Beautiful Clarity
Proper is a philosophy, it’s a spirit. It's our commitment to quality and discernment.
It means we respect your time and your business.
Rich in solutions.
Focused on outcomes.
Industry Experience
- Healthcare
- Biotech
- Private Equity
- Real Estate
- Architecture & Design
- Hotel & Hospitality
- Consumer Brands
- Non-profit
Proper People
Proper People
Principal
Strategist
Liz Olson is the founding principal and lead strategist at Proper Work. With over 18 years of brand-building experience—including Dove, Huggies, SC Johnson, Hertz, Caterpillar, Liberty Mutual, Nestlé, Samsung—Liz works across categories and industries to help complex companies communicate with clarity.
Liz spent the early part of her career at Ogilvy, where she was a brand strategist and head of new business. A trusted partner to CEO's and brand leaders, Liz has led strategy and narrative creation for Fortune 500 companies, financial service firms, and biotech start-ups.
Liz is a translator, a dot-connector, a sense-maker. Committed to living her life in widening circles, she's a certified permaculturalist, certified birth doula, former barefoot marathon runner, and current keeper of @yearwithmary.
Creative Director
Bianca Smith gives brands a point of view. With a background in journalism and design research, she has the unique ability to cut through complexity, uncover truth, and articulate the essence of a company, a culture, a product.
Bianca has spent her agency and consulting career partnering with start-up founders and consumer brand CEOs to clarify positioning, and craft messaging and visual expression that elevates and sticks.
Beauty and abundance are sustaining forces in Bianca’s life. She's a thread-puller, a view-seeker. She's a founding admin of Distant Community, a co-founder of Spritzi, a recreational vintage collector, and a hobbyist film photographer.
We hand-select the right team for every project from a deep bench of trusted collaborators.
"Quality is more important than quantity in colleagues. It's better to have one or two great ones than a building full of pretty good ones." —Paul Graham
DIFFERENT BY DESIGN
Most agencies staff projects based on availability, often with layers of junior talent supporting a small number of senior leaders. We take the opposite approach.
Every Proper engagement is built from the ground up. Nearly two decades of industry experience has given us access to a wide range of top talent from some of the world's leading agencies and studios—including Ogilvy, Leo Burnett, Havas, DDB, award-winning independent design firms, and top production companies. We build each team around our client's business goals and aesthetic preferences.