Within the complex context of content creation, I strive always to keep the interests and biases of the specific target audience at the forefront throughout the entire creative development process. I work to express the brand's identity and voice through appropriate modulation of tone, vocabulary and register. I believe strongly that, lacking these foundations, no amount of creativity, explanations of benefits, or other persuasive devices can be fully effective.

I enjoy learning the ins and outs of a client's business and marketing strategy to make sure my creative output tracks accordingly. I work independently or as part of a larger, interactive creative team.