I'm a creative before I'm anything else. I studied advertising and film, worked in editing and design, and ended up in brand strategy because it turned out to be the same job: figure out what a thing is actually about, then give it a shape people can follow.

What grabs me is finding order in the madness. A program with six owners, a brand nobody can describe in a sentence, a pile of decks that all say something slightly different. I like walking into that and leaving a system behind: a name, a voice, a structure, a pipeline that keeps working after I've left the room.

I've spent more than four years doing this inside a Fortune 500: naming its AI and its learning programs, leading its tone of voice, running the brand and content newsletter, and building the tools that keep a brand consistent at scale. Some of that work ended up in train stations and airports on five continents, won industry awards for design and messaging, and reached millions of people on YouTube.

Now I work freelance as The Same Shape, a small brand strategy and video content practice. I work with creators of all shapes and sizes to build content pipelines that scale: one shoot turned into everything the channel needs, without losing what made it worth watching.