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Fashion & Hospitality

Creative Strategy, Brand Development, PR

I've helped many business transform their creative vision into tangible brand experiences across fashion and hospitality. Whether helping startups find their voice or expanding established brands into new territory, I build narratives that resonate with audiences and drive business growth.

Featured Work

Toe Jamm Shoes 

The Challenge: 

Create a distinctive brand identity for a luxury handmade children's shoe company entering a competitive market.

 

The Approach:

I developed a brand narrative centered on craftsmanship and emotional connection, positioning these shoes as heirlooms rather than mere products. By highlighting the founders' passion and artisanal process, I elevated the brand story beyond fashion into family legacy.

 

The Deliverables:

  • Brand positioning and messaging framework

  • Website copywriting emphasizing craftsmanship

  • "Handcrafted in Downtown Los Angeles" story

  • Brand manifesto highlighting ethical production

 

The Results:

Successfully launched the brand with a compelling story that resonated with premium consumers seeking meaningful products for their children.

BellyQ Restaurant

The Challenge:

Build a bold identity for celebrated Chicago chef Bill Kim's fourth restaurant that would stand out in a competitive culinary landscape.

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The Approach:

I created a standalone narrative that balanced Chef Kim's established reputation with a fresh concept. The "Tradition Amplified" positioning celebrated Korean BBQ roots while embracing modern innovation.

 

The Deliverables:

  • Website copy and menu descriptions

  • Press release introducing the concept

  • Brand manifesto for the corporate handbook

  • Consistent voice across all touchpoints

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The Results:

BellyQ launched to critical acclaim, with the brand story helping to position it as a unique addition to Chicago's restaurant scene.

BODi Apparel

The Challenge:

Transform what started as a seasonal product line extension into a sustainable, year-round business.

 

The Approach:

I developed a distinctive brand voice and storytelling strategy that positioned BODi Apparel as lifestyle essentials that extend beyond workout sessions. Creating the #madeformoving concept, I established an emotional connection with consumers seeking versatile activewear.

 

The Deliverables:

  • Brand voice guidelines and messaging framework

  • Copy for 100+ SKUs across seasonal collections

  • Campaign concepts for annual events reaching 20,000 attendees

  • Content strategy for ongoing engagement

 

The Results:

Helped grow BODi Apparel from a supplementary offering into a $6 million business with loyal, repeat customers.

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