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BEAUTY · BRIDAL · SERVICE EXPANSION

Gordon Bridal

Developed the strategic foundation for Gordon Bridal — a premium extension of Gordon Aveda Salons designed around bridal beauty, stylist partnerships, wellness, and experience-led growth.
Brand Strategy
Service Design
Vendor Partnerships
Growth Strategy
New Built positioning for an entirely new business division.
Premium Extended Gordon’s reputation into a luxury bridal experience.
Growth Created a scalable structure for recruitment and partnerships.

Gordon Aveda Salons had built long-standing trust across Chicagoland and the North Shore, creating an opportunity to expand into premium bridal experiences.

The challenge was creating a service model that could attract brides, recruit artists, and support long-term growth without losing the existing Gordon identity.

Developed positioning, recruitment messaging, vendor concepts, service architecture, and launch planning alongside executive leadership.

Created a clearer path for Gordon Bridal to become a new growth channel while reinforcing Gordon’s premium reputation.

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BRAND CONSOLIDATION · CHANGE MANAGEMENT · ORGANIZATIONAL STRATEGY

SI Team

Developed the strategic consolidation plan to unify multiple business divisions under a clearer shared identity. The project focused on simplifying communication, improving brand architecture, and creating stronger alignment across growth initiatives.
Brand Architecture
Organizational Alignment
Digital Consolidation
Change Strategy
4 Business entities evaluated for consolidation and alignment
One Shared identity designed to reduce confusion and strengthen communication
System Created a scalable structure for future marketing and operations

Sampling International had expanded into multiple divisions over time. Growth created overlap in communication, brand structure, and customer understanding across the organization.

The challenge was not creating another visual identity. It was creating clarity across teams, offerings, and customer understanding while preserving the value of each business unit.

Led audit work, positioning development, brand architecture recommendations, digital restructuring concepts, rollout planning, and executive communication strategy.

Created a clearer path toward a more unified organization designed to support future growth, simplify customer understanding, and improve internal alignment.

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BUILDING MATERIALS · INVENTORY INTELLIGENCE · SaaS

Haystack Technologies

Led brand strategy, product positioning, technical marketing, and go-to-market development for Orbit — a patented inventory intelligence platform designed to reduce sample waste and improve operational visibility across the building materials industry.
Brand Strategy
Technical Marketing
Go-To-Market
Executive Leadership
Positioning Established a market narrative for an emerging category.
Product Translated technical infrastructure into customer understanding.
Growth Supported executive communication and adoption strategy.

Physical samples drive product selection across building materials, yet most organizations operate with limited visibility into movement, engagement, and business impact.

Orbit required a commercially relevant narrative capable of translating technical inventory intelligence into a solution customers could immediately understand.

Directed technical marketing, positioning, customer education, and go-to-market strategy while aligning messaging with real workflows and adoption barriers.

Supported positioning, pilot communication, executive messaging, and broader industry education as Haystack expanded into the flooring and building materials market.

CPG · CONSUMER BRAND · CATEGORY CREATION

Peelz Fruit Wraps

Directed brand strategy and growth communication for a rapidly expanding consumer brand introducing a tobacco-free wrap made entirely from real fruit.
Brand Strategy
Retail Communication
Consumer Insights
Growth Strategy
10+ Countries supported through expansion and growth strategy
New Defined customer understanding around a new category experience
Early Involved before website, packaging, and distribution maturity

Peelz introduced a fundamentally different product experience through wraps made entirely from real fruit.

The challenge was not awareness. It was helping consumers understand a category they had never experienced before.

Directed brand development, retail communication, audience growth, and market positioning in partnership with the founder.

Strengthened Peelz’s positioning while supporting digital growth, retail communication, and international expansion.

FITNESS · MERCHANDISE · RETAIL STRATEGY

ONYX Merch

Developed a limited-edition merchandise partnership concept for ONYX Pilates, designed to create a new retail revenue stream while reinforcing the studio’s community, brand identity, and member experience.
Merch Strategy
Retail Partnership
Product Design
Revenue Stream
New Designed a new retail concept beyond traditional studio services.
Limited Structured the offer around small-batch drops and community demand.
Retail Created a low-risk merchandise model for wellness and fitness brands.

ONYX Pilates had strong studio loyalty, recognizable brand language, and an opportunity to turn member affinity into a small but meaningful retail experience.

The challenge was creating a merchandise model that felt intentional and on-brand without adding operational complexity or large upfront inventory risk for the studio.

Developed limited-edition product concepts, pricing structure, profit-share thinking, retail display ideas, drop cadence, and branded messaging around studio community.

Created a repeatable merchandise partnership model that could generate incremental revenue, deepen member connection, and preserve the ONYX relationship beyond front desk shifts.