SouthSwell Digital

Agency-side at SouthSwell, I led creative and content strategy for 25+ brands in behavioral health—an industry where the stakes are high, the subject matter is deeply personal, and most marketing sounds exactly the same.

The strategy: find the human story underneath the clinical language. I built brands from the ground up, leading positioning, messaging, voice and creative direction across web, campaigns, SEO, paid, editorial and video. For brands like Ocean Ridge, Neurish, Madison Recovery and Casa Capri, I helped turn complex treatment models into distinct identities designed to connect with real people at some of the hardest moments of their lives.

My role stretched well beyond copy. I directed designers and video teams, shaped visual identities and logos, built content and messaging systems, and worked across strategy, creative and performance to make sure every touchpoint told the same story. The goal was never just to make treatment centers sound better. It was to make them sound like themselves—and give people a reason to trust them.