Portfolio
Case Studies, or: How I Craft Stories and Learned to Love the Bomb
I help brands turn scattered ideas into stories people can actually follow—from campaigns to product launches and everything in between (rainbow included).
My role is part shaping, part untangling, and occasionally a bit of “simple tricks and nonsense.” Mostly, I figure out what something is, what it’s trying to say, and make sure that meaning comes through clearly.
Across every project, I focus on how the story is experienced, so messaging holds together from the first idea through every touchpoint, without getting diluted along the way.
Selected Works
(Click on projects to learn more)
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Wrote and designed a character-driven story where emotion directly shapes power, conflict, and progression.
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Defined a clear narrative for a multi-brand organization, clarifying how it operates, creates value, and connects across its portfolio.
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Experience Tomorrow – Campaign Narrative
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Evolved a one-time campaign into an ongoing narrative platform, creating continuity across products, audiences, and initiatives.
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Reframed the console around real user workflows, shifting the story from features to the experience of using it.
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Product Voice – Narrative Identity
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Created a distinct voice across a growing product portfolio, balancing consistency with clear differentiation.
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Rebel Series – Product Narrative
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Unified an entire fixture lineup under a single story, demonstrating how products work together through real production workflows.
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Messaging Guidelines System – Messaging Framework
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Built a scalable messaging system that turned strategy into repeatable frameworks for web, email, video, and campaigns.
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Proteus Brutus – Product Narrative
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Developed a narrative identity that translated the product's scale and intensity into a distinctive, experience-driven voice.
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Audience & Market Framework – Audience Strategy
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Created a narrative framework that adapts messaging across audiences while preserving a consistent core meaning.
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