A STRATEGICALLY MINDED CREATIVE
BRAND & DESIGN
Creative leader with over 20 years of experience helping brands grow by going deeper—not broader. I bring a rare blend of business instinct, creative rigor, and human insight, shaped by a life that hasn’t followed a straight line—from running a family business to building campaigns for global icons like Dell and Cirque du Soleil. Whether I’m guiding a founder-led brand through transformation or leading a team of creatives, my work is grounded in clarity, meaning, and the courage to be specific. I’m also the co-founder of a strategy-first studio and an educator committed to shaping thoughtful, fearless creatives.
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I believe in clarity. And I believe in chaos. In strategy that feels. In creativity that thinks. I don’t pick sides. I build bridges. Between minds. Between disciplines. Between the unlikely and the unforgettable. I’ve sat in the rooms. Heard the silos speak. Strategy in charts. Design in moods. Creative chasing pretty. Meaning left behind. So I learned the languages. All of them. And started translating. I live in the middle. Where instinct meets insight. Where business has a pulse. And brand has a backbone. No formulas here. But there is a process. Show up. Do the work. Make space for magic. Trends don’t move me. Truth does. The kind of truth you feel in your chest. Not your feed. I don’t build brands. I build belief. With people. Not at them. From the inside out. Because nothing is ever just one thing.
It’s always both/and.
It’s always both/and.
I UNDERSTAND BUSINESS BECAUSE
I’VE LIVED IT.
I’ve solved for survival before strategy.
My first real education in business didn’t come from a classroom — it came from watching my father run a business with his hands, heart, and grit. When he got sick, I stepped in. I was 19. It wasn’t a choice — it was survival. No brand playbooks. No case studies. Just payroll, inventory, hard calls, and a team depending on me. That’s where I learned what brand really is — not a logo, but a promise you fight to keep.
Two
I’VE IDENTIFIED THE TENSION
BETWEEN STRATEGY AND CREATIVITY —
AND KNOW HOW TO BRIDGE IT.
I’ve sat in the silence between the brief and the breakthrough.
I've been between the strategist who needs more insight, and the creative who wants more freedom. I’ve seen brilliant strategies die in Google Drive. I’ve seen beautiful creative that had no business purpose. My job? To bridge that gap. To turn tension into traction.
Three
I BRING CLARITY AND CREATIVITY TOGETHER —
TURNING INSIGHT INTO ACTION.
TURNING INSIGHT INTO ACTION.
I’ve seen how clarity dies in a deck and how creativity dies without it.
A lot of brand strategy sounds smart but doesn’t move anyone. A lot of creative looks beautiful but doesn’t mean anything. What I care about is: what’s the one truth that unlocks the work? What’s the insight that moves people — and moves the business?
Four
I ENERGIZE TEAMS THROUGH PROCESS,
TRUTH, AND TRUST.
TRUTH, AND TRUST.
I’ve seen what happens when people stop trusting the process or themselves.
Creative teams don’t need a guru. They need someone who makes the space feel safe, structured, and worth showing up for. I believe in truth over politeness, structure over chaos, and real trust built over time.
Five
I DON’T JUST DELIVER. I INVITE PEOPLE IN
TO BUILD SOMETHING MEANINGFUL, TOGETHER.
TO BUILD SOMETHING MEANINGFUL, TOGETHER.
I’ve learned that buy-in isn’t earned at the end, it’s built from the beginning.
The best brand work I’ve done? It didn’t come from the deck. It came from the room. From the moment the founder spoke from the heart. From the workshop when someone said, ‘This finally feels like us.’ I believe in co-creation. In making people feel seen, not just sold to.
CLIENTS DON’T NEED MORE JARGON.
THEY NEED CLARITY THAT LEADS TO COURAGE.
Too many frameworks. Too much fluff and not enough sense.
I keep it simple, not simplistic so we can get the job done. Business-first, human-centered, strategy-informed, and creatively fearless.
WHY IT MATTERS
Clarity on the business problem
Clarity on the customer
Clarity on the strategy
Clarity on the positioning
Creative courage
THIS ISN’T A FORMULA. IT’S A MINDSET.
Brands Built to Matter
Forged on both sides of the brief in pursuit of work that moves and matters.
ARTS & CULTURE Cirque du Soleil, Galerie Antoine Ertaskiran, McCord Museum, Montreal Museum of Fine Arts, OFFFQc Festival, Sensation Mode BEAUTY & WELLNESS Baxter of California, GelMoment EDUCATION McGill University FASHION & LIFESTYLE BT Supply Co., Crooks & Castles, Joe Fresh, Kiki de Montparnasse, MLG House of Brands, New Balance, Psycho Bunny, SportChek, Tefron, Terramar, Thorlos FOOD & BEVERAGE, CPG Goose Island Beer Co., SAQ, Santoro HOME, RETAIL CONSUMER GOODS Burdge Cooper, Centre Rockland, Northstone, RONA TECHNOLOGY DELL, nformal TOYS & KIDS Mattel, Mega Brands HOSPITALITY Co. AGENCY LIFE DTBM, orangetango, Sid Lee Montreal & Toronto, TUX CLIENT SIDE Cirque du Soleil, Mattel, Mega Brands, Psycho Bunny