CREATIVE FOR TRACTION

A 6-Word Hook and a fiercely focused group of early adopters. It’s like a match to kindling. More than a clever slogan or tagline, a hook is the creative anchor for your brand narrative. Six words or less pointing every communication to: “Why you?” What makes you uniquely different? And how does that difference authentically impact the person you serve? Raw. Real. Honest. When a brand understands what sets it apart through the emotional experience of its customer—and has the courage to lean into it—heads turn. Hearts open. Movement begins.

What sparks momentum when your brand is unknown, untrusted, or underfunded? When selling feels hard, acquisition is slow, you’re entering a crowded space, or chasing a new crowd?

Hi, I’m Katrina

An Effie-winning creative director, brand strategist, and fire starter.

For more than 25 years, I led agency creative in the heart of America, finding the 6-Word Hook that moves people—and turning that idea into unexpected creative that accelerates results.

I’ve worked with some really big companies, including P&G, Roche, Lilly, Elanco, Cummins, and Weston Foods. I've also worked with fast and nimble brands. Clients who know their product is good but can’t get targets excited about it. Founders with great ideas whose pitches aren’t landing. Established brands ready to break into new verticals, territories, or demographics.

The categories have changed. The challenges have changed. The goal has always been the same: Traction.

Along the way, I moved to Switzerland. Since 2020, my German husband and I have called Basel home. And in 2025, I decided to build something of my own.

Today, I partner globally with companies, founders, and agencies on positioning, the 6-Word Hook, campaign ideation, art direction, and multi-channel execution. 

An Effie-winning creative director, brand strategist, and fire starter.

For more than 25 years, I led agency creative in the heart of America, finding the 6-Word Hook that moves people—and turning that idea into unexpected creative that accelerates results.

I’ve worked with multinational companies, including P&G, Roche, Lilly, Elanco, Cummins, and Weston Foods. I've also worked with fast and nimble brands. Clients who know their product is good but can’t get targets excited about it. Founders with great ideas whose pitches aren’t landing. Established brands ready to break into new verticals, territories, or demographics.

The categories have changed. The challenges have changed. The goal has always been the same: Traction.

Along the way, I moved to Switzerland. Since 2020, my German husband and I have called Basel home. And in 2025, I decided to build something of my own.

Today, I partner globally with companies, founders, and agencies on positioning, the 6-Word Hook, campaign ideation, art direction, and multi-channel execution. 

What sparks momentum when your brand is unknown, untrusted, or underfunded? When selling feels hard, acquisition is slow, you’re entering a crowded space, or chasing a new crowd?

A 6-Word Hook and a fiercely focused group of early adopters. It’s like a match to kindling.

More than a clever slogan or tagline, a hook is the creative anchor for your brand narrative. Six words or less pointing every communication to: “Why you?” What makes you uniquely different? And how does that difference authentically impact the person you serve? Raw. Real. Honest.

When a brand understands what sets it apart through the emotional experience of its customer—and has the courage to lean into it—heads turn. Hearts open. Movement begins.

Take my thinking and creativity & do great things

Take my thinking & do great things

Single tactics or multi-channel

Bring the hook to life
in unexpected ways

Set the strategy
and 6-Word Hook

FINISH
WITH A
PLAN TO
EXECUTE

CONTINUE
FOR MY
CREATIVITY

HIRE ME
FOR MY
THINKING

Take my thinking and creativity & do great things

Take my thinking & do great things

Single tactics or multi-channel

Bring the hook to life
in unexpected ways

Set the strategy
and 6-Word Hook

Hire Me
For My
Thinking

Continue
For My
Creativity

Finish
With A
Plan To
Execute