I was brought into Free Fly Apparel to revitalize and reposition a rapidly scaling outdoors brand. I led our rebrand in early 2024, creating a modern and elevated identity. Part of our strategy was to intentionally lean into real athletes — big-wave surfers, dedicated anglers, and incredible humans — to inform almost every creative decision we make. Since then, I’ve helped us scale from a Southeast fly fishing brand to a national player in the outdoor space who is carried by folks like REI and DSG. My role oversees all content, copy, and design work for the brand