Brand strategist for leaders, teams and organizations building culture focused-brands from the inside out.
Building brands as operating systems by focusing on:
Spotting the cultural shifts and whitespace shaping your brand’s next chapter.
Cultural Insight Research
Trend Analysis
Market Positioning
Brand Opportunity Mapping
Clarifying what’s real inside your organization and how it shows up in the world.
Brand Strategy Frameworks
Messaging & Storytelling
Organizational Alignment
Content Strategy
Designing stories, platforms, and experiences that people want to return to again and again.
Community Building
Strategic Partnerships
Platform Development
Network Cultivation
About
With over three decades of experience in integrated brand transformation, Tracy partners with consumer lifestyle, corporate, and nonprofit organizations to drive growth and connection. Previously, as Director of Client Relations at Simply Be. Agency, she drove creative strategy and personal brand development for corporate executives and entrepreneurs.
Tracy now focuses her work on being a strategic advisor to organizations and midlife leaders navigate and capture opportunities within the $22 trillion longevity economy, as the founder of Shift Brand Lab.
A veteran of the home and design industry, Tracy helped transform the International Housewares Association’s trade show by launching "The Inspired Home." This consumer-facing platform successfully integrated a network of 30+ design influencers, a print magazine, and experiential events to modernize the brand.
Beyond consulting, Tracy builds community as Board President of First Year Forward, supporting individuals navigating life transitions, and as founder of Mother Ruckers, a group dedicated to building resilience through rucking.
Tracy holds a B.A. in Journalism and English Literature from Indiana University and is a graduate of the Modern Elder Academy. She is based in Deerfield, Illinois.
Brand Experience: