HI, I’M LATRICE.
I’m a strategist, creative director, writer 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 resonate.
My work is rooted in curiosity and pattern recognition. I’m interested in what people are doing, why they’re doing it, what’s shifting around us, and the connections hiding in plain sight. Whether I’m leading strategy, developing concepts, or guiding a room, I turn what I notice into ideas people can actually do something with.
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.
When I’m not doing that, I’m probably eating something delicious, deep in a book, or chasing moments that shift 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 connect the dots between what’s happening, why it matters, and what could come from it.
My work lives somewhere between strategy and creativity. I use research, culture, human behavior and a healthy amount of curiosity to find the thing underneath the thing, make sense of what isn’t clicking, and turn what I find into a clearer way forward.
Sometimes that means you need my read on something. Sometimes we need to get in a room and work through it. Sometimes you already have the brief and need the ideas. And sometimes the problem is bigger than any one session or deliverable.
How we work together depends on how much of my brain you need.
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45 minutes · $75
Bring me the idea, decision or situation. Leave with my read on it.
For the thing you’ve been turning over in your head and want a sharp outside perspective on. We’ll talk it through, pull at what’s interesting and get to what I see that you may not.
No prep, research, audit or deliverables. Just my perspective, in real time.
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90 minutes · $299
Bring me a problem. We work it until you have a path forward.
Come with one challenge around your brand, business, marketing, content, positioning, campaign, launch or creative direction. We’ll get inside the problem, challenge what needs challenging and work toward a clearer way forward.
This is a working session, not a written strategy. No post-session deliverables.
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7–14 business days · $500
Bring me a brief. Leave with concepts.
For when you know what you’re trying to do but need the idea that makes it interesting. I’ll take one clearly defined brief, go away and think, then come back with 2–3 strategic/creative concepts built around it.
Each direction includes the thinking behind it, a clear articulation of the concept and illustrative ways it could come to life. Concepts are delivered in a written document with one round of consolidated feedback.
Full strategy, design, copywriting, production and execution are not included.