How we can work together
I partner with teams on a freelance, project, or fractional basis to clarify brands, design experiences, and build the systems that help both work in the real world.
If you’re staring at something important but fuzzy, you’re in the right place.
Sometimes the work starts with brand strategy. Sometimes it starts with a leaky experience. Sometimes it starts with cider. The common thread is creating something people can understand, feel, and remember.
I work especially well with teams that care deeply about people’s experience — whether they’re building a product, a service, a program, a brand, a guest experience, or a cider offering.
Three ways to start
Clarity + Experience Mapping
A short, focused project to untangle what you’re building — from the offer itself to the experience around it. Together, we clarify the idea, map the current journey, sketch the ideal journey, and identify the biggest gaps to address first.
Good for: new offers, repositioning, messy onboarding, confusing communications, unclear customer journeys, or “we know something’s off, but we can’t see it yet.”
Service + Journey Overhaul
A deeper project to redesign a full experience arc – from first touch to follow-up.
Depending on the work, that can include strategy, positioning, UX/UI, messaging, service design, operational details, team enablement, and the internal handoffs that make the experience actually work.
Good for: onboarding, support journeys, guest experiences, program design, service redesign, and sales-to-success handoffs.
Fractional Brand + Experience Lead
Ongoing support for teams that need an experienced partner to connect the dots across brand, communication, journey design, and execution.
I step in as a strategic owner for the experience — helping the whole thing feel like one story instead of five disconnected teams.
Good for: launches, scaling, experience redesign, evolving brands, team transitions, or “we need an adult in the room for this.”
What I’m especially good at
- Turning fuzzy ideas into clear offers people understand
- Designing end-to-end journeys across digital, in-person, and operational touchpoints
- Making communications clearer, kinder, and less corporate-word-salad-y
- Bringing surprise and delight without tipping into cheesy
- Building systems teams can actually run — playbooks, training, templates, and tools
What it feels like to work together
Clear scope. Fast learning. Real collaboration.
And deliverables people actually use — not something that quietly dies in a Google Drive folder.
I’m collaborative, practical, and very good at finding the signal in the mess. You’ll get clarity, momentum, and work designed for real life.
Cider-related projects
I also take on select cider-related work, especially where education, experience, and community overlap.
That can include tasting concepts, event ideas, storytelling, customer experience, and helping breweries think more intentionally about cider as an offering — whether that means creating a better guest experience, shaping a more thoughtful cider program, or exploring cider as a new revenue stream.
Tell me about your project
Have something fuzzy, leaky, or important? I’d love to hear what you’re working on.