Brand and creative leadership for transformative growth.

Creative executive with 16+ years building brands at Banana Republic, Aritzia, Article, lululemon, and Formula Fig. I've named the franchises, written the voice systems, scaled the teams, and led the campaigns that drove cultural momentum and commercial impact.

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Projects

Integrated Strategy & Creative Leadership

I work with executive teams to translate vision into operational strategy. From narrative frameworks to content ecosystems, creative systems to integrated campaigns — bringing the clarity, cohesion, and scale required for long-term growth.

Let’s connect → hello@steviewilson.ca

    • Whitespace research & competitive mapping

    • Market orientation analysis

    • Brand storytelling pillars & messaging framework

    • Positioning strategy for new launches or repositioning

    • Leadership support for creative and brand functions

    • Organizational design & team structure guidance

    • Mentorship frameworks for senior and emerging talent

    • Scalable processes, templates, and playbooks to enable high-performance

    • Brand and marketing audit for alignment and impact

    • Strategic recommendations across brand, content, and campaigns

    • Guidance on channel prioritization and audience engagement

    • Executive-level partnership to align creative vision with business goals

    • Voice archetype and tone-ladder frameworks

    • Key messaging patterns, approved vocabulary, and brand grammar

    • Guidelines for consistency across all channels (web, email, social, ads)

    • Strategic direction for voice in campaigns, product launches, and content

    • Campaign brief development and strategic messaging direction

    • Voice architecture for product launches and brand moments

    • High-stakes brand and copy systems for new ventures and rebrands

    • Strategic copywriting led by 16+ years of brand experience

    • Content ecosystem audit & gap analysis

    • Audience segmentation, journey mapping, and messaging pillars

    • Editorial calendar strategy and content mix recommendations

    • Team workflows, governance, and performance measurement frameworks

    • Assessment and optimization of creative operations

    • Systems and infrastructure to scale creative output efficiently

    • Tools and processes for cross-functional collaboration

    • Executive-level guidance for operational clarity and alignment

    • Campaign strategy and planning across product, brand, and marketing initiatives

    • Coordination of creative, media, and content strategies to maximize impact

    • Oversight of execution while maintaining strategic alignment

    • Measurement frameworks linking campaigns to business outcomes

Strategy and narrative, built to land with purpose and drive long-term value

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  • I'm a senior brand and creative leader with 16+ years building global brands across fashion, beauty, wellness, and DTC. My work sits at the intersection of culture, commerce, and creativity — leading the strategy, voice, and creative systems that help brands scale with clarity and impact.

  • I work with founders, executives, and senior brand leaders who are ready to elevate their brand’s impact. Whether you’re launching a new venture, refining an existing brand, or optimizing creative operations, I collaborate closely to translate vision into measurable outcomes.