Big Feelings.
Clear Ideas.
Most people think in words, visuals, or numbers.
I think in emotion.
I’m a creative lead & writer who has worked with brands like Strava, Google, Atlanta United, and ESPN.
Give me the research and the business problem (or the opinions in the room). I want to find the human truth underneath it all. That might become a narrative, campaign idea, or a brand's point of view.
Selected Work
You can know everything about your audience and still not understand them.
I work through A Side of Greens, my independent creative consultancy for teams trying to turn everything they know into something people can actually feel, care about, and recognize themselves in.
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you have plenty of research, but the story still isn’t there.
the strategy makes sense on paper but isn’t giving the creative team enough to work with.
everyone keeps revising the words because the thing upstream hasn’t actually been solved.
you know what you want people to understand, but haven’t figured out what will make them care.
Services
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When the strategy is there, but the story still isn’t clear. I turn research, product truth, and audience insight into a narrative and messaging system teams can align around.
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For brands that know how they want to sound but struggle to scale it. Practical voice systems, channel guidance, and playbooks that make consistent decisions easier.
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When the brief is full of information but missing the organizing idea. I create territories, campaign platforms, and launch concepts that connect strategy to something people can care about.
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For when the thinking is right and needs to reach the world. Think: campaign copy, launch narratives, naming, taglines, web, and brand language that keep the idea intact.