Hi! I’m Laura –

interdisciplinary strategist, born provocateur, and avid creativity enthusiast on a mission to make boring brands extinct.

I specialize in three realms of strategic work:

  1. Cultural Intelligence
    // tracking + analyzing emergent trends + movements to harness moments that matter and inspire authentically human-centric brands

  2. Creative Strategy
    // writing bold briefs and working closely with creative teams to craft ideas that release that sweet, sweet combo of cortisol and oxytocin in people’s brains*

  3. Social + Innovative Media
    // guiding strategic experimentation and content creation for emerging platforms + tactics, establishing bespoke best practices for brands to breakthrough + resonate with online audiences

So – whether you need an “aha”-inducing creative brief, ongoing trends and insights to inspire content creation, or a comms plan that disrupts category conventions –

I can promise it won’t be boring.

*that’s what happens when humans hear a great story
(and what makes them remember a great brand)

  • Creative output begins with creative input.

    Whether you need regular cultural intelligence for always-on content, stimulus for an internal brainstorm, or a deep dive into a new audience – I search for the surprising insights and overlooked opportunities with outsized potential to fuel breakthrough work.

    Example Outputs:

    • Consumer Insights

    • Cultural Insights + Trendspotting
      (Weekly / Monthly / Quarterly / Ad Hoc)

    • Thought Leadership Ghostwriting + Design

    • Market Research + Competitive Auditing

    • Audience Personas + Segmentation

    • Test + Learn Agenda Setting

  • Attention follows originality.
    Sure, best practices are good to know, but only when brands thoughtfully break those conventions do they truly grab attention – and emotion.

    I take a world-building and editorial approach to social and content strategy, building brands with a unique point of view that audiences actually want to engage with.

    Example Outputs:

    • Brief Development + Creative Kickoff

    • 360 Content Strategy + Ideation

    • Social Strategy + Ideation

    • Platform-Specific Strategy + Ideation (e.g. TikTok, Instagram, Pinterest)

    SMB Creative Services:

    • Social/Digital Copywriting

    • Social/Digital Campaign Extension Concepting

    • Website Design

  • Big ideas start with bold briefs.

    Whether for a pitch, product launch, or brand initiative – I aim to bring something unexpected to every brief, and I’m always eager to roll up my sleeves alongside the creative team to crack it.

    Example Outputs:

    • Brief Development + Creative Kickoff

    • Creative Sprint Workshops

    • Client/Agency Spark Sessions

    • Creative Platform Development

    • Concept Evaluation + Development

  • Sticky brands start with solid blueprints.

    From social to sales, a single-minded brand story is paramount to harnessing mental availability, while clever comms planning can be the winning advantage over competitors.

    I take a thorough, collaborative, and human approach to brand planning, creating clear guidelines for today and preparedness to evolve tomorrow.

    Example Outputs:

    • Brand Positioning (Refresh/From Scratch)

    • Persona/Tone of Voice Definition + Playbook Development

    • Comms Planning (Campaign or Annual)

    • Messaging Hierarchy + Strategy

    • Social/Digital Ecosystem Design

    • Platform/Channel Strategy

CASE STUDY: OWN THE OCEAN

• the human truth that caught a cultural wave to keep oceans clean

• the human truth that caught a cultural wave to keep oceans clean

SITUATION
More than 250M metric tons of plastic pollution are suffocating Earth’s seas. With 11M more added each year, it’s clear this crisis isn’t getting the attention it needs. Why? Well, no one’s really responsible for the ocean – no nation, no individual, no centralized organization… the ocean “belongs” to all of us, but this diffusion of responsibility tends to beget neglect. As a hero for water in and outside the home, Moen knew it needed to do something about it.

INSIGHT
When we own something, we take care of it.
We buy flood insurance for our homes, we dry clean our down comforters, we buy raincoats for Birkin bags for God’s sake (ok, that one might be a little niche, but you get the idea).

EXECUTION
As we contemplated ways to inspire a sense of ownership, we were also tracking an emerging cultural conversation around NFTs – a new technology challenging notions of ownership altogether. We seized the moment, hitching a human truth to a cultural wave by creating the first NFT collection to put ownership of the ocean up for auction. Five artworks represented five specific epicenters of ocean plastic, and proceeds went toward keeping each one clean.

RESULTS
All five NFTs sold for 3x their asking price – raising funds for our NGO partner 5Gyres, a monumental 1,377% increase in traffic to Mission Moen, and most importantly – a true sense of ownership over the health of our oceans.


got a brief that’s in need of big thinking?

a stale social presence begging to be something more?

a brand with a relevance problem?

a problem-definition-problem?

Let’s talk.