I help brands become themselves through proven strategy, identity, and creative direction.
Twenty years of brand strategy, creative direction, naming, and verbal identity. Clients across fashion, wellness, tech, and consumer goods, from founders just starting out to companies large enough to know better. Shade Tactics is how I do it. Five components. Twelve archetypes. Built from Jung. It treats a brand the way a person figures out who they are: in layers, not all at once, and not without contradictions.
Selected Projects
The Framework
Marketers stole archetypes from Jung and reduced them to personality. Shade Tactics restores them to psyche: a brand strategy framework built on five components and twelve archetypes that map how brands actually behave. Layered, contradictory, built to evolve. It's how I work with founders and teams who want a brand that holds up at the shelf, on the screen, and years after the launch.