My belief
Extraction has no place in our future. We can choose regeneration.
Regeneration isn't just for farmers. It's a mindset. How we build, what we buy, and who we back—they are votes for the world we want to live in.
The choices we reinforce shape the future we inherit.
My perspective
I'm tired of my industry. Strategists, designers and marketers have gotten so good at greenwashing—and wishing—that it's hard to tell which companies are contributing to a healthier system. Branding alone won't save the world. But if enough people refuse to work with extractive companies, something will shift.
I used to make this choice quietly. I even hedged my reasons while I turned down clients whose work clashed with my values. I didn't want to hurt their feelings.
But taking a stand isn't only about picking projects to work on. It's about showing that a different way of running a business is possible. The more of us who make our position public, the closer we get to a world where regeneration isn't niche.
I don't know what this will ripple into. I'm not the first stone dropped in this water. But I'm willing to be one of them.
More on this stone
I'm a Canadian expat living in France along the Swiss border. I used to call myself freelance, but that term hasn't sat right for a number of years. It feels too wobbly. I now call myself a studio of one. And this studio puts ego aside. I measure a project by what it does for my client's mission.
How I work
I start by listening. What bothers you about your industry? What are you doing about it? What makes you, you?
I use what you tell me to find the connections you can't see yourself: the phrase, the metaphor, the through-line that makes you stand out.
I work slow on purpose. First ideas are rarely the best, and slowing down leaves room for better ones to surface. When a project needs more than I can give it, I bring in specialists.
My guiding principles
The principles shaping every decision — from strategy to execution
