Foundation Work

A good story is human at its core. It reflects the motivations that shape how we think, feel, and make decisions. It gives voice to those waiting to be heard, seen, and understood.

My anthropology training taught me that people don't gather around products alone. We gather around stories: the ones that reflect our questions, struggles, and hopes.

The projects featured here come from my career in nonprofit marketing, where I spent 13 years developing the professional experience that, alongside my academic training in anthropology, informs my practice today. Each represents a formative part of that journey, shaping how I approach the questions, contexts, and lived experiences at the heart of my work as an applied qualitative researcher.