COPY + STRATEGY PROJECTS
CLIENT: SEED HEALTH
PROJECT: CUSTOM BRAND CANDLE
(Concept Development, Narrative + Execution)
IDEA: Translate Seed’s microbiome science into a scent.
STORY: In partnership with Seed’s Director of Storytelling, I explored a new sensory dimension of the brand — translating the company’s microbiome science into an olfactory experience inspired by geosmin, the compound responsible for the earthy smell of rain on soil (petrichor). Developed the narrative and collateral copy introducing the scent to Seed’s community, framing the candle as an “olfactory translation” of microbial life beneath the surface of our shared ecosystem.
OBJECT: Concepted and designed the candle and match set alongside our Design team, integrating the objects into Seed’s existing DS-01 packaging (our hero product) to create a tactile brand artifact while minimizing new materials and packaging.
CLIENT: FORT ROCK WORKWEAR
PROJECT: BRAND LAUNCH ANTHEM
(Narrative Design + Script Writing)
IDEA: Translate Fort Rock’s brand ethos of heritage craftsmanship, durability, and blue-collar pride into a narrative that honors the people who work with their hands. The concept centered on the idea that great workwear isn’t just clothing; it’s part of a legacy of people who build, repair, and keep the world running.
STORY: Wrote the full voiceover script for the brand’s launch anthem, designed to create an emotional connection with working professionals across industries — from welders and ranchers to pilots and brewers. The narrative balanced brand mythology with real-world grit, positioning Fort Rock as both a tribute to tradition and a new chapter in modern workwear.
OBJECT: A 2-minute launch film used to introduce Fort Rock’s first product (a rugged work hoodie) and drive early momentum for the brand’s Kickstarter campaign. The script was designed to simultaneously build brand identity, educate viewers about the product specs, and motivate audiences to follow and support the launch.
CLIENT: KISH
PROJECT: BRAND VOICE SYSTEM
(Narrative Strategy + Brand Voice Development)
IDEA: Translate the philosophy of KISH, a land-based cultural residency and living experiment in reciprocity with the land, into a clear narrative and voice that could guide how the project speaks to the world.
STORY: Developed the narrative architecture and voice system that articulates what KISH is, why it exists, and how it invites people to participate.
This work explored multiple conceptual directions for the brand’s core narrative, including framing KISH as:
“A cultural prototype for a different way of living.”
“Fieldwork for the future.”
“A living experiment in reciprocity with land.”
OBJECT:
FRAMEWORK — Brand positioning, narrative architecture
MESSAGING — Taglines, manifesto, purpose, mission
VOICE — Tone of voice and personality system
APPLICATION — Social media and short-form messaging
OUTCOME:
We practice living with the land, not on top of it.
KISH is a developing land-based cultural residency in the Columbia River Gorge, designed for both restoration and participation.
Set on ten acres in Lyle, Washington, the project gathers people around cabins, gardens, water, and shared tables as part of a living practice in reciprocity with the land. Through workshops, retreats, and hands-on learning in natural building, foraging, permaculture, and communal care, KISH invites people to practice a more resilient way of living together.
CURRENT STATUS:
KISH is currently breaking ground on its first structures, including cabins, gardens, and shared gathering spaces. The website (our next collaboration) and fundraising campaign are set to launch publicly this summer.
CLIENT: WOMEN OF BACKBONE
PROJECT: PARTICIPATORY ART PROJECT
(Website Strategy, Copy, + Participatory Platform)
IDEA: Translate artist Bren Kleinfelder’s decades-long participatory art project into a digital experience that could hold both the emotional weight and collaborative spirit of the work — creating a platform that honored the voices of the women involved while expanding the project into a living public archive.
STORY: Excavated and articulated the deeper narrative behind Women of BACKBONE — a project rooted in participatory art, collective storytelling, and women reclaiming representation of their own bodies and lives.
I developed the full website copy, translating Bren’s artistic vision, research, and personal history into language that guides readers through the project’s philosophy, archive, and future direction.
OBJECT: Built the narrative and structural framework for the project’s digital presence, including:
Full website copy and narrative architecture
Design of a living digital archive to house research, writing, and visual work
Development of a participatory forum for continued audience engagement and reflection
Creative collaboration on merchandise and storytelling for the project’s first book launch