A brand is a breathing thing
A brand is a world of experience and perception and story crafted for specific target markets to feel certain things.
The best brand worlds conjure good feelings (wonder… joy… warmth…*). They’re bursting (or subtly bulging, if that’s more their thing) with unexpected moments, memorable narratives, and emotive messaging. They’re part education, part entertainment, a whiff of seduction. They’re cohesive and reliable, but still know how to surprise.
Through strategy and creativity and words, I help placemakers and brands create worlds and stories that leave an impression on their target markets.
WHAT I DO, ABBREVIATED
WORLD BUILDING. STORY STRATEGY. CREATIVE VISION. BRAND & PRODUCT NAMING. VOICE DEVELOPMENT. EDITORIAL & COPY DIRECTION. BRAND WRITING.
PLACEMAKING & PHYSICAL WORLDS
I partner with real estate developers and other placemakers to envision and strategize the creation of their worlds and stories.
If you’re not a placemaker, you may still get an idea of what I can do for brands by clicking below.
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
PORTFOLIO
I’ve worked on strategy, naming, and writing projects for Fairmont Hotels, JW Marriott, Discovery Land Co., and LXR Hotels & Resorts. I’ve also positioned and/or written copy for over 500 real estate developments of all kinds across North America. In addition, I’ve helped build brands for restaurants, wellness facilities, beverage companies, and other consumer goods.
View examples of my brand work.
Adjacent image: editorial strategy & writing for Fairmont Chateau Lake Louise’s in-room magazine via Toolbox Design
*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, VML Intelligence, 2023