How I work

I help people and companies to communicate with honesty and conviction, through branding, product design, and marketing. But, I believe the only way you can accomplish those things is by firstly focusing on Why you do What you do. I help companies to look inward so that they can look outward, and effectively tell their brand-story with everyone who comes into contact with it.

Below is a high level overview of how I accomplish what is described above.

Fig 1.


I don't start with look-and-feel or survey the latest market trends. I start with uncovering the Why behind your mission, and I help you to discover the core beliefs that differentiate you from every other organization. Because it is your beliefs that are your strongest differentiator and enable you truly stand out amongst your competition.

My approach is a holistic design strategy that will give you three powerful outcomes: brand clarity, a powerful brand-story, and honest marketing. With those components in place, we believe you will be able to more affectively engage with every aspect of your business, and create effective impact for three key groups: yourself, your partners, and your audience.

Fig 2.


Only once we have established your core beliefs can we strategize about How we are going to act on those beliefs. Without firstly establishing Why, any strategy can easily devolve into manipulation: What do I have to say or do to get people to buy from my business?

Strategy is most powerful when you can tell people Why you do What you do, and not just tell them how great your product or service is. Knowing How you are going to accomplish your brand's mission comes naturally when you build your organization on a foundation of first answering Why.

Fig 3.

What & Who?

Everything I create must solve a tangible problem. If the problem is sales, I help you make better marketing content. If the problem is retention, I will build a better user experience. If the problem is team alignment, I help to instill an organizational ethos that brings everyone together. Trust can only be established when you communicate with honesty and create content that starts with your core beliefs. Your content becomes wholly original when you speak from experience because no other brand can tell that same story.

The most powerful content focuses on aligning people's perspectives. So, we help you to find the appropriate audience and provide real value for them. It is easiest to create a satisfied customer when they are aligned in your beliefs and can deeply identify with your brand's vision and values.

Fig 4.

Where &

Creating great content for the right people is all well and good, but what if no one is there to see it? Once the right content exists (What), you have to get it in front of the right people (Who), in the right place (Where), at the right time (When). The more you know about your audience, the better prepared you are to serve them with content that inspires them to take action.

Fig 5.

Evaluate &

We evaluate every endeavor. Evaluation allows us to adjust the How, What, Who, Where and When. It helps us see what is working and what is not, and is invaluable in helping us evolve your message—a message built on the firm foundation of your Why. Data works best when it helps us to deeply relate to Who we are servicing, so that we can provide a better user experience for them—time and time again.

Contact me today.

Let me help you design your brand, create your product,
and tell your story—starting with Why.
get in touch