How I Work

Services

The Brand and Narrative Audit

A focused diagnostic. Where the brand is, where the gaps are, what to fix first. Written summary and read-out call your team can act on immediately.

Two-week engagement · Project-based

The Strategy Sprint

Defined scope, clear deliverables, clean handoff. Positioning, messaging architecture, voice, campaign briefs, copy. A strategic foundation your team can run with. This engagement can become the foundation for an ongoing Fractional partnership.

Four to eight weeks · Project-based

Fractional Brand Leadership

This isn't consulting from a distance. I'm embedded in your brand, your team, and your creative decisions — the same caliber of thinking you'd get from a full-time executive, without the full-time commitment.

Three-month minimum · Ongoing retainer

Brand and content leadership at scale.

Sixteen years building the voice systems, brand strategies, and editorial frameworks behind lululemon, Aritzia, Banana Republic, and more. I work with founder-led brands who've outgrown their origin story or content strategy, and need senior brand leadership to scale what's next.

See How I Work

  • For founder-led brands who've outgrown their origin story. I build the positioning architecture, market orientation, persona and customer development, messaging hierarchy, and brand narrative that gives your whole team something to work from — and something to say. Creative-led strategy, not framework-heavy consulting.

    • Whitespace research & competitive mapping

    • Market orientation analysis

    • Persona & customer development

    • Brand storytelling pillars & messaging framework

    • Positioning strategy for new launches or repositioning

  • Concepts, story arcs, and channel planning that compound into a brand — not just content. I lead creative strategy across social, email, web, and experiential, and manage production partners through execution. You get senior creative direction without building a full in-house team.

    • Campaign brief development & strategic messaging direction

    • Audience segmentation & journey mapping

    • Content ecosystem audits & editorial calendar strategy

    • Channel prioritization across social, email, web, and experiential

    • Measurement frameworks linking creative output to business outcomes

  • Brand voice development, copy systems, team leadership, and writing when it counts. I can build the voice guide and write the launch campaign — most people can only do one or the other.

    • Voice archetype & tone-ladder frameworks

    • Key messaging patterns, approved vocabulary & brand grammar

    • Consistency guidelines across web, email, social, and ads

    • Copy systems for product launches, rebrands & campaigns

  • For teams that need senior brand leadership without a full-time hire. I provide executive and fractional support across creative and brand functions — and the scalable processes that let high-performance teams move without bottlenecks.

    • Org design & team structure guidance

    • Mentorship frameworks for senior and emerging talent

    • Scalable processes, templates & playbooks

    • Assessment & optimization of creative operations

  • A close-up of two sleeping bags, one orange and one dark red, with digital patterned straps. There is a maroon card with yellow text reading 'ROKSANDA' and 'lululemon' placed on the fabric. The background includes dark fabric and a black material.
  • A bottle of tomato leaf aroma and essential oil blend positioned in front of a large tomato and some scattered flower petals and blueberries on a white surface.
  • A person holding a beige soap dispenser with a black pump, featuring intricate black line art and the word 'COMMUNE' on the front, outdoors with trees and sky in the background.
  • Close-up of a menu board for a facial treatment spa, with a dark beverage with a straw on a green table in the foreground.
  • Magazine titled 'Come Home to the World' featuring a plush armchair with a beaded necklace on it, placed on a cane and metal framed chair, with shadows of a patterned object on the floor.
  • Close-up photo of white sheets of paper with green printed text, including phrases like 'FORMULA FIG,' 'Give a fig,' and a message about community and thank you for giving a fig.
  • Three smartphones displaying a cosmetics online store with holiday-themed designs, including gift sets, products, and promotional banners.
  • Sketch of a model in a layered outfit with handwritten annotations and photos of the actual outfit, including pants and sneakers.
Black logo with the word 'Arizona' written in large, stylized gray letters.
The word 'COSMIC' in black letters overlaid with a black skull outline
Lululemon logo with a circular emblem and the brand name in black text.
Logo with a black background and gray text reading 'Formula FIG'.
Black logo with a curved line and small circle, text reads "BANANA REPUBLIC"
The image features the word "ARTICE" in bold black letters on a white background, with some branches and leaves overlaying the top and bottom of the text.
A person with dark skin and long curly hair holding a beige reusable water bottle with black text and intricate design, wearing a white shirt.

Approach & Philosophy

Together, we outline a path forward that’s realistic, strategic, and tailored to your specific needs.

Big vision requires operational rigor.

Clear frameworks and structured processes allow ideas to land, scale, and stand the test of time. (Better still if they’re color-coded.)

Systems make strategy real.

I believe creative intuition is just as important as analytical focus. The best decisions come from balancing taste with evidence.

Insight and instinct work together.

  • "Love working with Stevie. Easy to communicate with, inspiring, and efficient. Everything you need for developing a brand."

    Sam Miles
    Founder, Somerset Moss

  • "Stevie has a rare and valuable combination of skills: a solid strategic and creative messaging background and a natural knack for crafting and defining a well-developed brand voice. She is a mathematician when it comes to language and applies a thoughtfulness to her process."

    Emma Nelson
    Editorial Lead, BR Home

  • "Stevie's strategic creative work was always impressive, managing to combine creative storytelling with commercial business objectives. Her work on Article’s brand positioning was particularly important and led to increased clarification in both our creative and marketing."

    Daniel Mew
    Director of Marketing, Article