The Evolution of "Evolve Brands. Empower People. Move Forward."
It’s funny how a tagline—a handful of words—can encapsulate years of blood, sweat, and (occasionally) tears. For me, Evolve Brands. Empower People. Move Forward. is more than just a clever slogan. It’s the culmination of experiences that didn’t fully crystallize until I had some solid leadership under my belt. And, let’s be honest, a few stumbles along the way.
To be clear, this isn’t some revelation I had early in my career during my days at Goldman Sachs or during my journey in fashion with the Delinquent Cheerleaders (though those were some very formative and truly ridiculous years of just unfettered debauchery). Back then, failure was a badge of honor, and hustling through the chaos of NYC fashion, surrounded by boss women and fabulous queers who knew how to kick ass at work and on the scene, shaped a lot of who I am today. But the deeper understanding of what it really means to evolve, empower, and move forward didn’t click until much later—after I’d built teams, led departments, and watched both success and failure unfold on a much bigger scale.
Over the past few years, particularly within my last role, I began to fully appreciate the power of surrounding yourself with incredibly talented people. Seriously—frondeur talent is like rocket fuel for growth, both for the brands I’ve worked with and for myself as a leader. It’s one thing to have great ideas, but it’s another thing entirely to execute them. And the truth is, you can’t do it alone.
Looking back, I can pinpoint moments where the philosophy behind Evolve Brands. Empower People. Move Forward. was forged. It was in those meetings where my team and I wrestled with complex challenges, pushed each other to think bigger, and then watched as something truly incredible took shape. It was in moments where I empowered someone else to lead—gave them the space to own an idea, run with it, and ultimately make it better than I ever could have on my own.
That’s when it all started to come together: the constant evolution of brands (because standing still is not an option), the importance of empowering the people you work with (because they’re the ones who bring ideas to life), and the commitment to keep moving forward (even when you fail—especially when you fail. Just keep going).
The Journey of Evolving
For me, evolving a brand isn’t just about keeping up with the latest trends or jumping on whatever shiny new thing is trending on social media. It’s about staying truly connected to your audience and culture. Over the years, I’ve worked with brands in CPG, finance, hospitality, healthcare, spirits, and tech—industries where change is constant and often chaotic. The brands that thrive aren’t the ones chasing trends; they’re the ones that stay relevant by deeply understanding the evolving needs of their audience.
It’s a lesson I’ve learned firsthand through countless brand transformations. At my last agency, I led a team tasked with revamping a brand that was struggling to stay competitive in a cutthroat, completely saturated market. Through a blend of data-driven insights, creative strategy, and (most importantly) collaboration with my team of rockstars, we didn’t just evolve the brand—we elevated it. And while it wasn’t without a few missteps, those moments of friction are what made the final outcome that much more impactful.
Empowering the Right People
I’ll be honest: It took me some time to fully grasp that leadership isn’t about me having all the answers—it’s about creating the conditions for others to succeed. The real magic happens when you empower the people around you. Over the years, I’ve seen first-hand what can happen when talented people are given the space to stretch, experiment, and yes, even fail.
In my last role, I had the privilege of working with some of the smartest, ingenious people in the industry. It’s no exaggeration to say that my success was a direct result of their brilliance. And it wasn’t just about delegating tasks; it was about empowering them to take ownership, make decisions, and drive the work forward.
This was where my leadership really evolved. I stopped focusing on control and started focusing on trust. When you trust your team and empower them to take risks, the results can be transformative—not just for the work, but for the individuals themselves. And guess what? They end up empowering you right back.
Moving Forward, No Matter What
And finally, the big one: moving forward. If there’s one thing I’ve learned (especially over the last few years), it’s that you can’t afford to stay stuck. Whether it’s a brand that needs to pivot or a personal failure that feels like a setback, the only real failure is staying in one place. You have to keep moving—learning, iterating, and improving with every step.
Moving forward isn’t always linear. Sometimes it feels like one step forward, two steps back. But every misstep has its lessons, and every lesson gets you closer to where you need to be. This was especially true in my leadership journey. I’ve failed plenty—trust me—but each time I dusted myself off and figured out what to do next. That’s what evolving, empowering, and moving forward is all about.
So, what’s your mantra? Now that I’ve shared mine, I’m curious: What’s the phrase, belief, or philosophy that keeps you going? What’s been your guiding principle, especially when things get tough? Drop a comment below—I’d love to hear about your own journey.