Brand & Creative Direction
The problem I solve:
“Our brand story isn’t landing clearly or consistently.”
I lead creative direction that aligns brand, product, and marketing into a cohesive narrative system. This isn't about making things look good—it's about defining how a brand should feel, sound, and show up, then guiding teams toward that vision with taste, judgment, and clarity.
My focus is translating complex ideas into compelling, accessible storytelling so every touchpoint feels intentional, differentiated, and human.
Where Brand Direction Matters Most
Brand & creative direction becomes critical when:
Premium positioning requires visual and narrative precision (Anova's design-forward culinary brand competing against commodity kitchen tools)
Complex products need translation into clear consumer benefits (sous vide, chamber vacuum sealing, smart thermometers)
Founders need a creative partner who can shape brand identity and execute it (Combustion's evolution from tech product to aspirational cooking brand)
Enterprise teams need a creative north star to align around (Food Network's digital content across 50+ talent franchises)
How Creative Direction Shows Up
This isn’t separate from execution - it’s embedded in every layer of how brands communicate:
Narrative Framing & Positioning
Defining the core story: What does this brand stand for? What transformation does it enable?
Example: At Anova, I helped position products beyond "precision cooking tools" into "creative enablement for home chefs"—elevating from technical specs to aspiration
Visual & Tonal Consistency
Establishing design systems that scale: color, typography, photography style, layout principles
Creating voice guidelines that feel human, not corporate
Example: Established Anova's premium, design-forward brand identity that increased audiences by 30%.
Complex → Clear Translation
Making technical products emotionally resonant
Example: Sous vide isn't about "precise temperature control"—it's about "restaurant-quality results at home"
Cross-Channel Creative Cohesion
Ensuring brand intent survives across paid ads, email, social, website, packaging, events
Example: Led Anova's creative across Meta ads (5.0 ROAS), email ($700K quarterly revenue), social (800K+ followers), and experiential marketing
What This Enables
When brand direction is clear and consistent:
For Teams:
Faster decision-making → No endless debates about "does this feel on-brand?"
Aligned execution → Freelancers, agencies, and internal teams work toward the same vision
Confident creativity → Teams know the guardrails and can innovate within them
For Business:
Stronger brand recall → Consistency builds recognition
Premium positioning → Thoughtful creative justifies higher price points (Combustion: 20% AOV increase)
Better performance → Clear messaging converts (q4 5.0 ROAS on Meta)
For Customers:
Clarity → They understand what you offer and why it matters
Trust → Professional, consistent brand presence signals quality
Connection → Human storytelling builds emotional investment
How I Work
My creative direction process:
1. Insight First
I start with the audience: What do they need to understand, feel, or believe? What transformation are we offering? This insight becomes the foundation for all creative decisions.
2. Define the North Star
I establish the creative vision—how should this brand look, sound, and feel? What makes it distinctive? This becomes the reference point for every execution.
3. Build the System
I create guidelines, frameworks, and references that allow teams to execute consistently without me being in every meeting. The system should enable speed while protecting quality.
4. Guide the Execution
I direct key moments—launches, campaigns, critical touchpoints—ensuring creative intent survives production. I'm hands-on where it matters most.
5. Evolve with Feedback
I track performance, gather feedback, and refine. Brand direction isn't static—it evolves as you learn what resonates.
Where This Shows Up
Product Launches
New products need clear positioning, compelling creative, and multi-channel storytelling from day one.
Example: Anova Precision™ Chamber Vacuum Sealer
Premium positioning strategy
Launch creative direction across paid, email, social, web
Product education content that translated technical features into benefits
Result: Successful entry into new product category
Brand Campaigns
Seasonal moments, brand repositioning, or cultural connection require cohesive creative across channels.
Example: Combustion Brand Storytelling
Defined brand narrative around "cooking confidence" and "effortless precision"
Directed YouTube content strategy and visual identity
Result: 200K+ new subscribers in 3 months, 40% YoY revenue growth
Category Education
Complex or emerging categories need patient, clear storytelling that builds understanding over time.
Example: Food Network Digital Content
Directed culinary storytelling across 50+ talent franchises
Established quality standards and creative consistency
Result: 2,000+ videos annually, hundreds of millions of views
Cross-Channel Brand Systems
Ensuring brand shows up consistently from first impression to post-purchase.
Example: Anova's Integrated Brand System
Creative direction across Meta ads, email, social, website, events, packaging
5.0 ROAS on paid media
$700K quarterly email revenue
35% audience growth since 2022