A few partnerships
Women’s Healthcare Associates
Multi-year content partnership for a progressive women’s healthcare provider.
Opportunity: Women’s Healthcare Associates (WHA) is a trusted healthcare provider in Portland serving patients through every life stage—from puberty through menopause and beyond. Known for its inclusive, progressive approach and commitment to empowering patients with knowledge, WHA needed to overhaul its large archive of blog content to reflect current patient needs, improve clarity and SEO performance, and strengthen its position as a go-to source for thoughtful, accessible women’s health information.
Approach: Over the course of our ongoing, multi-year partnership, we’ve built a full brand content system to support WHA’s goals—from planning and strategy to development and optimization. We began with a full audit of the blog’s 140+ posts, using competitor research and WHA’s paths to care to build a clear editorial structure around three core categories: gynecology, wellness, and pregnancy.
From there, I rewrote outdated articles to better serve today’s readers, integrating relevant search terms, up-to-date medical research, and language that reflects WHA’s inclusive approach. I continue to ghostwrite monthly blog content in partnership with providers, using interviews to capture each individual’s voice and highlight their unique perspective on care. I also support site-wide content updates—from terminology guides to service page rewrites—to ensure brand voice, clarity, and usefulness across every touchpoint.
Results: WHA’s blog has been transformed from a dated archive into a purposeful library of content that helps patients feel more informed, supported, and confident in their care decisions. Website visitors can now find content organized in a way that mirrors WHA’s services and reflects the full spectrum of women’s health. Updated blog posts are easier to read and easier to find, while building trust before a patient ever steps into the office.
Together, we’ve created a content system that doesn’t just fill a blog; it reinforces WHA’s values, differentiates its care, and delivers long-term value to the people it serves.
Modern Adventure
Multi-year brand storytelling, PR strategy, and program development for a modern luxury travel company.
Opportunity: After pandemic disruptions stalled travel, Modern Adventure—an award-winning B-Corp known for hosting small-group trips with celebrated tastemakers—was ready to reintroduce itself to the world. With big plans on the horizon, including the launch of a luxury travel collection and a new nonprofit arm, the company needed to raise awareness, grow its reach in key markets, and build deeper connection points with both travelers and tastemaker partners.
Approach: Overly three years, our work spanned every layer of brand storytelling—uniting public relations, editorial strategy, and community engagement to position Modern Adventure as a values-driven leader in experiential travel. We began with a national PR campaign to reintroduce the brand post-pandemic, securing press that highlighted its tastemaker-led trips and commitment to travel as a force for good.
As the brand evolved, I led communications around major milestones, including the launch of its luxury collection, Paragon, its nonprofit arm, and its Series A funding. Alongside earned media, I developed a quarterly newsletter for its tastemaker partners to deepen their engagement with the brand. To strengthen partner loyalty and drive trip sales, I also built the company’s first-ever brand ambassador program, creating strategy and onboarding tools to empower top tastemakers as advocates and sellers.
Each of these efforts worked in concert to tell a consistent story: Modern Adventure isn’t just about travel; it’s about intentional, human-centered experiences that inspire discovery and connection.
Results: Our work drove brand recognition in top-tier outlets like Condé Nast Traveler, Travel + Leisure, Food & Wine, Robb Report, Washington Post, Town & Country, and Fast Company. The stories we secured showcased Modern Adventure’s values, its tastemaker-led experiences, and its vision for more meaningful travel. The launch of Paragon earned national attention and set the tone for continued brand evolution.
Modern Adventure is a leader in experience-driven, values-led travel, and now has the storytelling ecosystem to match.
Community Action
Brand messaging and website transformation for a nonprofit serving Washington County, Oregon.
Opportunity: Ahead of its 60th anniversary, Community Action set out to rearticulate its purpose and how to better communicate that purpose to the people it serves. As a nonprofit that empowers people to achieve economic stability while fostering a more connected and resilient community, the organization sought to ensure that its core values reflected not only its history but also the breadth of impact it continues to make today. At the same time, its website—crucial for both service access and donor engagement—was outdated, hard to navigate, and overloaded with buried information.
Approach: We began by reaffirming the brand from the inside out. I worked closely with Community Action’s leadership to clarify its positioning, messaging, and values, anchoring everything in the organization’s unwavering belief in empowerment, compassion, and long-term impact. This set the tone for a full website transformation.
I led the creation of a new sitemap and taxonomy that reflected how real people search for support, especially those who don’t speak English as a first language. I reviewed and reorganized a sprawling archive of content, surfacing what was most helpful and consolidating it into clear, consistent program pages. I also wrote all new copy to reflect the organization’s updated voice, and then project-managed the site redesign from kickoff through launch.
Results: Community Action now has a brand voice that reflects who they are and the power of what they do, and a modern, accessible website that brings that story to life. Visitors can easily understand what services are available, find the help they need, and apply for services. By aligning its message and user experience, Community Action is better equipped to serve the people who count on it and inspire those who want to support its work.
RD Winery
Brand awareness campaign for Napa Valley’s first Vietnamese-owned winery.
Opportunity: Though RD Winery had been producing wine since 2012, it only began selling in the U.S. in 2020, making it a relative newcomer in an industry steeped in legacy and tradition. As the first Vietnamese-owned winery in Napa Valley, led by CEO Mailynh Phan, RD had a compelling story and a mission to make the wine world more inclusive. But few consumers or media knew the name. With a saturated marketplace and an underrepresented mission, the brand needed to build awareness, earn credibility, and carve out space for a new vision of what a Napa Valley winery could be.
