Proper is a philosophy, it’s a spirit. It's our commitment to quality and discernment.

Liz Olson is the founding consultant and lead strategist at Proper Work. With over 17 years of brand-building experience—including Dove, Huggies, Hertz, Caterpillar, Liberty Mutual, Nestlé, Samsung—Liz has worked across categories and industries to help complex companies communicate with clarity.

Liz spent the early part of her advertising career at Ogilvy, where she was a brand strategist and head of new business for the Chicago office. With a background in qualitative research and behavioral psychology, Liz has lead strategy and narrative creation for portfolio 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. 

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.