This isn't the life
I had planned.
but I wouldn't trade it.

Where it actually started.

Before Traveling Wave Design Co., I served in the U.S. Army National Guard, then spent eight years building a direct sales business from the ground up. I started knowing nothing, just a stubborn willingness to learn everything I could, one lesson at a time.

That business grew to a quarter of a million dollars in personal sales, with a team of 200+ women under me. Ranked number nine in the company. Four years on the company's Social Media Advisory Council, helping shape content strategy for the field.

I was told again and again that's not how you build a business, but I built it anyway, leaning into social media when everyone told me not to, because with a growing family I needed something that fit my life instead of the other way around.

Building that business taught me how much a recognizable brand actually matters. I used branding to grow it and to set myself apart, and eventually I realized I wanted to teach others to do the same, under my own name and on my own terms.

Why my work actually works.

I have a BS in psychology, a Creative Strategist certification through Motion, four years on a Social Media Advisory Council, and eight years of direct sales experience leading a team of over 200 women. That mix is what quietly shapes every brand I build.

Color psychology. Typography psychology. The science of why a certain shade of teal feels trustworthy and a certain serif feels expensive. Branding is the study of how people feel before they think. If you don't design for that feeling, you're decorating. Not branding.

Combine that with a track record of helping clients look more established and convert better once their brand finally matches the business they run.

What you get is a strategist who happens to be exceptionally good at making things beautiful.

The unfair advantage.

While I was starting to build this business under my own name, my husband and I had already been building a different kind of life.

In under 100 days, we sold our 2,400 sq ft house, finished a basement remodel, and downsized our entire lives into a 32-foot fifth wheel. I was pregnant with baby #3. Homeschooling our older two. Carrying the emotional weight of the biggest transition we'd ever made.

We did it because we wanted to travel together. My husband's work takes him all over, and he often doesn't know where he'll be until the week before. So we needed flexibility, but we also needed stability. So we built a life that holds both.

Eventually we bought land as a home base, a place to return, reset, and park between adventures, and one day build our dream home.

We are in love with this life. From exploring the mountains, swimming in the lakes, and being by the ocean, my happy place, to traveling the roads less traveled and enjoying sunsets at our favorite destinations. Our kids getting experiences most kids will never have in their lifetime is the greatest reward.

That shows up in the way I work. The way I shoot. The way I write. Every brand I build carries some of that air with it. Our travels have shaped and inspired my creative process.

Pink, kept on purpose.

You may have noticed the pops of pink in my branding. Some people read pink as unprofessional. In reality, it's the acceptance of femininity, and femininity is innately creative. Hiding it would have meant building a brand that wasn't honest about who's behind it.

I don't put pink in every brand I build. Most of them never get it. My own brand kept the pink because it symbolizes my creative process, grown over the years, and my three beautiful girls who help inspire it.

That's the difference between a logo and a brand. A logo is what you put on your business card and call it a day. A full brand, the colors, the typography, all of it, is what makes someone feel something. It creates a brand identity. It's what makes them choose you over and over again.