A brand is a breathing thing, vibrating with personality and energy.
It’s a world of experiences and perceptions methodically positioned for a specific audience. Like a human, a brand is layered with stories.
The best brand worlds use stories to conjure big feelings (wonder! joy!*). They’re bursting (or subtly bulging, if that’s more their thing) with emotive language, unexpected moments, and memorable narratives. They’re part education, part entertainment, a whiff of seduction. They’re cohesive and reliable, but still know how to surprise you. And all of it is tailored for who they most want to touch. They become unforgettable. Irresistible.
These worlds don’t simply appear. They’re shaped from strategy, and continually built upon with more stories.
Combining strategy and creativity, I partner with brands and agencies to create stories and worlds that move people — that connect with audiences on an emotional level, inspiring their loyalty and credit card swipes and adoring referrals.
Let’s build your brand’s world and move some people.
TWO DECADES TELLING STORIES FOR A LIVING
My professional storytelling history is 20 years deep — from sales and marketing, to journalism and screenwriting, to branding and copywriting.
This experience offers brands a multi-disciplinary approach as we work together to form deeper connections with your audiences, differentiate from your competitors, and tell your stories.
Adjacent image: editorial strategy & writing for Fairmont Chateau Lake Louise’s in-room magazine via Toolbox Design
WHAT I DO, ABBREVIATED
For brands eager to create a more storied experience for their audiences.
WORLD BUILDING. STORY STRATEGY. CREATIVE VISION. BRAND & PRODUCT NAMING. VOICE DEVELOPMENT. EDITORIAL & COPY DIRECTION. BRAND WRITING.
I partner with brands in any industry, but I’m drawn to hotels, destinations, restaurants, and real estate developments. Because places are alive with stories, experiences, and emotions.
WHAT I DO, MEATIER
Under development… more soon…
PORTFOLIO
I’ve worked on strategy, naming, and writing projects for Fairmont Hotels, JW Marriott, Discovery Land Co., and LXR Hotels & Resorts. In addition to hotels, I’ve helped build brands for restaurants, wellness facilities, beverage companies, and other consumer goods. I’ve also positioned and/or written copy for over 500 real estate developments of all kinds across North America.
View examples of my brand work.
TESTIMONIAL
“Sandra is our first call, every time. She’s a clear communicator, meets every deadline, and asks the right questions. But the real magic lies in her storytelling. Her words have emotive stopping power—brand strategy, storytelling, and copywriting are her true crafts. With a natural curiosity, sharp intuition, and a thoughtful commitment to understanding what truly connects with an audience, Sandra is a rare and invaluable find.”
— Kala Mackay, Co-Founder & Client Director
The Fold Branding Collective
Adjacent image: brand & story strategy for Ratana via The Fold Branding Collective
CHOREOGRAPHY
It’s never really just me here. As a consultant, I partner with in-house brand teams, creative agencies, communications groups, photographers, and other writers and strategists. We work together to find the best solutions and the strongest creative.
If you haven’t found a visual team yet, I’m able to recommend a fit. I believe visual and verbal elements are equally important, and I advocate for close collaboration between the two teams. Immersive, storied worlds grow from this — brands with feeling.
Adjacent image: brand & story strategy for JoieFarm Winery via The Fold Branding Collective
Enough about me. I’d like to hear about you. Tell me about your brand, your vision, the things that inspire you. And let’s see how we can use strategic positioning, storytelling, and language to make you unforgettable.
Speak soon…
*P.S.
“65% of people would like brands to wow them with spectacular advertising and marketing, and 61% want brands to help them feel intense emotions. In fact, almost twice as many people say they are likely to buy from brands that bring them a sense of joy (49%), or those that surprise and delight them (45%), than from brands that just do what they say they will (26%). Yet few brands are tapping into this desire: 70% of people say they can’t remember the last time a brand did anything that excited them.”
— The Age of Re-enchantment, Wunderman Thompson Intelligence, 2023