STRATEGY
By immersing myself in their worlds, online and offline, I uncover tensions, motivations, and opportunities that sharpen positioning and spark cultural relevance.
Great strategy isn’t about chasing trends—it’s about knowing where a brand truly belongs. I bring a human dimension to data, transforming insights into action. The result? Brands that don’t just reach people, but resonate with them—and move business forward in the process.
Focus
BRAND STRATEGY
BRAND POSITIONING STRATEGY
CREATIVE STRATEGY
CULTURAL STRATEGY
CONSUMER INSIGHTS + RESEARCH STRATEGY
ENGAGEMENT STRATEGY
work
work
■ University of Rochester: For All By All
Transforming equity and inclusion into actionable impact
In a time of heightened social unrest, colleges and universities faced growing tensions, protests, and division on campus. The University of Rochester’s Office of Equity and Inclusion (OEI) recognized the need to move beyond performative statements and take real action. However, their role within the institution was unclear—both internally and externally.
Agency: Truth Collective
The Challenge
They needed a strategic framework to define their purpose, unify stakeholders, and drive lasting impact.
I facilitated a workshop for leadership across the university where we examined the history of social justice movements and the larger societal implications that play out on campus for students, faculty, and the administration. The session led to an honest dialogue about OEI’s role and the university’s responsibility in broader societal discourse.
Key revelations emerged:
Passion existed, but clarity did not. Stakeholders were deeply committed but lacked a shared understanding of how OEI should function within the institution.
Inclusion must be a shared responsibility. Equity cannot sit with a single office—it must be embedded into the university’s DNA.
Brand Promise: The University of Rochester Office of Equity & Inclusion is bridging the gaps toward ever better.
Strategy: Positioning OEI for Influence Not Just Serve Pro
Positioning OEI as a driving force for institutional change meant creating a comprehensive brand and communication strategy that clarified OEI’s role within the university’s structure and mission. Positioned the office as a proactive force in shaping campus culture and shifted ownership of inclusion from OEI alone to a collective university-wide effort.
For All. By All. , provided a cohesive Identity with messaging that reinforced equity as a shared institutional effort. By turning abstract commitments into clear, actionable strategy, OEI evolved from a department seeking relevance to a recognized institutional force. The University of Rochester’s approach to equity and inclusion became more than a statement—it became a cultural shift.
Results: A transformation was reflected in measurable student perceptions
The "Boundless Together" Conference – A high-impact launch event that introduced OEI’s new positioning and mobilized students, faculty, and staff.
65% of students said their campus has a strong mix of racial and cultural backgrounds and the environment felt more inclusive.
80% of students said their campus has a strong international student presence, highlighting the university’s ability to attract and support an internationally diverse student body.
Diversity is not black and white it's a spectrum. While inclusion is a universal need, we all want different things. The University of Rochester’s Office of Equity and Inclusion empowers everyone to shape their own sense of community participation.
Boundless Together Conference
For All. By All. Signage throughout campaigns
Workshop whiteboard
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While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.