IS AI
I CAN TELL your
(AND YOUR BOSS, CONSUMERS, AND INVESTORS CAN TOO)
...and I'm pretty sure you don't either.
And thanks to the onslaught of AI slop, human creatives, copywriters, and web designers are in more demand than ever.
You might not know what to look for yet. But your consumers can feel it. Your investors can. Your competitors (the ones who still have a human touching the words) - they DEFINITELY can.
So send me your pitch deck that didn't land.
Send me the concept board you're embarrassed by.
Send me the web copy that sounds like it was written by a committee of robots.
I'll fix it.
I don't plug myself into the wall at night...
BRANDS
I've worked with
These services are by referral and relationship only. If you're here, someone sent you. Let's chat!
Content Creation
Buyer Personas
Websites
Innovation
Design
You can't outmarket a bad product. And you can't write good copy or design a great website or concept board without understanding what you're actually selling and who actually wants it and why.
Before I type a word, or push some pixels, I'm neck-deep in the brand, the voice, the buyer personas and competitive landscape.
Lucky for me, that's the part I love most. The digging. The figuring out who this is for. The moment that insights break the project wide open and the whole build gets even better.
25 years in design. 16 in innovation. 14 in copywriting.
And I got to play with some really fun brands along the way :)
From insights to shelves.
One brain.
Copywriting
Ideation Workshops
Research
Concept Mockups
Brand Voice Dev
Recent
Projects
Coffee Innovation
Next Up
- Full immersions: in-store, social, online, and product research
- Competitive landscape analysis
- Thousands of clues distilled into dozens of insight themes
- Five strategic opportunity spaces
- Multiple product verticals: in-shell almond flour, and in-shell almond milk
- Five deep buyer persona avatars
- Concept boards, both written concepts and packaging design mockups
- Recipe development and research
- Research studies on U.S. consumer perception of in-shell products
- Barriers-to-trial guide
- Consumer communication and packaging messaging hierarchy
- Brand-agnostic certification iconography
- U.S. market consumer framework presentation for launching In-Shell Inside® products
The Deliverables
I partnered with a Swiss food technology startup to assist their U.S. market entry strategy.
We started with deep consumer immersions, competitive landscape analysis, building five delicious strategic opportunity spaces, five buyer personas, and a dozen fully written and designed concept boards across multiple product verticals.
From raw insight excavation to test-ready concepts and market launch guides.
Project Overview
IN-Shell Almonds
Research
Concepts
Copywriting
Buyer Personas
Innovation
Next Up
Pizza Innovation
- Consumer and category immersions: in-store, in-product, and social trend research
- Discovery and trend excavation workshops
- Competitive landscape analysis across four realted categories
- Over 2000 clues, 90 super-rich insight themes!
- Five strategic opportunity spaces
- Five deep consumer persona avatars
- Ideation and development of 15 new product concepts
- Written concept boards with benefit statements and naming
- Graphic packaging design mockups for each concept
- All concepts delivered test-ready
The Deliverables
Partnered with a globally recognized coffee brand obsession to develop new product concepts across creamers, grounds, whole bean, and single-serve pods.
I started with deep immersions into the coffee landscape, in-store, in-product, social trends, cultural shifts, followed by discovery workshops that excavated the opportunities. Five consumer avatars. Five strategic opportunity spaces. Fifteen concept boards written and designed, ready for testing.
From trends to testing in one done-for-you project.
Project Overview
Coffee Innovation
Video
Innovation
Concepts
Research
Copywriting
Pizza Innovation
Project Overview
Decade-plus partnership with one of the largest frozen pizza companies in the world, supporting innovation across the full portfolio, from premium to value, plus pizza snacking and pizza sandwich extensions.
In-home consumer immersions, demand landscape analysis across the pizza category and adjacent snacking spaces, and competitive mapping across brand tiers to protect against cannibalization.
Discovery and ideation workshops with brand and innovation teams. Hundreds of test-ready concepts delivered over the life of the engagement. A decade of trust, built one shipped concept at a time.
