About
I spent six-plus years trying to understand why people choose, struggle, hesitate and change. Now I apply that same way of thinking to creative strategy.
From research to creative
I started my career in customer discovery and UX research, working with product teams, startups and large organizations to understand what people actually do, not just what they say they want.
The work was simple in principle: talk to customers, study behavior, spot patterns, test assumptions, and turn messy evidence into clearer product decisions.
Over time, I realized the same toolkit applies surprisingly well to creative strategy.
Before asking “What hook should we write?”
I ask “Why would this customer care in the first place?”
Today, I look at customer conversations, reviews, frustrations, motivations, workarounds, product feedback and competitor messaging, then turn those signals into messaging territories, creative hypotheses and testable ads.
The goal isn't more content. It's better-informed creative decisions.
Why Second Chaptr
After years of building a conventional career, I reached a point where I wanted to question the default path and design work around the life I actually wanted to live.
I started documenting that journey through The Second Chaptr, exploring career reinvention, intentional work, experimentation, reflection, and what it means to build a life-first career.
Second Chaptr Creative Lab grew from the same philosophy.
Don't assume. Observe. Test. Learn. Iterate.
That's how I approached research. It's how I'm designing my own second chapter. And it's how I approach creative strategy for brands.
What that means in practice
We begin with the business goal and customer problem before deciding what creative to make.
Creative directions are grounded in real customer behavior, language, feedback, motivations and friction.
Every direction is built to test something, learn from it, and inform what comes next.