Hi, I’m Zane

I help brands develop their identity and express it through memorable concepts and copy.


I’m a creative problem solver with over 10 years experience at big brands, small brands, tasty brands, inedible brands, super serious brands, sorta-funny brands.

Nowadays, I specialize in startups and market challengers.

Client quotes:
“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.” Reed Schmidt, Creative Director, Guava

“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.” Gregg Hemphill, CEO, Nexbelt

“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.” Gina Colonette, Senior Social Media Manager, Philips 

My values:
Curiosity. The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.

Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”

Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.

Brand Strategy 

    My approach to brand strategy has changed fundamentally over the years. Thanks in large part to continual education in the form of working with <designers and strategists><books like this one>, <podcasts> and <training>

    I’ve gone from a “our WHY is everything” type strategy toward a method that is more scientific. Based on observations, competitive analysis and testing our hypotheses.

   Typically, a brand strategy will include:

Connect Business and Brand 
  • Defining the business challenge
  • Defining the consumer challenge
  • Defining brand objectives 

The 3 Cs
  • Company audit 
  • Competitor audit 
  • Consumer audit

Research and Insights
  • Defining company insights 
  • Defining competitor insights
  • Defining consumer insights 

  • Finding distinction vs category
  • Finding your main benefit and brand promise
  • Creating a new positioning statement

    If you’re considering reaching out to discuss brand strategy, here are a few helpful questions to ask yourself first.

Why are you making this change?
Why brand strategy (and not something else)?
Why are you doing this now?
Why me? What led you here.

<Ask Me About Brand Strategy>


A novel product (a belt without holes) was looking to develop distinction from their competition.

Research lead to insights 

Insights led to a new brand promise

Client quote

Unique Vintage 

A fashion brand wanted to reach new consumers and develop a new identity while staying true to their roots.  


Research led to insights

Insights led to a new brand promise:

Client quote


An established cannabis brand wanted to rebrand, refine their consumer segments and stand out in a cluttered category. 

Case study coming soon.