The Deliverables
- Consumer ethnography and in-home immersions across pizza occasions
- Category and product immersions in grocery, club, and convenience
- Demand landscape analysis across the frozen pizza category and adjacent snacking spaces
- Competitive landscape analysis across premium, mainstream, and value tiers
- Portfolio strategy support across multiple brands within one parent company
- Discovery and ideation workshops with brand and innovation teams
- Workshop facilitation and synthesis decks
- Strategic opportunity space identification
- Consumer persona avatars by brand tier and occasion
- Product and sub-line naming
- Written concept boards with benefit statements
- Graphic packaging design mockups for testing
- Hundreds of test-ready concepts delivered across pizza, pizza snacking, and pizza sandwiches
Next Up
Baby Food Concepts
Concepts
Innovation
Research
Baby Food Concepts
Project Overview
Partnered with a leading baby food brand to develop new product concepts in the toddler food and toddler snacking space.
Started with deep immersions into how today's parents actually feed their toddlers. What they buy, what they hide, what they post, what they Google at 11pm.
Discovery workshops surfaced the real tensions parents are navigating (clean ingredients vs. convenience, independence vs. mess, nutrition vs. "will they actually eat it").
Strategic opportunity spaces mapped.
Twelve concept boards written, designed, and delivered test-ready, plus a full video summary of the project for internal stakeholder alignment.
The Deliverables
- Consumer and category immersions: in-store, in-home feeding rituals, and social trend research
- Discovery and trend excavation workshops with the innovation team
- Competitive landscape analysis across toddler food and snacking
- Hundreds of clues distilled into rich insight themes
- Strategic opportunity spaces for the toddler space
- Toddler-parent consumer persona avatars
- Ideation and development of 12 new product concepts
- Written concept boards with benefit statements and naming
- Graphic packaging design mockups for each concept
- Project summary video for internal stakeholder presentation
- All concepts delivered test-ready
Next Up
Frozen Food Concepts
Video
Innovation
Concepts
Research
Frozen food Concepts
Project Overview
Multi-year partnership with a major frozen foods brand across some of their most strategic innovation pipelines. Meal appetizers, frozen snacks, frozen sandwiches, pizza snacking, and air fryer concepts.
Each engagement started where the consumer actually lives: grocery aisles, club stores, state fairs, farmers markets, food halls, online communities, and the freezers of real households. Category and demand landscape analysis mapped where the white space was.
Flavor immersions and trend excavation surfaced the textures, formats, and flavor territories worth chasing. Workshops aligned the innovation team.
Concepts written, named, and designed, ready for testing.
The Deliverables
- Consumer ethnography and category immersions: grocery, club, state fairs, farmers markets, food halls, online communities
- Demand landscape and competitive landscape analysis
- Flavor and format trend excavation across multiple verticals
- Discovery and ideation workshops with internal innovation teams
- Strategic opportunity space identification across five innovation streams
- Consumer persona avatars by category
- Flavor naming and product naming systems
- Written concept boards with benefit statements
- Graphic packaging design mockups
- Workshop facilitation and synthesis decks
- All concepts delivered test-ready across meal appetizers, frozen snacks, frozen sandwiches, pizza snacking, and air fryer formats
Next Up
Web Strategy
Innovation
Concepts
Research
Copywriting
Web Strategy
Project Overview
I developed Adelaide Rayne's dual-funnel brand architecture that separates her wedding content engine from her documentary photography practice, each with its own voice, its own consumer, and its own sales strategy.
Every word, strategy and pixel. From the USP and competitive positioning through the long-form sales copy that connects to the heart of a bride-to-be, to the email sequences that nurture, to the social strategy that converts.
This is what happens when strategy and creative work together in one complete done-for-you package.
The Deliverables
- Custom-designed information website
- Web copywriting, and long-form sales copy
- Buyer persona development
- Branding, USP, positioning and strategy
- Lead generation, on-screen pop-up offer
- Custom logo, brand style guide.
- Brand-voice development and usage guide
- Email strategy and content
- Social media strategy and content
- Print media: rack card
Next Up
In-Shell Almonds
Copywriting
Web Design
Brand Voice Dev
Branding
My favorite clients are the ones who are still building the plane during take-off.
If you've got a funded idea, a CPG product, and that slightly unhinged startup energy where everything feels possible and terrifying at the same time... we're going to get along great.
