I didn’t set out to build a business like this. It started with small design projects... logos & mailers for local businesses, working from my kitchen table or favorite local coffee shop.

Over time, I found myself shifting from "designer" to "designer who fixes brand problems." You see, not all brand problems are design problems. But my clients did not know that.

So they'd come for a rebrand. A new logo. New website. Only to find themselves in the same place six months later. The reality? Gorgeous visuals, in and of themselves, don't move the needle. Even if they're deeply strategic.

The pattern that became evident to me was this: Most small businesses aren’t lacking in their design efforts, they're lacking in brand's usability. This lack of ease (too many assets, a thousand versions of the logo, can't find files when you need them, which font is the "right" one? etc.) causes a crazy amount of inconsistency. And inconsistency in a brand creates a lot of friction both internally for a company, and externally in how your business is perceived by the public.

The work I'm drawn to now? It's not designing pretty things (although I do loooove that!). My passion is to come along side you and identify where your brand friction is, and then work with you to solve that. Fixing friction is what will move the needle. Sometimes that involves your design. Sometimes that means leaving your design alone and creating systems to make your brand easier to use, day in and day out. 

My approach is thoughtful and strategic, and also practical. I’m not here to overcomplicate things. I’m here to help you make sense of them. To create a brand that's friction-free, works in real life, and gives you confidence in how you present your business.

Whether you’re starting from scratch or refining what already exists, the goal is the same: To build a brand that supports you, not something you constantly have to second-guess and endlessly reinvent.

I've got two ways below that you can get started. Here's to great things ahead!

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