Creative Director
Where StrategyMeets Firepower
Brand Systems · Digital Experience · Global Campaigns · Team Leadership
I've spent 15 years building brands that don't just look good — they perform. From visual identity systems to global campaigns across four languages, I bring strategic depth and creative precision to every project.
Areas of Expertise
01
Visual Identity
& Brand Systems
02
Digital Experience
& Web
03
Campaign Creative
& Direction
04
Team Leadership
& Mentorship
Selected Work
Brand, physical, digital, print, and campaign work across global clients.
Gaia
Scalable SVOD digital membership platform built through brand, UX, and conversion-focused creative.
The Challenge
Gaia needed to scale annual memberships aggressively across multiple global markets while protecting the depth, credibility, and transformational feel that made the platform unique. The business faced increasing pressure to improve paid media efficiency, reduce friction across the funnel, and modernize creative systems, all without drifting into generic “wellness marketing” or sacrificing brand integrity.
My Role
Performance Creative Lead · Creative Direction · CRO · Brand Strategy · UX · Funnel Architecture
The Approach
Rebuilt the connection between paid media, landing pages, and creative strategy so campaigns could scale without losing brand depth or trust. Used rapid creative iteration, CRO testing, and audience-aware messaging to improve conversion across multilingual membership funnels, while helping evolve Gaia’s creative team from a production function into a performance-driven growth partner.
The Work
The Outcome
Helped transform Gaia’s creative ecosystem into a performance-driven growth engine, contributing to membership funnel conversion increases from ~2% to peaks near 7% on direct-to-paid campaigns across multilingual markets tied to more than $20M/year in paid media spend.
"Ash's approach to design consistently showcases her expertise and ability to combine out-of-the-box creativity with strategic marketing insights."
ProDelta
Repositioning SaaS product from commodities to category leaders through brand clarity and creative.
The Challenge
Complex industry insider language and a wide service offering meant prospective customers lacked clarity on the unique offers and proprietary software options.
My Role
Brand Strategy · GTM Creative · Communications
The Approach
Defined ICPs and category narrative, then rebuilt the brand and GTM creative around a single sharp point of view that the whole team could execute against.
The Work
The Outcome
Step-change in qualified pipeline and a brand the sales team is proud to lead with.
"Ash gave us a brand we could actually sell — clear, confident, and impossible to confuse with anyone else."
iCo Therapeutics
Credible, distinctive brand identity for health service business with complex stakeholder landscapes.
The Challenge
An innovative pharmaceutical company lacked modern and cohesive branding to establish credibility in a competitive and highly regulated industry.
My Role
Brand Identity · Visual System · Stakeholder Communication
The Approach
Stakeholder workshops to align on positioning, then a tight identity system — logo, type, color, corporate templates — that scaled from sales decks to public relations.
The Work
The Outcome
Sharpened market positioning and an identity system all teams use as their daily source of truth.
"It's the first time our brand actually felt like us — and like a company we want to become."
Metta Tea Co.
A physical product line built end-to-end from brand world and packaging system to retail-ready shelf presence.
The Challenge
Launch a new tea brand into a crowded wellness category with a distinctive identity, considered packaging, and a story that earned shelf space.
My Role
Brand Identity · Packaging Design · Art Direction · Production
The Approach
Built the brand world from the ground up — naming territory, identity system, and a modular packaging architecture designed to scale across SKUs without losing craft.
The Work
The Outcome
A cohesive product line that launched into retail with a confident shelf presence and a brand system the team continues to extend across new SKUs.
"The brand feels like it has always existed — every detail is considered, and customers feel it instantly."
About Ash
Creative Director.
Strategic Thinker.
Earth Lover.
I've spent 15 years at the intersection of brand strategy and creative execution. I've built visual identity systems, led global campaigns across four languages, developed digital membership platforms from scratch, and mentored creative teams to produce their best work.
I believe great creative is never just about aesthetics; it has to earn its place by moving people and driving results. I'm drawn to mission-driven organizations where what we make has a positive impact on people and the planet.
Brand Projects
Countries Served
Years Creative Leadership
What Clients Say
Ash is a creative and technical wizard! She gets it done and looks for more you didn't even know you wanted until you see it. She's professional and efficient. It's rare to find that combination of artistry and expertise. I look forward to working with her again.
Powers Foss
Principal Engineer, Gaia Inc.
I am blown away by the creative juice that fuels her and the compassion she has to help everyone succeed. Thank you for the clarity, the support, and clear direction, Ash!
Kathy Heinsohn
NaturallyKathy.com
In addition to her notable energy and enthusiasm, she brings a wealth of experience and deep expertise to her work. Her creativity and ingenuity consistently inform her decision-making, and she was able to elevate every project we shared to a best-in-class standard.
Jeremy Wadzinski
Writer, Director & Producer
Ash introduced reporting, CRO, and administrative systems to frameworks that allowed us to actually understand and optimize how the organization was performing. She has a kind heart, and a deep passion for the work that she does. Thank you, Ash!
Madeline Crandall
Ecoversity Inc.
I always feel more confident going into a project I know Ash will be a part of, because she brings considerable expertise and experience to each campaign. Ash has a rare gift for seeing the whole picture and thinks through every detail. She spots challenges before they arise, and I'm always impressed by the ingenious solutions she offers.
Lyana Pearson
Senior Copywriter, Gaia Inc.
Ash and her team were a huge help in helping our company not only identify our unique brand, but helped our team really come together on the bigger picture on what we are trying to accomplish. With a great eye for style and clear communication, anyone that has the opportunity to work with Ash will not regret it.
Ryan Tulloch
ProDelta Projects Inc.
Ash has an amazing talent for capturing the heart and soul of a brand. I love her work!
Nicole Gardiner
Robbins Research International, Inc.
Ash is one of those rare creatives who can switch between roles without ever losing sight of the bigger picture. Whether she's driving the visual direction, shaping brand strategy, or translating feedback into something stronger, Ash always handles it all with clarity, care, and real attention to detail.
Lara Wilson
Creative Operations, Gaia Inc.
Ash is talented beyond measure and working with her has created ease for me. The process was collaborative, fun and so quick.
Angela Martini
Isagenix International LLC
Let's Build Something That Matters
Open to Creative Director opportunities and select consulting engagements.