Approach: Over three years, I worked closely with CEO Mailynh Phan to position RD Winery not just as a producer of great wines, but as a changemaker within the industry. The goal was to tell a larger story—one rooted in culture, representation, and the power of bringing new perspectives to wine. We centered Mailynh’s personal commitment to creating space for people who haven’t always seen themselves reflected in wine culture.
To get RD noticed, we launched a multi-pronged PR strategy that included securing top-pick features for their wines, landing thoughtful profiles on Mailynh, and placing bylines to introduce her voice to national audiences. We also positioned RD as a brand reimagining the tasting experience itself. Coverage appeared in local and national lifestyle, food, wine, and travel media, as well as high-visibility gift guides, helping RD show up in front of consumers.
Results: Within our first year, RD Winery was featured in Vogue, Martha Stewart, Food & Wine, and Brit + Co, with CEO Mailynh Phan named a Wine Enthusiast Future 40 Tastemaker and one of Imbibe’s People Changing the Way We Drink. RD wines landed on “top picks” lists, helping build trust and visibility with new audiences.
As our partnership continued, we expanded the story beyond the wines, focusing on how RD was welcoming younger, more diverse drinkers through inclusive practices and culturally grounded pairings. A Food & Wine print feature with a recipe and RD wine pairing captured the brand’s position at the intersection of tradition and innovation. Additional coverage in The Washington Post, AFAR, SevenFifty Daily, Wine Industry Advisor, and Jancis Robinson helped solidify RD’s influence, while a Great Wine Capitals award for Arts & Culture recognized its commitment to heritage.
What began as a campaign to introduce RD became a sustained effort to reframe who wine is for—and what it can represent.
Branch Basics
Brand messaging and product launch copy for an ingredients-forward cleaning brand.
Opportunity: Branch Basics was poised to expand beyond the cleaning aisle and establish itself as a brand rooted in ingredient awareness. But before launching its first-ever luxury hand soap, the company needed a clearer brand narrative to explain what made its products different—and why that difference gave customers real choice.
Approach: We refined the brand’s positioning to focus on everyday empowerment through education, not fear. I built a messaging framework around the key values of ingredient transparency and everyday simplicity, free from unnecessary additives like fragrances. The aim was to offer a clear, welcoming alternative for those looking to reduce exposure to synthetic fragrances and harsh chemicals. I then led the copy for the gel hand soap launch, including the product story, packaging language, and tagline.
Results: The brand messaging helped expand the brand’s relevance beyond cleaning, introducing a more lifestyle-forward tone that still reflected its commitment to health and transparency. The hand soap product story and tagline I created continue to be used online and on-pack. The product launch also laid the groundwork for future category expansion. Branch Basics continues to grow, with select products now available at Target.
MEJDI Tours
Point-of-view and narrative development for a peace-focused tour operator.
Opportunity: Certified B-Corp MEJDI Tours had led socially conscious trips to conflict zones since 2013, but remained relatively unknown among direct travel bookers. With a unique model that brings travelers into conversation with dual narratives—particularly in Israel and Palestine—the brand sought to raise awareness and build trust with audiences looking for more meaningful ways to engage with the world.
Approach: We began our work together by refining MEJDI’s brand story, clarifying its core purpose of creating a more peaceful and connected world through travel, and making that message more accessible to a broader audience. Our PR efforts centered on national travel media, highlighting MEJDI’s dual-narrative approach, its long-standing commitment to peacebuilding, and the powerful personal story of co-founder Aziz Abu Sarah, a recognized peacebuilder and Palestinian who lived in Israel and experienced personal loss from the conflict.
When war broke out in Gaza in October 2023, everything shifted. MEJDI’s relevance as a peace-focused tour company rooted in Israel and Palestine brought a new urgency to our storytelling. So we positioned Aziz as a leading voice for understanding and de-escalation, offering his lived experience and work as a peacebuilder to national and international media. This wasn’t about capitalizing on tragedy. It was about lending a deeply knowledgeable, human voice to help people better understand the conflict, and a potential path forward.
Results: Aziz became a trusted expert and commentator across some of the most influential news outlets in the world. In the weeks and months following the war’s outbreak, he was interviewed by NBC News primetime, ABC, BBC, The Guardian, The Washington Post, HuffPost, USA Today, AFAR, and others. These stories brought widespread visibility to MEJDI’s mission.
This PR shift showed what sets MEJDI apart: not just where it goes, but why. In a time of global division, we helped share the idea that peace is possible—but only if we’re willing to listen.
Articles, etc.
How this Portlander became a Peloton star | Portland Monthly
Ongoing reporting | Campaign US
How to maximize your customer service to meet changing customer expectations | Ruby.com
Design Week Portland profiles and interviews | The Journal
Brands that share sell better | MediaPost
Craft in action: the case for graphic designers to start with analog methods | The Drum
A beautiful new Portland-penned book celebrates the power of older women | Portland Monthly
This teen is helping homeless women. Period. | Bustle
Seattle food blog chain | Seattle Met magazine
I have a selection of ghostwritten thought leadership articles for The Seattle Times, WorkDesign magazine, Campaign US, Portland Business Journal, BenefitsPro, and more that I can share upon request.