it luxury?

Telfar democratized luxury faster than luxury's language could keep up. The brand was being read as a streetwear moment rather than an enduring cultural institution.

Perception GapBrand & Cultural Strategy2024

Research pages, index cards and a notebook laid out on a strategist's desk

USC Annenberg

BTB

Higher Education

Proposed concept

USC Annenberg — Beyond the Brief

What would it take for students to graduate not only knowing the work, but ready to do it?

Students can graduate knowing the material and still feel uncertain about how to show up with it.

Capability GapResearch-to-Strategy · Integrated Campaign2025

Brass hourglass beside folded silk on a dark table in low window light

House of CB

LOH

Fashion & E-Commerce

Proposed concept

House of CB — The Lady of the Hour-Glass

How does a founder become recognized as a leader, not only as a brand?

House of CB had earned real brand equity, but its founder's experience had not yet been positioned as leadership authority of her own.

Leadership GapExecutive Communication · Leadership Positioning2024

Script resting on a director's chair on a quiet television production set

Shondaland

SHO

Entertainment & Media

Proposed concept

Shondaland — Shondaland

What happens to a fandom between seasons?

Shondaland's stories reached audiences, but its brand experience beyond the screen didn't yet feel like an extension of the storytelling universe.

Brand Experience GapExperience Strategy · Multiplatform Campaign2023

Two colleagues in conversation at a communal table in warm daylight

Bumble

BMB

Technology & Consumer Apps

Proposed concept

Bumble — Bumble

How do employees experience the promise the brand makes to the world?

As Bumble expanded, the external promise of empowerment ran ahead of the internal experience of building it — leaving employees to reconcile the difference alone.

Internal Alignment GapInternal & Leadership Communication2023

Unbranded glass beauty bottles and silk ribbon on marble in a creator's workspace

Dior Beauty

DIO

Beauty & Luxury

Proposed concept

Dior Beauty — Dior Beauty

How might a heritage house build relationships instead of buying reach?

Heritage beauty houses have reach with creators, but not always relationships — leaving campaigns transactional in a category built on intimacy.

Relationship GapCreator Strategy · Community Design2023

Empty airport terminal at dawn with an aircraft tail beyond the glass

Vision Air

VSA

Aviation & Travel

Conceptual framework

Vision Air — Vision Air

What does an airline say when it does not yet know everything?

An airline moving from ultra-low-cost to full service had no infrastructure for deciding what to say, who says it, or how fast, when pressure escalated.

Trust GapCrisis Communication · Reputation Strategy2023

Researcher walking a glass-walled laboratory corridor

Independent Research

EMT

Technology

Conceptual framework

Independent Research — Emerging Technologies

How do brands explain new technology in a way people can trust?

Brands rush to communicate about AI, spatial computing, and Web3, then struggle to explain them in language that builds trust instead of confusion.

Innovation GapForesight · Technology Communication2024

Empty cinema stage with a microphone, film reels and archival prints

A24

Entertainment & Film

Proposed concept

A24 — Cut From the Culture

What if storytelling could preserve the stories that might otherwise disappear?

A24 has built its reputation on distinctive storytelling and a rare relationship with culture — but that identity lived almost entirely inside individual film releases.

Purpose / Stakeholder AlignmentPurpose Strategy · Stakeholder Communication2024

Capabilities, proven by the work

Brand & Cultural Strategy

Telfar

Research-to-Strategy · Integrated Campaign

USC Annenberg

Executive Communication · Leadership Positioning

House of CB

Experience Strategy · Multiplatform Campaign

Shondaland

Internal & Leadership Communication

Bumble