Beyond the Logo:
A Strategist's Story

I grew up in my father's sign shop, a world of vibrant colors, huge vinyl sheets, and the sharp smell of paint. It was my first design school. I’d watch my father consult with business owners, translating their ideas into brand packages, storefront signs, vehicle wraps and lettering as well as fliers and other printed assets.

I was fascinated by how he could capture a company's entire story in all of these creatives, but I quickly learned the most successful brands had something more. The logo was just the beginning of the conversation, not the whole message. They had a purpose, a clear story, and a reason for existing.

That early fascination with the foundation of a brand, not just its final look, became my guiding principle. It's the core idea behind The Lakrimay Parade, my strategic creative practice, and why I believe in building or understanding the "why" before we build anything else.

First, Find Your Banner.
Then, Plan the Parade.

My philosophy is simple. In a world full of noise, most brands are just adding to the clatter. What they need isn't another logo or product; it's a parade.

A parade isn't just a random procession. It has a purpose. It requires a leader, a route, and a reason to celebrate. I partner with brands to build all three.

1. The Banner (Your Purpose): This is your "why." It's the singular, unshakeable truth that your audience can see from a mile away and feel proud to follow. We find this first.

2. The March (Your Strategy): This is the plan. It’s the route we take, the pace we set, and the story we tell. It’s the brand strategy that ensures every single step is confident, intentional, and moving in the right direction.

3. The Celebration (Your Creative): This is where your brand comes to life. It's the art direction, the web design, the social campaigns, and the email marketing. This is the orchestra, the choreographed dance, the elaborate floats, and the perfectly designed costumes. It's the entire, cohesive, and joyous expression of your purpose.

From Stock Rooms to
Strategy Rooms

Before I was a creative strategist, I was a student. I continued my hands on education on the front lines of the world's most iconic brands: Tiffany & Co., Giorgio Armani, Apple, and Hermès.

On paper, I was in the stock room and operations. In reality, I was an insider, getting paid to learn. My favorite part of the job? The brand and company training sessions—the very thing everyone else dreaded, I loved.

But it went beyond the manuals. I was able to see those brands come to life. I saw how product storytelling became the brand's voice, engaging both internal teams and external customers. In those training materials, and on the sales floor, I saw the 'Banner' and the 'March' in action. I saw how a company's mission and values were translated into every internal memo, every product detail, and every customer interaction. It was the blueprint for building a brand that lasts.

I took that blueprint and got my big break in 2020. I left retail to join a startup watch retailer as their Brand Strategist and Creative Director. We built the brand from the ground up, scaling to three physical stores in the Upper East Side, Miami, and Beverly Hills. All while I was helping giants like the BMW Group tell their stories on marketing platforms as a freelance graphic designer.

Now, I'm bringing that C-suite experience to you. The Lakrimay Parade is my practice, built to help businesses—especially in this new age of startups—to find their banner, plan their march, and build a celebration so compelling, the world can't help but join in.