My goal is to tell a story—to create an invisible thread that runs through a brand's different components, marketing, social media channels, and emails. This creates a cohesive narrative that ties the company to a purpose. These strategies are based on values, and every story ends with a call-to-action that connects to a customer value.

My process involves studying what is trending and determining what, if anything, works with a company's brand. I then explore how we can morph the brand to incorporate those trends without losing the brand's core values and image.

It's also about understanding metrics across our emails and social media threads. This means identifying which channels are truly important for the company and its clients. We need to know which channels they are using, how well our creative work is performing on those channels, and how to adjust or improve our designs based on that data.

This requires having an overview of campaigns with clear metrics, showing whether engagement has risen or fallen and if that engagement is turning into actual value, such as sales or new clients.

This idea of "The Thread" is my approach to brand identity and its execution. It asks: How do we create a story that plays out like a movie for our audience? How do they become part of this never-ending thread, and how does that thread, in turn, tie into their own stories?