I work across brand identity, campaign creative, and digital design. My process starts with what the brand actually needs to say and who it's talking to, then builds outward from there, the identity, the campaign, the visual system, all in service of that.
I've worked both sides of the table, agency and in-house, and each taught me something the other couldn't. Agencies gave me the craft: building brand identities from the ground up, developing campaign concepts, directing photo and video shoots, presenting ideas to clients and defending them under pressure. In-house gave me the follow-through: owning a brand's entire digital and social presence, directing the content and campaigns that live inside it, and watching what I build actually perform, then going back and fixing what doesn't.
That range is really the point. I can sit in a concept meeting and also sit in a performance review, because I've done both jobs, not just one.