ENTERPRISES
It started with paying attention.
I’m the founder and creative mind behind ICU Enterprises. A nurse practitioner, an entrepreneur, a writer, and a mother. Each of those roles has shaped what I make—and how I see what’s possible.
Long before I was thinking about brands, I was thinking about people.
My background is in nursing and advanced practice. That work taught me to listen closely, ask better questions, and look beyond the first thing someone tells you. What’s happening? What’s connected? What actually needs attention? Those habits stayed with me when I began building businesses.
Then there was room to create.
Entrepreneurship gave me another way to use that thinking. Through ICU Aesthetics and the beauty business, I experienced the decisions behind a brand: how it looks, what it promises, and how people feel when they interact with it.
Building websites and helping other business owners grew from there. After the strain of healthcare during and after COVID, creativity became a direction I wanted to make more room for.
Life became part of the work, too.
Motherhood brought new stories and new reasons to write. My postpartum journal, Afterbirth Mind, is one expression of that chapter.
After the unexpected loss of my father, Callie the Calendar™ became part of the next chapter. What began with a character and stories has grown into Calendar Cove: a world of personalities, adventures, songs, and everyday lessons.
Today, ICU brings those parts together: helping other people give their ideas direction, while building original worlds and stories of my own.
“ICU is where those parts meet: care for the whole picture, and imagination for what it can become.”
Why ICU?
Creative Strategy. Critical Care.
The name carries a connection to my healthcare background. The approach carries it forward: pay attention, understand the need, make a thoughtful plan, and keep checking whether it works.
I use APIE—Assessment, Planning, Implementation, and Evaluation—as a bridge between that clinical way of thinking and the creative work I do today.
Assessment
We start with what you have, what you want to accomplish, and who you want to reach. Before choosing a look, we understand what the brand needs to communicate.
Planning
We find a direction that fits: positioning, priorities, and the choices that help your message and visuals work together.
Implementation
For design projects, we turn the direction into the agreed deliverables. With a consultation or brand review, you receive recommendations to put into practice yourself.
Evaluation
We look at the work against your goals and discuss what needs adjusting within your project’s agreed review and revision process.