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 — JULY 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.
Agency branding — JAN 2026
The second report was on the manosphere and how it’s often talked about as a monolith. But in reality, it’s something far more complex: a fast growing media ecosystem made up of personalities, podcasts, comedians, and creators.
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.
knob creek
blender’s edition LTO — spring 2026
Blending in alcohol is typically seen as diluting the purity of the liquid. So for Knob Creek’s Blender’s Edition LTO, I wrote a social strategy that celebrates the blending as an art form, with the blenders as the artists that became a 4 part social series.