Feeler of feelings and haver of long conversations.

Out-loud thinker, frequent cryer, big dreamer.

I endeavour to create space in which your stories can be freely spoken, and where you can define who you are on your terms.

I love having deeper, explorative conversations with people about their life and work because I know from experience how cathartic and validating it is to be heard and understood.

I am dichotomous: conceptual and literal, thinking and feeling, silly and serious, philosopher, idealist, with feet firmly rooted in reality.

I live at the intersection of ‘heart’ and ‘mind’, where ‘pragmatic’ meets ‘poetic’.

I know that we can face challenges, varied and complex, in expressing ourselves and our creativity—I am committed to supporting you through yours.

Fin in her office, sitting at her desk.

In no particular order of importance…

  • I believe that branding is a spiritual practice.
  • I believe in centering our work around exploration, curiosity, and connection.
  • I believe that every person’s journey is singular, and my work involves respecting and honouring it as such.
  • I believe that showing up fully in our work can look a million different ways—and we get to decide how it looks for us.
  • I believe in taking our work seriously, but not taking ourselves seriously…where’s the fun in that?
  • I believe that context is everything.
  • I believe in embracing the grey areas—they’re where the good stuff’s at.
  • I believe in honouring our lived experiences.
  • I believe that spirituality is about deepening our relationship with reality.
  • I believe that the standard by which we define and measure success and fulfillment is for us alone to determine.
  • I believe that our voice matters.
  • I believe that we can hold opposing thoughts and have them be equally valid.
  • I believe that it’s never too early and never too late to define (and continue to re-define) who we are.
  • I believe in cultivating perspective, that how we choose to interpret and tell our stories makes all the difference.
  • I believe that absolutism stunts creativity, growth, and discourse—let’s cut that sh*t out.
  • I believe that we are all connected through our stories.
  • And I believe in the transformational power of being flexible with our beliefs.

Things have been tough lately for dreamers. They say dreaming is dead, no one does it anymore. It’s not dead it’s just that it’s been forgotten, removed from our language. Nobody teaches it so nobody knows it exists. The dreamer is banished to obscurity. Well, I’m trying to change all that, and I hope you are too. By dreaming, every day. Dreaming with our hands and dreaming with our minds. Our planet is facing the greatest problems it’s ever faced, ever. So whatever you do, don’t be bored, this is absolutely the most exciting time we could have possibly hoped to be alive.

— Man on the Train, Waking Life (2001)

My Mission

To help others expand into their envisioned self through values-based coaching and meaningful, purposeful brand and business strategy.

I partner with gentle and determined individuals to explore their identity, define who they are on their terms, and consider the impact they wish to have so they can practice being themselves through their work.

Because we’re complex and layered.

I make room for what’s necessary in your process: stories, traumas, overlapping identities, emotions, and what goes on in your head (and your heart) so you can better align how you show up in your work as your layered self, at your own pace, on your terms, and in all of your complexity. I am connection-driven, and my background in social work, coaching, literature, and brand design informs my work in helping people from the heart.

Because ‘work’ and ‘healing’ aren’t mutually exclusive. Because branding is a spiritual practice. Because stories are at the heart of every brand. And because no story is more powerful than your own.

I can’t tell you who you are, but I can keep you company on your journey. Let’s talk.



  • Bachelor of Design with Honours (BDes), York University/Sheridan College
  • Master of Social Work (MSW), Virginia Commonwealth University
  • Certificate in Sexuality Studies, York University
  • Bachelor of Arts in English Language and Literature (BA), Kuwait University

Professional Development

  • Certified Brand Specialist, Level C
  • Life Coach Training, Rayner Institute
  • Certified Digital Business Consultant, WP Elevation