Spinnaker Consulting wanted to create a new company around its machine-learning expertise with a brand that felt younger, more agile and distinctly its own. I developed the Flying Phase name from the sailing term for the moment a catamaran rises above the water, reducing drag and accelerating forward — a natural connection to the Spinnaker brand with an entirely different energy. From there, I led the positioning, voice and creative direction for the launch, creating a brand that brought a sharper, more contemporary personality to complex financial consulting.