HI,
I’M ERICA
I coach creatives through the space between who they’ve been and who they’re becoming. Which is a fancy way of saying: I guide people through the disorienting, gorgeous process of reinvention.
For years, I worked as a designer/art director/creative director at top-tier agencies and companies. I know what it’s like to be good at something that’s slowly killing you. To feel creatively bankrupt while everyone around you thinks you're crushing it. To crave change but have no idea where to start—and to feel ridiculous for even wanting more when you “should” be grateful.
I’ve navigated multiple pivots. Some graceful. Some messy. All transformative. I’ve walked away from stable roles to figure out what I actually wanted, spent months introducing myself with identities I was still growing into, and learned that reinvention rarely looks as clean as the before-and-after posts suggest.
Throughout my career as a creative professional, I’ve realized what truly matters to me: the relationships I build, the collaborators I engage, and the care I offer by creating safe, imaginative containers for growth, creation, and play. My creativity feels electric and boundless when I’m in service to others’ exploration and transformation.
Now, I bring that lived experience—and the frameworks I developed through my own messy becoming—to creatives who are ready to do the work of coming back to themselves.
HOW I WORK
My coaching style is born from years of navigating creative work, reinvention, and big questions about purpose. It’s a blend of structure and intuition, collaborative in nature, and designed to support deep inquiry, self-trust, and your most aligned next moves.
HEART-CENTERED CURIOSITY
My top priority is creating a safe, judgment-free space where you can explore your thoughts, feelings, and experiences with curiosity and play. This isn’t about fixing what’s broken—it’s about making space for what wants to emerge.
AUTHENTICITY HYPE PERSON
Bring your weird—I’ll bring mine too. I’m here to support you in showing up as your truest, boldest self. Our sessions are a space to tackle anything, from workplace boundaries to career crossroads to the deeper questions of purpose and meaning that keep you up at 3 a.m.
NON-DIRECTIVE INQUIRY
You lead the process; I guide with reflective questions rather than advice. Think of me as a mirror, helping you uncover insights you didn’t realize were already there. This approach empowers you to shape your own answers, build autonomy, and strengthen your self-trust—especially important when you’re used to being the one everyone else turns to for answers.
DEEP, CREATIVE, FUN
Going deep doesn’t have to feel heavy. Let’s experiment, play, and laugh along the way. I’ll bring in tools like visual mapping, FigJam explorations, creative journaling, or hands-on exercises to keep the process engaging and energizing.
WHAT I BRING
“Never a failure, always a lesson.”— Rihanna
I know change intimately and have come to embrace the messy, mysterious process of transformation. From navigating major life transitions—like climbing the corporate ladder, going freelance, leaping into self-employment, healing chronic illness, to embracing my queer identity—I've been shaped by the alchemy of turning challenges into opportunities for growth.
When you work with me, you're getting more than a coach—you're gaining a thought partner, collaborator, and hype person deeply invested in your journey as a whole person.
Coaching with me is bold, energizing, and creative—a process designed to unlock growth in unexpected and meaningful ways.
HIRING A COACH
Let's name it: there's a lot of coaching out there. Some of it's deep, rigorous, and genuinely transformative. Some of it is not.
Coaching is still an unregulated industry. Anyone can call themselves a coach, whether they're trained or not. That doesn't mean all uncertified folks are unhelpful—but it does mean you should be discerning.
Here’s what I want you to know:
- I’m working towards my certification through the International Coaching Federation (ICF)—the gold standard in coaching ethics, methodology, and continuing education.
- I’ve trained in core coaching competencies through Berkeley Haas Executive Coaching program with reflective supervision.
- I also work with my own coach and therapist.
You are the expert of your life. My role is to help you hear yourself more clearly—and walk with you as you create what's next.
I'm not a licensed therapist. Coaching is not a replacement for therapy—but it can be a powerful companion to it.
EVERYTHING IS POLITICAL
Including coaching. So much of modern coaching is steeped in neoliberal self-help culture—where everything becomes a mindset issue, and success is framed as a solo pursuit.
I'm not here to help you optimize your life so you can perform better under capitalism. I'm here to help you remember what you want—and support you in designing a life that makes sense on your terms, not someone else's metric of success. Because the pressure to hustle harder, stay positive, and monetize your joy didn't start with you. The self-help vortex loves to individualize what's actually systemic: burnout, confusion, grief, desire.
As a white, queer artist with a decade of experience in the corporate world, I bring both lived experience and critical awareness into the coaching space. I've navigated student debt, power differentials, identity questions, and the tension between survival and self-expression.
I don’t pretend to have it all figured out—I'm constantly learning, unlearning, and interrogating my own position and privilege within the systems we're all swimming in. My approach is rooted in humility, curiosity, and a deep respect for your lived experience.