Brand strategy & creative direction
I help businesses find the brand inside the business they've become.
Fifteen years across boutique agency, hypergrowth startup, and global enterprise. Currently leading creative for Intact Insurance's Specialty division. Exploring brand director roles in complex categories.
Selected work
2018-2026
01.
Intact Insurance · 2026 · Self-initiated brand framework proposal
Surfacing a strategic gap leadership hadn't named.
A brand messaging framework built to make the case for a more deliberate brand model in a specialty insurance business growing faster than its brand architecture.
02.
Bevi · 2016–2018 · Series B & C · Visual Designer
Brand discovery happens in the field, not in the brief.
Field research with office managers revealed Bevi's real buyer wasn't the sustainability-and-health audience the brand was courting — it was the person who wanted one less thing to manage. The work reoriented Bevi's messaging hierarchy during an 18-month stretch in which the company grew 900%.
03.
Intact Insurance · Surety · 2024–2025 · Creative direction
The CTA was access to a platform. The outcome was a bigger broker network.
The relaunch campaign for BondClick, an online surety bond binding platform. Driving a 148% increase in bonds bound and a 66% increase in active broker accounts, and laying the creative foundation for international rollout to Canada and the UK.
