Writing, Strategy & Creative Direction
Hi, I'm Greg, a writer and creative director from California. I help brands discover their own POV and find the right words to express it. I also occasionally write about my kids, travels, and fishing trips. Huge fan of Charles Portis. Winner of two Adam Sandler lookalike contests. Currently holed up in my office trying to get some alone time.
Brand voice, campaigns, and creative direction across outdoor, lifestyle, and consumer brands.
Defining the voice and visual language for one of the most authentic outdoor brands.
A manifesto for the people who build things, fix things, and make things work.
Most people don't know we make bags. We had to tell them in the most YETI way possible.
Redefining how a sock brand talks about standing for something.
Rants, a few photos, and lots of scattered thoughts about the places I've been and all the ways my kids drive me nuts.
Most brands think voice is about choosing the right words. They're missing the point entirely.
What you learn about America by stopping at every independent coffee shop between here and there.
Why I still write everything down by hand, and what gets lost when you don't.
Good writing is great for business. But it's not about content or being "human" or "simple," or any of that stuff that makes everyone sound the same. Good writing is getting clear on what you want to say first.
Everything's louder today. More content. More opinions. More "hooks" and "stories." Volume has increased, but attention spans haven't. If words don't have anything interesting to say, they're just white noise.
Some of the brands and companies I've had the privilege to write for.
I'm always open to new projects, interesting conversations, and challenging briefs. Get in touch →