HI, I’M LATRICE.

I’m a strategist, creative director, and facilitator with a sharp point of view and the range to match. I build brands from the inside (and insight) out, shaping campaigns, conversations, stories, and experiences that carry real cultural weight.

My work is rooted in pattern recognition and built for resonance. Whether leading strategy or guiding the room, I help brands name what matters, bring it to life, and turn clarity into action.

I’ve worked across fashion, e-commerce, real estate, talent, and consumer goods, with wins including a Gold Honor Shorty Award for Dove Chocolate and a Silver Pencil for a student campaign with Vaseline. From workshops to rollouts, I turn insight into ideas that move brands from noise to clarity and from clarity to impact.

When I’m not doing that, I’m probably eating something delicious, deep in a book, or chasing a moment that shifts how I see the world. Right now, I’m reading Culture-Led Brands by Leila Fataar and binge-watching Mad Men with a fully developed frontal lobe.

briefme@mindoflatrice.com

BRANDS I'VE WORKED WITH

My Approach

I help teams connect the dots between the story and the strategy. My approach grounds big thinking in real life, whether that’s trend reports with insights that cut through noise and spark ideas, workshops that align the room and move the work forward, or campaigns that actually resonate.

If clarity, depth, and cultural fluency matter to your next move, we’re already speaking the same language.

  • I help you shape the positioning, messaging and core idea that anchors your campaign and sets the creative up to win.

  • I help you spot the real shifts behind the trends and use them to shape work that hits.

  • I help your team dream big and think sharper and align to make decisions with more focus through custom-designed sessions.

Work With Me