My Story
To me, it has always been the same story.
People often ask how I went from theatre to branding to creating EVOKE. The answer is simpler than it seems.
For as long as I can remember, I've been fascinated by the relationship between our identity and the stories we tell ourselves. That curiosity has shaped every chapter of my life.
I grew up in Iceland, where storytelling, creativity, and nature were woven into everyday life. Looking back, I can see I was always fascinated by identity, by how people expressed themselves, both vocally and visually, and by the stories they carried.
That curiosity made me dream of living in America and eventually led me across the Atlantic to Seattle, where I studied theatre at the University of Washington. After graduating, I spent the next fifteen years working as an actor, writer, and performer.
Theatre taught me so much about human behavior, empathy, ego, and what it means to be proactive rather than reactive. I got to walk in other people's shoes as I played characters who had gone through profound transformation. I began to ask myself: Who was I? And what was my story really about?
When I couldn't find the material I wanted to perform, I began writing my own. I wrote fantastical comedies and a solo show, creating the kind of work I longed to see on stage. Without realizing it, I was already doing what has become a defining part of my work today: questioning existing narratives and creating new ones. Eventually, my path brought me to New York.
Moving from theatre into branding and advertising seemed like a dramatic career change. To me, it felt completely natural. I wasn't leaving storytelling behind. I was simply exploring it through a different lens.
For more than a decade, I worked with lifestyle and luxury brands, helping shape their voice, identity and narrative. I had the privilege of working with brands like Baccarat Hotel, 1 Hotels, Furtuna Skin, Nordstrom and Venus Williams.
Working with founders and brands taught me that clarity begins with identity. I soon realized it wasn't just true for brands. Whether someone was an entrepreneur, an artist, a leader or an executive, the greatest obstacle wasn't a lack of talent or ambition. It was living inside a story that no longer reflected who they truly were.
Like most of us, I had spent years carrying stories that shaped my choices without ever questioning where they came from. It wasn't until I began examining those narratives that I freed myself from codependency, stories I'd inherited, and beliefs I'd mistaken for my own.
That journey became the foundation of EVOKE.
Today, my work brings together theatre, film, storytelling, branding, and heart intelligence. Through EVOKE, I work with actors, creatives, leaders, brands, and organizations to reconnect with their identity, elevate their voice, and strengthen their sense of agency.
Alongside my work with clients, I continue to mentor emerging artists and creative professionals as an ongoing guest lecturer at New York University, helping students develop their voice and find their place in the creative industries.
Living in New York allows me to stay curious about the world around me, immerse myself in different cultures, and stay young and quick on my feet. Iceland keeps me rooted in nature and my Viking heritage. Adding a dash of Paris every year, I get to indulge in beauty, curate my fantasy, and come home seeing the world through a slightly different lens.
If there's one thing I've learned, it's this: We are not defined by the stories we've inherited. Our birthright is to curate our lives from the inside out. If that means wearing layers of pink while guiding people back to their identity, then I believe I've given the little girl who grew up on that rock in the middle of the Atlantic Ocean the world she always dreamed of.