the journey
Growing up, it always bothered me when someone wasn't being seen for who they really were. Something in me needed to fix it, to help them be their best selves and communicate that to the world.
I didn't know then that this would become my life's work. I just knew that miscommunication bothered me at a level that felt almost physical. And that when someone finally got to show up as themselves, fully and clearly, everything around them shifted.
I studied at OCAD University and began my career at agencies in Toronto and Miami, learning the craft at the highest level across global campaigns, national brands, and every sector from consumer goods and prestige beauty to financial services, mining, and arts and culture. Over time my practice evolved beyond pure creative execution into something deeper: the full architecture of how a brand thinks, communicates, and shows up coherently across every touchpoint.
In 2015 my longtime creative partner came to me with a vision I couldn't say no to. After years of building powerful campaigns for large brands, we wanted to use our skills to make a difference in the world. Together we created Higher Ground Collective, a women-owned, certified B Corp. working at the intersection of culture, sustainability, employee engagement, and strategic communication aligning organizational commitments with the story employees live every day.
While agency work taught me how brands are built, entrepreneurship taught me what it feels like to build them yourself.
Over the years I've launched and grown several ventures, including a yoga clothing line, lifestyle boutique, and Inés Sánchez Jewellery, a fine jewellery brand. Each one has offered a different lens on brand architecture, customer experience, digital commerce, and the realities of bringing an idea to life. I've also led a large sales team, which gave me a ground-level understanding of how brand and sales intersect, and how much communication matters when revenue is on the line.
How I work
Creative direction and brand strategy aren't separate disciplines, they're the same conversation.
I can walk into a business and know what’s missing. I can see who they truly are and who they aspire to be. I can hold the large, fully realized vision while building the strategy, creative direction, and communications leading to that vision.
I think like a founder because I am one. That means I understand what's at stake, not just what looks good. And it means I know the difference between work that’s pretty and work that actually moves a business forward.
Art, relationships, travel, and a deep commitment to personal growth continue to shape how I see, feel, and express the world. My best creative work has always come from being curious about being alive.
If this resonates, let’s connect.