Five generations of Greek grain heritage and a product that earned its place on any shelf. I led strategy for a full identity refresh, defining the foundation that would guide how the heritage, ingredients, and personality came to life on pack. The rebrand earned Olyra acceptance into Target for national distribution and won the NOSH 2025 Award for Best Packaging Design. Olyra was also named to the Inc. 5000 list of fastest-growing companies in America for 2025.

Brand Strategy

Downtown Music Group was a portfolio of music businesses built on a radical premise: that artists deserve better. But in a category where everyone leads with the biggest catalog, biggest names, and biggest deals, that story wasn't coming through. I led the brand strategy that defined Downtown's positioning around what the rest of the industry only pays lip service to: actually putting artists first. The work delivered purpose, positioning, tone of voice, persona, and a content platform worthy of the brand's values.

Brand Strategy · Brand Architecture

Grüns had built real momentum around a single product. The challenge was how to grow into a full portfolio of functional gummies across immunity, hydration, protein, and more, without losing the brand equity they'd already earned. I led the work to define Ü Snacks as the parent brand and build a system that could hold all future sub-brands like ütrops as part of one coherent family, developing multiple structural scenarios for product expansion, collabs, and LTOs, with clear design implications for each.

In April, 2026 it was announced that Unilever had acquired Gruns for $1.2 billion. 

Brand & Portfolio Architecture

Canadian Club had never released anything like it: the oldest barrel-aged whisky in Canadian history. Beam Suntory wanted to turn a rare find into a collectible, multi-year limited edition series worthy of standing alongside single malts and super-premium bourbons. I developed the brand strategy and name for Chronicles, grounding the series in Canadian Club's smuggling roots and 160 years of distilling heritage.

Brand Strategy · Naming

The recovery category was crowded with tools that led with power and performance. Rally believed that recovery could be both effective and gentle. Working as strategic lead, I helped define the brand's positioning, develop its name, and build the verbal system that gave the brand its voice. Rally was named to Fast Company’s list of the World's Most Innovative Companies for 2026

Brand Strategy · Naming · Tone of Voice

Misfits Market was expanding from misfit produce into a full marketplace of shelf-stable and surplus goods. They needed a name, a strategy, and an architecture that organized the relationship between the core brand and this new venture. I named the private label Odds & Ends, developed the brand architecture to define how it lived alongside Misfits Market, and helped shape a visual identity grounded in integrity, humanity, and unconventionality. By 2023, the line had quadrupled its food waste savings.

Brand Strategy · Naming · Portfolio Architecture

High Desert is a cactus vodka distilled from prickly pear in the highlands of San Luis Potosí. A spirit genuinely unlike anything else in the category. I led a fast-paced strategy sprint to sharpen the brand's positioning and give the creative team a clear, evocative direction to work from ahead of a major identity refresh and expansion into new markets.

Brand Sprint

Sumitomo had a proven freeze-dried soup innovation in Japan that they wanted to bring to the U.S. market. I led a team of strategists through a full new-to-world brand build, including upfront consumer research, positioning, brand foundations, naming, and tone of voice, establishing the strategic platform the entire identity system was built on.

Brand Strategy · Naming · Tone of Voice