§ Services
Two halves of one practice: fieldwork that finds the right direction, and craft that builds it. Based in Metro Detroit and available for on-site work across southeast Michigan, or remotely wherever you are.
Customer interviews, on-site observation, staff debriefs, and competitor walk-throughs. I go where your buyers actually are and come back with the language they use — not the language your industry uses.
A rolling series of small experiments — headline swaps, offer variants, printed inserts, local sponsorships, cold outreach scripts — each designed so a failure costs a few hundred dollars instead of a quarter's budget.
An outside read on whether your business still reads as relevant to the people you want. Where the story has drifted, where the market moved, and the shortest route back to being the obvious choice.
Restructuring what you say and where it lives. I've reorganized a fragmented SharePoint environment of 5,000+ documents for ~1,000 FDA users and shipped a Webby-recognized CDC redesign across 300,000+ pages — the same discipline scales down to a fifteen-page site.
Identity, print plates, and motion built to survive contact with real use — developed through Tractatus Design Studio for small businesses and community organizations since 2021.
Responsive UX/UI and hands-on frontend development. Because the strategist is also the builder, what gets tested is what gets shipped — no translation loss between the plan and the page.
The promise
I know the strategies that keep money from being wasted while we find the right path for your audience to grow and your business to stay relevant. Nothing scales until it has earned the budget in a small test first. No down payments — you only pay when we get results.