I make the invisible, seen.

The “you've been explaining this wrong for three years and I can hear the right version underneath” kind of way.

Day to day, I'm a brand, website and UX designer for mission-driven businesses. I do the strategy and I do the build, so you work with one person from the first conversation to launch day.

See the work What it costs Find me on LinkedIn (opens in a new tab)

I've spent a decade inside product and marketing — leading product for an AI company, and building brands for mission-driven businesses while the technology underneath all of us kept rewriting the rules.

Whatever the job title, I kept running into the same problem:

Someone has built something genuinely valuable, and the world can't see it yet. The story is buried under safe positioning, and what people find online falls short of what's actually there.

The Growth Grove exists because that problem shouldn't be so common.
And because I'm really good at fixing it.

The long version

Before Growth Grove, I spent a decade as the insider: the person in the room making the thing work, across product strategy, UX, analytics and go-to-market. Most recently I led product for an AI recruitment company, where I watched the gap between “what we are” and “what people see” from the inside.

Along the way I built dashboards that pulled the story out of the data, and wrote positioning that made technical products sound like people built them. I've led lean teams through launches and pivots, the kind of “more with less” that grows you a third set of arms.

The thread through all of it: finding the thing nobody could see yet, and giving it a shape other people can respond to.

The personal stuff

Moncton, New Brunswick. Atlantic timezone. The kind of place where everyone knows everyone and the fog rolls in at 4pm.
Three dogs: Sage, Basil, and Koska (KoKo Bean to us). They have opinions about my work schedule, and they're usually right.
Former showcasing musician, and 1/3 of my city's first all-female punk band. I laugh loudly and think deeply.
Building Rhythos, an app for cyclical productivity, made for people who don't work in straight hustle and love a little whimsy.

How I'm wired

I see what you can't.

You're too close to see it. That's how these things work. I come in fresh and find the story you've been sitting on — the thing that makes people lean forward when you say it out loud but somehow never makes it onto your website.

I build the whole thing.

Strategy and execution in one person. Brand identity, website and UX, from discovery to launch with zero handoffs. You talk to the person who builds it, so nothing gets lost in translation.

I pick missions I believe in.

I work with people whose work I'd champion anyway. My favourite day of any project is the one when your site goes live and you're proud to send people to it.

Who I've worked with

CurvePoint Brand system · Website · Product UX
Foreword Films Brand identity · Guidelines · Website
Bennu Labs Brand system · Product family · Guidelines
CPHR-NB Website
Melia Strategy Brand family
Frame and Forge In progress
Resume Wallet Rebrand · Website rebuild
Forbes MediClinic Brand identity · Website
Atlantic Thai Massage Brand identity · Website · Class registration
Purple Acorn Media Brand identity · Website · Social presence
Early Childhood Family Resource Center Website redesign · Brand refresh
Evan White Personal brand website

See the before and afters

Sounds like someone you'd work with?

Ready to talk

Tell me what you're building and we'll work out together whether I can help make it seen. I only take on a project when it's a hell yes for both of us.

Let's talk

Want to read me first

Unhidden in Plain Sight lands once a month, on the new moon, one hidden pattern per letter. Start with the latest: The decision you already made.