I’m Yelle (she/her), a Brand Strategist in NYC who also loves 🌴places. I am a zealous supporter of ecological reform, sensitive to slight changes, signals, or influences in culture, and my idiosyncratic approach to problem-solving often leads to creative solutions.

Brand Strategist

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Brand Development

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Brand Positioning

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Brand Identity

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Brand Messaging

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Brand Marketing

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Brand Management

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Brand Analytics

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Brand Growth

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Brand Reputation

Brand Strategist ✦ Brand Development ✦ Brand Positioning ✦ Brand Identity ✦ Brand Messaging ✦ Brand Marketing ✦ Brand Management ✦ Brand Analytics ✦ Brand Growth ✦ Brand Reputation

An Interconnected System

I seek to align brands with planetary propositions.

This is my way of thinking about the interconnected system where our actions have an impact on the planet. One way I’m doing this is by critiquing the sustainability initiatives of 100 brands in 100 days.

Pulse

BRAND GREEN SCREEN ↗

A Fundamental Force

On the electromagnetic spectrum

The electromagnetic force is one of the four fundamental forces of nature and its spectrum allows for the full range of possible frequencies. It is a dominant force and my embodiment of it has enabled me to be a source of light, inspiration, and positive energy that has benefited my clients, employers, and teammates.

My Journey

From entrepreneur to ecopreneur

As the Co-founder of In Creative Co, a boutique branding studio, I wore 4 bucket hats and 3 stiff brim hats. I ran day-to-day operations, led client projects and a 50-person creative collective. As an entrepreneur, my self-motivation is as aspirational as Nike’s tagline “Just do it.”

Our branding studio was shifting from everything-for-everyone to real estate marketing to amplifying the sustainability initiatives of green building projects. I stepped down in pursuit of a full-time role and landed at RXR.

IN CREATIVE CO ↗

A “Mediamorphasis” Evolution

I am a master in branding

STRATEGY

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STRATEGY ✦

STRATEGY

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STRATEGY ✦

At the School of Visual Arts “SVA,” I explored the role that brand strategy plays in behavior, business, culture, and marketing through the first and longest running Masters in Branding graduate-degree program.

We worked directly with the Brand Strategy team at Google and the board members of the Leslie-Lohman Museum of Art in SoHo. Our program culminated in a thesis project which allowed me to propose a “mediamorphasis” evolution of the the Instagram brand.

INSTAGRAM ↗

I gave my teeth a manicure and then the world followed. 😁 It was a mix of my million dollar smile and marketing skills that scaled CHRŌM Toothpolish from its early days to being globally recognized in tons of viral TikTok videos, featured on New York Mag’s “The Cut: Radical Beauty,” and in-store at Urban Outfitters and Dolls Kill. As the Fractional Chief Marketing Officer, I learned how to run a company and scale a brand.