Michelle Selders

Brand Strategist & Project Director

Michelle has spent her entire career focused on developing winning brand strategies. Working with manufacturers and retailers alike, she’s helped well-known national brands and world-class private brands optimize their portfolios. From strategy and architecture to messaging and naming, Michelle has guided clients such as Lowe’s Home Improvement, Klein Tools, Kobalt, Char-Broil, Domtar, Xerox, Blue Hawk, and Avery Dennison to brand success.

After pursuing both MBA and MFA degrees, Michelle developed a special passion for bringing brands to life through verbal branding and storytelling. Using a combination of art and science, she thrives on creating both the brand structure and the carefully crafted messages that build the vital emotional connection between a brand and its customers.

When she’s not working, it’s rumored that Michelle writes children’s fiction and can often be found creating ridiculous rhymes that make kids both giggle and groan.