Hi, I’m Abby. I’m a brand strategist.

I’ve worked on Nike, Ford, Knob Creek Bourbon, Zelle, Fifth Third Bank, Lufthansa, TikTok, SimpliSafe and Chiquita.

Play me in rock-paper-scissors. I’ve been training for years.

culture report

Agency branding — summer 2025

I started an in-depth report series called Deep Cuts at Pereira O’Dell where the strategy team could publish POV’s on culture. The first report I wrote is about how the swing towards country culture isn’t a trend but an everlasting part of American identity.

Full report here

NIKE

woMEN’S WORLD CUP — Summer 2023

Women footballers have historically been praised for progress, not play. To change that for the Women’s World Cup, I developed positionings that spotlighted their skill: Sophia Smith’s silent but deadly grin, Alex Morgan’s effortless goal scoring, and Debinha’s embodiment of Joga Bonito.

ford

Bronco — summer 2024

The Bronco doesn’t just take you to the wild— it reminds you it’s already in you. For the launch of the 2025 Bronco, instead of pushing features, we told stories of instinct: a Bigfoot believer, a house dog gone primal, and a woman who never outgrew the wild.