Hi, I’m Kalle (like daily)
I’m a writer and creative leader who’s been in the business almost 20 years. I prioritize strategic thinking and original writing to help big brands get better at being themselves in everything they say.
I’m usually leading one of two types of projects: Refreshing a brand’s foundational narrative about itself (aka brand identity, brand voice, brand platform work), or leading campaign concepting and execution, for global brand or product campaigns.
In between these two types of work are a ton of fun writing projects, like brewing up manifestos, establishing tone and style for social, writing scripts, storyboarding, and helping brands write emails that won’t get binned on sight.
My creative north star is making people feel seen and inspired when they interact with the work. I also try to make my colleagues and mentees feel the same.
I spent about a decade at Nike writing for the brand and product, and directing narrative strategy. There I learned great work only happens when you understand what your audience feels—and you’re able to rally internal teams around a single sharp idea.
In the last seven years I’ve worked with brands like Arc’teryx, Instagram, Gatorade, Nike, Apple Music and a ton more, and agencies like Instrument, Work & Co, Nemo Design, and Conscious Minds.
I deeply love mentoring other writers and creatives, and leading projects with eager collaborators. I try to lead through conversation, empathy, and a focus on the emotional experience of the end user.
I live in Portland, Oregon and work with brands all over the world. But I do love stepping away from the screens to run, walk, and bike in the mountains, or take road trips around the west with my baby boy and my partner.
Thanks for stopping by, let’s do some work.