projects
From storytelling, to strategy, to immersive activations, my work is centred around fostering authentic connections within the communities around me. Whether it’s launching new product lines, building brands, hosting events, or creating content that inspires, each project is designed to bring people together and strengthen the culture of sport.
Co-founded a globally recognized cycling club and race team, based in Vancouver BC. Diversion is a concept of what the modern day cycling club and race team could look like. It is the act of deviating from the everyday path and embracing the unexpected. Established the brand, its partners, its calendar, and much more alongside a team of three. Diversion is now a club that 170+ cyclists call theirs, a competitive race team, and a platform for what the sport can be.
MAAP, a global leader in performance cycling apparel, sought to expand their presence in the Canadian market through increased community engagement and brand storytelling. Together, we built an exciting calendar of programming and campaigns, highlighting the unique individuals and locations that make the Canadian cycling scene so special. Hosted numerous activations alongside the launch of various MAAP product lines, including the Alt_Road collection, ATMOS, Equinox, New Season Road, Take to the Streets, and more.
Worked alongside one of the most innovative and performance-driven cycling brands in the world. Involved in fostering community engagement, promoting Specialized’s design-driven products, and inspiring riders of all levels to push their limits. Through group rides, events, and content creation, I help strengthen the brand’s presence in Canada while sharing my passion for the sport. By connecting with local athletes, retailers, and fellow enthusiasts, I contribute to Specialized’s mission of creating the best ride experience possible.
Worked with the co-founders of Enroute to establish it as North America's top destination for premium cycling and running apparel. Helped create branded content and assets, and integrate partner campaigns and product launches into marketing programming. Supported the development of a comprehensive digital strategy to expand Enroute's presence online. Together, we cultivated a best-in-class community around Enroute through targeted outreach initiatives, events, and partnerships, fostering strong customer loyalty and brand advocacy.
For the launch of Project321’s new road and gravel hub, the RG3, I led the development of a comprehensive go-to-market strategy. This included crafting the brand narrative, refining the visual identity across digital platforms, and defining the target audience to broaden market appeal beyond core technical users. I designed a new website and supported the development of various interactive digital features, supported media outreach—including coordinating review samples—and helped shape the creative direction to align with a more modern, design-forward aesthetic.