Brands shaped with clarity, intention, and story
A curated collection of the brands I’ve helped define — through strategy that listens, storytelling that resonates, and systems designed to grow with purpose.
Bella Cucina
Bella Cucina is an award-winning artisan food brand rooted in the philosophy that beauty belongs in everyday rituals — from the kitchen to the table, and everything in between. The brand carries over twenty-five years of slow luxury and artful living.
The work centered on translating that philosophy into a cohesive digital presence — seasonal editorial campaigns for Valentine’s, Mother’s Day, and holiday, integrated content ecosystems connecting Instagram, newsletter, and Shopify, and storytelling-driven product positioning that honored the brand’s reverence for craft. Collections like Objects of Affection were curated to feel less like commerce and more like an invitation into a way of living.
IMEAN Beauty
IMEAN exists at the quiet intersection of K-beauty elegance and German scientific precision — a minimalist skincare line built on the belief that less, when chosen with intention, is always enough.
The work involved defining the brand’s editorial voice and building a long-form storytelling practice that positioned each ingredient — tallow, saffron, rose, peptides — as a chapter in a larger narrative about conscious beauty. SEO strategy was reimagined for an AI-era search landscape, and the journal, newsletter, and social channels were woven into a single, unified content ecosystem where education and aspiration meet.
Baile
Baile is a natural goods brand grounded in the idea that the things we bring into our homes should be chosen with the same care we give to the people in our lives — simple, honest, and made to last.
The work was foundational. A brand voice was shaped from the ground up, along with a content framework called Natural Standards — a storytelling structure built around materials, sourcing, sustainability, and testing. Multi-week editorial arcs were designed around vendor stories and product philosophy, and the first newsletter structure was created to establish a long-term relationship with the audience before scale.
Heavy Market
Heavy Market is more than a store — it is an Atlanta-based retail concept that brings together hand-picked brands, art, and community under one roof. Founded by Miki Tsujita, the space redefines what it means to shop, blending curated fashion with cultural programming, indigo-dyeing workshops, and a weekly hiking group called American Outsiders.
The work involved shaping the brand’s digital communications and editorial voice — newsletters that told the stories behind each featured brand, social media that captured the energy of the space, and campaign content designed to translate a physical experience into something that resonates just as deeply online.
Vintage Heavy
Vintage Heavy is a lifestyle brand for heritage enthusiasts — those who move with curiosity, creativity, and intention. Founded by Jason Geter, the brand celebrates the intersection of music, travel, and timeless design, with a quality-over-quantity philosophy where less, when done right, is always more.
The work centered on building a digital narrative that honored the brand’s adventurous, outsider spirit — editorial campaigns that wove together culture, music, and heritage fashion, newsletters that deepened the connection between brand and community, and social storytelling that felt as considered and intentional as the garments themselves.
Every brand carries a story within it.
I help bring it to the surface.
Strategy First
Every campaign, calendar, and channel decision begins with listening — understanding your goals, your audience, and the voice that already lives inside your brand.
Editorial Storytelling
A journalism-trained eye for narrative meets brand content. The result is storytelling that feels authentic, elevated, and deeply aligned with who you are.
Connected Ecosystems
Social, email, journal, e-commerce — I design content systems that work together, creating a unified experience across every touchpoint your audience encounters.
Let’s build something intentional
Whether you need a full digital strategy, editorial content direction, or someone to bring your e-commerce vision to life — I’d love to hear about your brand.
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