I believe in connection, I believe in creativity, I believe in hard work, and I believe in french fries.

a little bit about me

My name is Jasmine, and I tell stories. I was meant to help people thrive (and to shake my tail feather on the dancefloor). I sometimes feel that my role in life is that of a translator—to help people feel connected and understood. To help people reach others.

I'm a Canadian who's been in California for twelve years, and while I'm based in San Diego only minutes from the magic of the ocean, it's actually the desert that has my heart. I’m constantly wowed by this place we call home, and spend much of my time in my 1939 abode, renovating it with a Palm-Springs-Meets-Joshua-Tree desert aesthetic, gardening with totally unearned confidence. I grew up in Montreal, so I like Arcade Fire, speaking French, and eating poutine. I have a Scottish husband named Scott, a grumpy old tuxedo cat named George, and a lovable golden-heeler mix named Matilda, who really wants to kiss your face. I’m an INFJ and enneagram one, so I’m an empath, a big-picture thinker, opinionated as hell, a perfectionist, and driven to make the world better.

I’m a whole-hearted believer in the genuineness, curiosity, growth, and art of making things with one’s hands. I use mine occasionally to make pottery, paint, or strum on my guitar, and daily to tell stories about incredible mystic wonder between people, and the inspired magic that comes from creative entrepreneurship. Years as a brand strategist and designer helped me to fall in love with storytelling and out of love with corporate bureaucracy. Now I’ve spent over a decade as a photographer, authentically reflecting real human experiences, inspiration, and creativity. I also teach and coach creative entrepreneurs at how to repair and rebuild fractured or unstable brands, figure out their purpose and direction, identify their unique strengths, and start reaching the people that matter.

My Three Faves

George

20 lbs of our snuggly demanding tuxedo beast. Our grumpy old man. 15 years of telling us who's the boss. AKA the chaperone—he sleeps between us.

Scott

16 years together. My Scottish dude, my rock, my tech guru, personal woodworker, and second-biggest fan (he can't compete with my mom)

Matilda

Our sweetest Tilly-Girl. Rescue from the streets of Mexico, seven-ish. Velcro dog, kiss-obsessed, desperate to show you her toys.

The Whole Story

As a natural entrepreneur, it’s a wonder I spent so many years fooling myself into thinking that working for someone else would be best for me. I studied to be a painter in college before eventually completing a degree in design. I remember thinking that while I loved making art, there was no way I would be able to make a successful living at running a business. After all, what did I know about marketing? Years after my design degree, I was settled well into my supposed dream job as a brand strategist and designer, working at a hip, in-demand branding/ad agency, and I was utterly miserable. I was working on high-profile ad campaigns for major international brands. I was flying out of state for important meetings and launching high-reach projects. Yet I was flabbergasted, frustrated, and stuck.

What was wrong? First and foremost, there was a pervasive emptiness in the work we did. All my years of brand strategy study never mattered in giant boardroom meetings where everything was design-by-giant-committee without being rooted in wise and effective design planning and goals. It all led to a total lack of connection. My rare joy at work always came in between the big campaigns, when we’d squeeze in a rare small project—local people launching their businesses, creatives striking out on their own, inventors, shops, makers who really cared about what they were doing, who were engaged with their communities and looking to build something real. These are the people that inspired me, the projects that made me feel empowered and connected. 

One day it became clear that that’s where I belonged. I’d been a photographer on the side for years, and after going full time, I thought to myself that maybe one day, if I was really, really lucky, I might be able to reach my old salary. That’s was my “big reach goal” and it was a secret because it felt so incredibly unrealistic that I didn’t want to say it out loud. I hit it two years later, and doubled it the year after that. Now I’ve been a professional photographer for over a decade, and have been growing my coaching offering for the past two years which has been even more fulfilling. Connection—helping people reach others. That’s what I’m about. My path to success has drawn so heavily on all of my history in design and as a strategist—I feel enormously fortunate to have that breadth of education to layer in alongside all my experience at being a solopreneur. It has informed so much of what I have done, and how I have done it. I used to think I had wasted so much of my time studying/pursuing/working in the wrong domains. But it all led me here.

These days, I wear many hats and titles, but at the core of it, I’m simply a storyteller. Sometimes that means taking photographs, strategizing about or for brands, writing, speaking, or teaching. Sometimes it means helping others harness something in who they are and what they do, in order to make their impact in the world, reach the right people, and connect and serve a growing audience.

I’ve walked the path you’re on, through the dense forest of uncertainty that leaves you feeling stuck. I know what it takes to take the great risk of pursuing your dream. I know the hard work it takes, day-in and day-out just to stay afloat. I know how frustrating it is to feel like you’re spinning your wheels. Like you have so much talent, so much magic to offer the world, but yet you’re struggling to connect, to grow, to progress. Like I said—I’ve been in the dense forest you’re stuck in. And I know the way out. So let’s kick off your transformation.

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