While in Spain on a Fulbright exploring Flamenco, I learned that “Duende” means channeling your deepest passion. I seek out that Duende—the soul—at the heart of every story: the authentic message that must be shared, the problem that needs solving, or the voice that deserves to be heard. This ensures each story or project resonates emotionally and connects with purpose.

This is where I dig deep to uncover the story’s core — reviewing assets, strategy, and messaging, then conducting research and interviews to shape a clear narrative. I used this approach with the Lambertville Library, which led from a rebrand to a community program and ultimately a festival. The pieces were there — research helped connect the dots.

Once research is complete, I analyze the story from every angle and synthesize it into a clear concept. I develop innovative ideas and express them with clarity when pitching, then refine them with client feedback—always aligning with budget, timeline, and overall vision for execution.

This is where the Duende comes to life. I fine-tune the strategy and infuse every part of the production with energy, emotion, and purpose, crafting experiences that move people and drive action. I thrive in taking ideas from spark to finish, assembling the right team and resources to create work that truly stands out.