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Purposeful Creativity

I build, protect, and elevate brands through innovative, creative, and original thinking.

 
About Me

 
 

PORTFOLIO


Featured work

Redesign of Lehi Roller Mill's baking flour products. (In Implementation)

Smart Home ad campaign for Lowe's. (Live Client Project)

Naming a new computer software system at Capital One. (In Implementation)

Challenger brand rewards program and rebrand for Crowne Plaza Hotels. (Speculative Project)

Revolutionizing the tape dispenser for Etsy sellers. (Speculative Project)

Brand strategy and ad campaign to revitalize the Fossil retail store. (Speculative Project)

Launch plan for a French food brand recently acquired by Danone. (Live Client Project)

 MISC. A compilation of my favorite side-projects, one-offs, and other ideas. (Speculative & In Implementation Projects)

LEARN MORE ABOUT MY MASTER'S DEGREE


Master of Science in Business & Branding

Creative Brand Managers (CBMs) from the VCU Brandcenter have all the business strategy skills you'd expect from an MBA graduate.  What differentiates us from MBA graduates is that we also have a deep understanding of brand strategy.  We're a fusion of creative and analytical thinking.  You will find CBM alumni working at some of the most innovative brands in America.

Roles the CBM track translates to:

  • Brand/product management roles
  • Marketing/consumer insight roles
  • Strategy roles at agencies and brand/innovation consultancies

Professional Expertise

  • BRAND STRATEGY & Management
  • COMMUNICATIONS STRATEGY & Management
  • MARKETING MANAGEMENT

MARKET RESEARCH

Great brands have empathy for the unmet needs of consumers.  They have a pulse on culture and are masterful about interpreting how their brand fits in.  I leverage all of this to differentiate and position brands from their competitors.

INSIGHTS/IDEAS

All the research and data in the world can't replace great creative thinking.  As an innovator, I don't just do research for research sake.  I put myself in the shoes of the consumer, interpret what all the research means, have original ideas, and consider every angle.

COMMUNICATIONS STRATEGY

What's the big idea that will shape consumer perceptions of our brand?  I look for advertising solutions that will burnish the brand in the mind of the consumer in more creative, relevant, and dynamic ways.