I help lean creative and brand teams build the systems that let a small team do the work of a much larger one.
Tell Me What's Broken →Every AI-powered brand tool on the market assumes something that usually isn't true: that a clean, structured, machine-readable version of your brand system already exists somewhere. It doesn't. Most brand guidelines live in a PDF nobody has opened since the rebrand, and the platforms built to enforce or scale that brand can't do anything with it until someone does the work of turning it into something a system can actually use.
That work is brand judgment, not software. It's also the piece nobody is selling. Enterprise platforms are priced and built for organizations running twenty-five plus seats. If your team is three to fifteen people, the platform isn't the gap. The system underneath it is.
For teams whose brand guidelines exist but were never built to be used by a system, or by freelancers, or by anyone outside the person who made them. I turn what you have into a structured, queryable brand system: the rules, the voice, the visual logic, written so a tool, a freelancer, or a new hire can apply it correctly without you in the room. Common trigger: a freelancer-heavy production model where consistency depends entirely on tribal knowledge.
For teams that already bought the platform. Most martech and creative tooling sits mostly unused, not because the tool is wrong but because nobody built the content the tool needs to actually work, or rewired the workflow around what it's capable of. I audit what you own, map it against what your team actually needs to produce, and build the missing pieces so the license you're already paying for starts earning its cost.
For teams that have the system in place and need ongoing judgment, not another project. I step in on a recurring basis to keep the brand system current, review work against it, and catch drift before it compounds.
A fixed-scope, three-week engagement to find out where your creative operation is actually losing time and consistency, before committing to a larger project.
This is the same discipline applied to my own systems before I apply it to anyone else's.
A conversational replacement for the standard creative brief form: it interviews the requester, adapts its questions to the size of the request, and produces a standardized brief a designer or copywriter can keep querying afterward. Open source, MIT licensed, available to try or adapt.
View the repo →A RAG-based knowledge system that functions as a next-generation brand guide, built to be queried by both designers and AI tools rather than read top to bottom like a PDF. Built as a working system, then documented and packaged for others to use.
View the repo →A synthesized knowledge base distilled from 31 marketing, brand, and design books, packaged as a Claude skill and shared publicly.
View the repo →A parallel system built from a 29-book typography, perception, and information-design library, producing checkable first-pass design review criteria rather than general reference material.
View the repo →