Perspective Builds Structure (PBS) is a premium spatial design studio blending Americana, Northern European restraint, and Buddhist sensibility into what I call “liminal furniture” —
quiet, philosophical forms that structure a more intentional way of living.

I was brought on to lead the complete brand and narrative strategy for the launch of PBS’s first manufactured product line. What began as a naming clarification quickly evolved into a full-scale rearticulation of the brand’s identity. Together, we repurposed the founder’s initials — PBS — into the brand’s central belief: “Perspective Builds Structure.” This phrase became the conceptual spine of the entire brand system, transforming the studio from a namesake into a philosophical stance and carving out an entirely new cultural category for the brand to own.

My work began with deep narrative excavation: uncovering what PBS believes, what it understands about its audience that no one else does, and why now — culturally and emotionally — this brand matters. Through a process rooted in empathy, pattern recognition, and strategic questioning, I developed a brand framework that touched every level of storytelling: from core beliefs and emotional pillars to narrative dualities, tagline architecture, and a tone system designed to stretch across product, digital, and editorial touchpoints.

The brand book I authored now serves as the foundational tool for internal alignment, external communication, and cultural presence.The messaging system is built around presumptive positioning and belief-led storytelling — inviting readers into a worldview. Every line was crafted to reflect a brand that offers not objects, but perspective; not just function, but transformation. Language like “structure for the life you’re becoming,” “furniture that teaches stillness,” and “design not as ownership, but as a way of living” now defines PBS’s unique place in the market. This reframing allowed the brand to shift from being simply a design studio to becoming a creator of new meaning and a leader in cultural direction.

In an ongoing role, I continue to contribute to PBS’s social media presence, advising on platform behavior and refining all caption and video overlay language to ensure tonal consistency across channels. Every phrase is designed to feel unmistakably PBS.

What emerged from this project is not just a strong brand voice, but a narrative IP capable of generating what I call “the kind of media money can’t buy”: messaging so culturally aligned and emotionally resonant that it spreads through belief.