Smart ideas deserve strong brands

For innovations to succeed, they need to be understood first, then loved. I help companies build brands that do both.

Together with a team of ace strategy, writing, and design partners, vs. Goliath provides focus to your brand and takes a systematic and creative approach to extending it across the right brand experiences.


1. Discover

Let's start by uncovering hidden truths about your offering: who needs it and why does it beat the alternatives?

  • Brand Audit
  • Competitive Analysis
  • Audience Definition
  • Stakeholder Interviews
  • Market Insights

2. Strategize

Using a combination of creativity and business acumen, we’ll shape your brand’s core purpose, structure and story.

  • Brand Strategy
  • Brand Architecture
  • Positioning
  • Messaging
  • Experience Strategy

3. Design

We’ll hand craft the verbal and visual building blocks to consistently spread your brand gospel across any medium.

  • Identity Design
  • Brand Guidelines
  • Naming
  • Voice & Tone
  • Tagline & Content


It didn’t take an army to defeat Goliath, just a slingshot and a strategically placed rock.

I’m a strategist with deep experience building brands that resonate in evolving markets like urban mobility, big data, and 3D printing. My knack for storytelling, simplifying complex ideas, and creative design has helped startups, government agencies, and Fortune 500 companies turn their smart ideas into strong brands.

My combined in-house and agency experience brings a unique perspective on how brand building impacts the bottom line and how to bring together multiple points of view into a cohesive strategy.