I underpin all my brand strategy and creative direction work with the psychology of change because the best marketing doesn’t just move hearts and minds—it also inspires action. Combining logic-based tactics with psychology-driven levers, my work empowers consumers to own their journey—and for brands to make a lasting difference.
This empathy-driven approach didn’t appear from nowhere, though. Since graduating from corporate life in 2014, I have chased snow, rock, and surf adventure as a means to drive not only my personal and spiritual growth, but also to better understand the dynamics and touchpoints of origin, identity, and community—all of which shows up in my work with clients.
The Quadruple Bottom Line (also known as a 4 Ps approach—people, profit, planet, and purpose/progress) informs my approach to both work and life because experience (and data) shows that a focus on culture, accountability, and community doesn’t just look nice on paper; it’s also better for business (and humanity).