A Working Manifesto
Where I Stand
You can meet me at the intersection of creative integrity and joyful collective Liberation.
This page is a snapshot of what I believe in, build for, and align my work with. These are the values that shape my collaborations, my systems, and the stories I choose to tell.
My Values
Courage
I will always challenge the status quo, embrace change and vulnerability. I will not support a mindset that reinforces outdated systems born out of fear.
Presence
I will always focus on what is right in front of me and take deliberate, thoughtful action in the here and now. I will not let outside influence guide my path.
Imagination
I will always look beyond what is apparent or even possible. I will not let how it has always been determine what we can create in the future.
I’m right there with you…
…learning to trust myself, use my voice, and walk my talk.
I started my communications career in the late 90’s, working my way through nearly every discipline: illustration, graphic + interior design, media, marketing, copywriting, wayfinding, event design + cultural programming – and folded it all into an ever-evolving storytelling practice.
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 call to shift from selling to being. From content to craft. From a-sync to in-sync.
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’m focused on bringing my whole self to a role that cultivates excellence, stability, and growth, while deepening my creative work and thought leadership.
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’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.
+ I practise Purchasing Power Parity, so you will pay for the value of my offerings compared to your cost of living, not our exchange rate.
Using AI
AI is part of my creative process.
I bounce drafts or ideas through AI, but every piece is shaped by me from start to finish. I remix my own words, illustrations, photography, and concepts — to sketch, explore, and prototype. If it didn’t come from my hand or lens, it doesn’t get used.
AI lets my neurospicy brain actually start things instead of freezing at the blank page. It helps me stay in flow, expand ideas, and build bridges. It helps me finish and send.
As someone who’s struggled to live up to the full potential of my brain, this has opened doors I didn’t even know existed.
I believe tech should serve Liberation — yours and mine. Every decision I make asks the same thing: does this bring us closer to a just and joyful world?
TL;DR
This world doesn’t work unless it works for everyone.
So I show up like I believe it can.
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
