A Working Manifesto

Where I Stand

You can meet me at the intersection of creative integrity and joyful Collective Liberation.

This page is a reflection of what I believe in, build for, and align my work with. These are the values that shape my collaborations and the stories I choose to tell.

My Values

Courage

I joyfully challenge the status quo, embrace change and vulnerability. I do not support a mindset that reinforces outdated systems born out of fear. And I like going first.

Autonomy

I live and breathe choice. I communicate clearly and honour boundaries. I build tools, structures, and ways of working that support independence and self trust.

Discovery

I trust what arises from within. When I allow space rather than forcing answers, clarity reveals itself. I hold the process lightly, open to what wants to emerge.

I’m right there with you…

…learning to trust myself, use my voice, and walk my talk.

I startedmy communications career in the late 90’s, studying and working my way through nearly every discipline: illustration, graphic + interior design, copywriting, marketing, wayfinding, events …and folded it all into an ever-evolving practise of storytelling.

I am a dual citizen. Born, raised, educated in Switzerland; rooted in BC for a long while, where I found peace among the trees, and my little buddy, my universe… my whippet Goose 🐕

After a decade of building a branding business and growing an ethical marketing movement, 40 rushed into me with a deep need to shift from selling to being. From a-sync to in-sync. From hustle to craft.

So I chose to listen.

I brought my healed heart, expanded creativity, and clear mind back to Switzerland – to bright greens and rich blues, to old friends and new rhythms.

Now, I work at my best friend’s sculpting business, where I get to use all my allroundery skills supporting deep craftsmanship while laughing and playing every day – my whole self wanted and needed.

Now, I have the space to build the business I truly enjoy; with art, love and pleasure at the heart.

Everything I do is infused with a need to create culture that values meaning over more.

We are the storytelling animals.
Let that be our role in this vast ecosystem.

Let that be my role.

Walking my Talk

Everyday practices

+ I am committed to Collective Liberation, forever. I use the Framework For Liberatory Consciousness by Dr. Barbara J. Love for this continuous practice.

+ My pronouns are She/Her and I am Queer. I’m learning how to create a safe space for us all to thrive.

+ I’m working on making my services and communications accessible for everyone, though my accessibility comes first.

+ I am neurodiverse (ADHD, cPTSD) and have learned to live strategically and joyfully in tandem with the tantrums.

+ I am against AI. It is greedy and needy and does not get nuance. It feeds on real art and the planet to make more of the stuff that is erasing true humanity in favour of boring, oppressive sameness.

+ I’m continuously trying to reduce my output and limit harm to our ecosystem, but I have to choose what helps me stay grounded, resourced, and well.

Using AI

I gave LLMs a year, to help with strategy and writing. Be a yay-sayer, I thought. Use the tools so as not to be left behind. Get hired.

It looked so good at first, too! Giving my neurodiverse brain a leg up with fresh ideas, home advice, scoring a job.

And it really messed me up.

I’m damn good at what I do because I filter and create as I go, cutting through the noise without effort because (after a couple of decades) I know exactly what to listen for.

But LLMs only produce noise, at an unbearable volume. And I allowed it all to enter for the promise of ‘more capacity’ and a mention in my CV.

I became a job-induced heavy user.

Aside from dizzying must-do-ness, my confidence faded along with my clarity and focus. I could feel my brain seeping out while wading through the slop to maybe find a tiny nugget.

Soon I was reaching for an assist at every turn. No sparkly ideas, just anger at a machine that wouldn’t give me the clarity I remembered feeling.

My brain is a highly sensitive radar which picks up on the most subtle frequencies – and I almost drowned it in boring sameness to squeeze more out of it. To hit deadlines. …To fit in.

Storytellers have no business working with AI. We thrive on humanity. If we are numb to the threads of life, what are we even doing?

AI is –once again– made for profit. We are not.

TL;DR

This world doesn’t work unless it works for everyone.

So I am actively building one that does.

Our Movement

We’re here to disrupt the cycle of consumerism by taking responsibility for how we sell.

I believe the way we sell is feeding the same loop that keeps widening the wealth gap and perpetuates the ways people have to buy in order to get by. And that in turn creates an economy based on cheap production + cheap labour, which leads to a society based in competition and scarcity – and that is the perfect breeding ground for our environmental and humanitarian crisis.

Instead of looking at how we buy, and leaving it to the consumer to try and make conscious choices, I want us to reimagine how we sell.

We use psychological manipulation tactics in order to generate an insatiable appetite for more, which over a few decades has created a society swept up in instant gratification. This more-more-more mentality is so powerful, and yet of so little value if we look at the next ten years, fifty years, or even our entire lifetime and that of our children.

But we are getting wise to it.

This is the time to start creating a different marketplace – and in turn, a different world.

Businesses that stand out in a conscious society tell stories of substance and share products that serve the world; they take responsibility for their corner of the industry and sell with integrity.

It takes courage to leave the status quo, the hustle, the shiny objects behind and create a business rooted in purpose and vision.

Which is why we built a movement for us to share this work – so we can create the change that is so sorely needed.

I founded The Ethical Move for us to collectively take a stand for transparency, responsibility + honesty – because we can’t fake our way through this anymore.

We’d be honoured if you joined us.
Take the pledge