Creative
Strategy
I build the frameworks, narratives, and positioning that help brands speak with clarity and connect with the right audience.
Brand storytelling & campaign concept
Hellmann's
"Real is Messy"
I build the frameworks, narratives, and positioning that help brands speak with clarity and connect with the right audience.
1Campaign strategy
2Event Production
Highlights
- Led creative strategy, concept development, and copywriting for the mock campaign Real is Messy.
- Developed the core brand narrative: “Life is messy. So is mayo. And that’s what makes it real.”
- Built a multi-platform campaign concept combining billboards, social storytelling, and experiential ideas.
- Presented the campaign in partnership with Soho House’s Creative Future Collective Mentorship Program, pitching to 100+ industry leaders and receiving strong positive feedback.
- Demonstrated how emotional storytelling can reframe a household brand through humour, authenticity, and empathy.
brand refresh & messaging system
Chamber
of Commerce
As part of the Canadian Black Chamber of Commerce’s rebrand, I created the tone, voice, and visual direction to modernize its communications while keeping its community roots.
Highlights
- Defined core brand values and messaging pillars around entrepreneurship, collaboration, and representation.
- Built a content strategy and brand language guide to unify tone across web, print, and digital campaigns.
- Translated abstract organizational goals into clear storytelling frameworks for partnerships and funding.
- Collaborated with internal teams to develop launch content and brand rollout visuals.