The best brands evolve without losing what made them matter.

Fridays had grown quickly, but its brand had begun moving in too many directions. I helped lead a 15–20 person multidisciplinary team through a strategic reset, bringing the brand back to a clear center and establishing a more consistent system across every customer touchpoint. From brand strategy and team coaching to hands-on design, art direction, video and CTV, the work created a foundation that could evolve without losing its identity.