What do you do? It’s a question thrown uncautiously into the wind at parties. A clumsy enquiry that bookends mentions of the weather and how you know the host. The answer is either glazed over or full of smoke. Here’s mine, with a bit of both.

I can make little things sound big and big things sound like they happen easily. If you love what you do, I can break that love story down and make it feel familiar. I can help people see and hear themselves in something or someone they’ve never laid eyes on. I’m optimistic and curious. That helps me see the beautiful parts of the world. The rest of what I do is easy: I come up with the right words and images to make them visible.

What that looks like: brand storytelling (manifestos, taglines, scripts, articles, essays), verbal direction (tone of voice, persona, syntax, nomenclature, in-house training), creative strategy (benchmarking, positioning, audience definition, campaign ideation, roll out), naming (brands, products, etc.) and creative direction (brand, photography, film, spatial experiences).