Marketing, built like a proposal that wins.

01

Award-Winning Project Storytelling

California Dream | Upward Construction

Challenge

How do you communicate the vision, craftsmanship, and collaboration behind a custom residence in a way that resonates with prospective clients, media, and award juries?

My Role

• Developed project narrative
• Authored media feature
• Wrote award submission narrative
• Coordinated project photography
• Developed website content
• Supported project marketing strategy

Outcome

• National CHBA Award-winning project
• Published feature in North Shore News
• Strengthened project visibility through integrated storytelling

Key Contributions

02

Digital Client Engagement

My House Design/Build

Challenge

With in-person seminars no longer possible during COVID-19, the firm needed a new way to educate prospective clients while maintaining meaningful engagement throughout the decision-making process.

Outcome

• Live chat integration increased client engagement and support responsiveness by 30%
• Webinar series contributed to a 20% increase in sales
• Established a webinar program that continues to support business development
• Improved client accessibility through integrated communication tools

Key Contributions

03

Brand & Marketing Refresh

Upward Construction Brand Refresh

Challenge

As Upward Construction continued to grow, its brand no longer reflected the quality of its work, design philosophy, or position within the custom residential market. Marketing materials, website content, and print collateral lacked consistency and did not fully communicate the firm's value or client experience.

My Role

Outcome

• Created a more cohesive brand experience across digital and print
• Improved communication of the firm's services and project portfolio
• Strengthened the alignment between brand, website, and client experience
• Unified templates, RFQ documents, and signage under one consistent brand standard
• Increased page speed by 20%
• Grew project volume by 60%
• Secured the firm's highest project value to date

Key Contributions

04

Alka Pools Workplace Transformation

Burnaby, British Columbia

Writing Sample — Excerpt

One roof, every function

For a family-owned pool company's headquarters, we transformed an existing industrial facility into a unified workplace that reflects the craft and care the business brings to its own work. Custom millwork, warm materials, and a residential sensibility combine with the practical realities of daily operations to create a space that feels as considered as it is functional—one that brings office, storage, and operational functions together under a single roof.

Tying it all together

A cedar pergola softens the transition between the industrial volume and the entry sequence, setting the tone before visitors even step inside. Walnut millwork wraps the reception area in a warm, book-matched wood volume, while a stone accent wall carries the material language from exterior to interior. Wood slat ceilings—repeated in both the reception hallway and the main boardroom—create a quiet visual thread that ties the front-of-house spaces together as one continuous experience.

Where craft meets operations

Throughout the design process, the goal was to establish a material language that felt residential without losing sight of the building's working purpose. Light walnut millwork, expanded glazing, and a restrained material palette of ACM cladding and longboard soffits extend across both exterior and interior conditions. Inside the boardroom, a marble-topped conference table and leather task chairs bring a level of polish typically reserved for corporate headquarters, while frosted glass partitions maintain privacy without closing the space off.

A workplace without a wall between two worlds

Rather than treating office and operations as separate concerns, the design keeps them visually and functionally connected. The adjoining warehouse—exposed steel structure, clear-span concrete floor, roll-up doors—remains legible as working industrial infrastructure, standing in deliberate contrast to the refined finishes just steps away. Office and operational areas are separated where required, but the transition between them is never a hard stop, reinforcing daily communication and workflow between teams.

Built without slowing down

Construction sequencing allowed the business to remain fully operational throughout the transformation, with work completed in coordinated phases so day-to-day work never had to pause for construction to catch up.

My Role

• Content strategy support
• Project narrative development
• Website and marketing alignment
• Coordination of collateral assets

Outcome

• VRCA Award — Silver Award, Best Tenant Improvement (Up to $10 Million)

05

Heritage Multi-Family Residential Complex

Project Scope: High-Density Heritage Revitalization & Multi-Family Residential  |  Bid Role: Proposal Lead & Content Developer  |  Outcome: Shortlisted; Secured $10M Project Win

The Challenge

We faced a critically compressed, two-week turnaround to submit a comprehensive Request for Qualifications (RFQ) for a major multi-family residential complex centered around a complex heritage revitalization. The submission demanded a meticulous compliance matrix, deep coordination across consultant teams, and a strategic approach to addressing dense urban integration and historical preservation guidelines under extreme timeline pressure.

The Strategy

To differentiate our submission, I drove a strategic narrative structure that moved away from standard boilerplate text and focused heavily on structural innovation and specialized expertise:

• The Narrative Hook: Framed the proposal around the seamless intersection of historic preservation and modern, sustainable living.
• Highlighting Mass-Timber & Adaptive Reuse: Prominently showcased our team's specialized past experience with mass-timber construction and heritage adaptive reuse, directly addressing the project's unique architectural and environmental parameters.
• Authentic Visual Integration: Leveraged original structural and job-site photography to visually anchor our project sheets and team resumes, providing immediate, authentic proof of our hands-on experience with complex timber framing and detailing.

The Result

The combination of a highly targeted narrative and high-end visual design successfully cut through a competitive field of applicants. The submission achieved a flawless compliance rating, advanced our team to the shortlist, and ultimately secured a landmark $10M project win.