after years of studying human desire while building brands and personas, I bring you all the tools to seduce your audience and build a legacy.
I will help you polish and pivot your projects but I care most about ensuring their foundation can actually support the structures you want to build.
my background spans independent publishing, brand development, and cultural production.
my practice centers around three points of intervention, depending on where a project is in its life cycle.
conception
You have a strong idea for a project or brand but don't know where to start.
I help shape and clarify your ideas, guiding them into tangible, workable form.
course correction
You have an established brand or project that feels outdated or slightly off the mark. I conduct a forensic analysis of your presentation and positioning to identify where we can polish, refine, or pivot to better meet the current landscape.
ongoing project development
Every project is an organism — it needs time, space, and care to mature. On a longer timeline, we work together to refine what’s working, address growing pains, and build something truly exceptional.
my clients aren't afraid of the truth because they’re committed to growing into their highest vision with clarity. I’m here to tell you the thing you don’t want to hear that can save you thousands of dollars and years of missed opportunities.
my clients are
Artists preparing shows
Entrepreneurs refining or launching brands
Writers developing screenplays, books, and publishing projects
Professional creatives with blocked momentum, looking for what’s next
“Penelope is one of the most visionary cultural workers
of our time.”
— Tourmaline
Artist, writer, and director
Author of Marsha: The Joy and Defiance of Marsha P. Johnson (Penguin, 2025)
Contributor to Vogue, Teen Vogue, them., and Frieze
TIME 100 Honoree
Guggenheim Fellow
“She’s one of those rare people whose taste you instinctively trust. It feels lived-in and personal, but still incredibly sharp. What sets her apart is that her sense of beauty goes beyond surface — it’s conceptual, emotional, and deeply connected to culture.”
— Vita Haas
Founder, Café Forgot
Engagements begin with an editorial diagnosis.
This review allows me to assess the structure, voice, and positioning of a project and determine whether further collaboration makes sense.
I review all your submitted materials in advance, then we meet for a focused conversation to discuss observations, direction, and next steps.
editorial diagnosis
$500