Linda is Co-Founder and CEO of Identity Creative, a B2B branding agency she and her husband Bill founded in 1993. With more than three decades of experience, Linda has helped hundreds of industrial, manufacturing, and professional service companies build credible brands that support real growth.

She specializes in helping founder-led companies move from fragmented or DIY marketing to a professional, strategic brand that reflects who they truly are and where they’re going.

She is the creator of Identity Creative’s BrandFIRST™ approach, which helps organizations establish a strong brand foundation and build scalable marketing. 

Linda holds a B.A. from Grand Valley State University in Grand Rapids, Michigan. She is also the author of Ready. Brand. Launch. and The Workbook, and regularly speaks to business leaders about branding, positioning, and building brands that stand the test of time.

Outside of work, Linda values time with family and community. She and Bill are proud parents of four grown children and grandparents to thirteen. Together, they support nonprofit organizations and local initiatives that align with their values and belief in serving others.

In the summer of 2019, Abby joined the Identity Creative team. Her high energy, brilliance, and great sense of humor have made her an immense asset.

With a B.A. in Marketing from Walsh College, she is an effective Project Manager who organizes and coordinates teams on client projects, specializing in HubSpot, SharpSpring, and Constant Contact email marketing, CRM, and social media.

Her creativity and marketing savvy also find expression in her photography business, Abby’s Focus, shooting everything from weddings & sports to headshots and commercial shoots.

In her free time, Abby can be found at the driving range perfecting her swing, traveling up north, attending sports games (she loves them all), or spending time with family and friends.

As the Creative Catalyst at Identity Creative, Matthew drives sales, oversees business operations, and champions AI implementation to keep the team ahead of the curve. With a background in video production, Matthew has a passion for helping professionals thrive by crafting compelling messaging that enables growth and success.

In both work and life, Matthew is dedicated to inspiring, motivating, and empowering others. Whether motivating team members, engaging with clients, mentoring youths, or volunteering at his local church, he strives to leave a lasting, positive impact.

Outside of work, Matthew finds joy in spending time with his beautiful wife and three children—two girls and a boy. In quieter moments, he enjoys writing novels, blending creativity and storytelling in a way that reflects his love for connection and communication.

For Matthew, it’s all about helping people and organizations find their voice and flourish, both within Identity Creative and beyond.

Erin manages social media for Identity Creative. She is continually researching best practices and navigating constant change in the online world.

After graduating from Oakland University with a BS in Anthropology and History, she became the Marketing Director and Event Planning Coordinator for Marias Medical Center in Shelby, Montana. Erin successfully built a connection between the hospital, local businesses, and residents of the community through advertising, fundraisers, events, and corporate culture initiatives.

Erin and her husband have two young daughters and a German Shepherd named Penny. In her spare time, she can be found baking, entertaining friends, enjoying the outdoors, and reading anything-Jane-Austen.

“Working with the Identity Creative innovative team keeps me on my creative toes!”

Tori supports Identity Creative’s digital marketing clients with expertise in HubSpot marketing software, consistently bringing innovative ideas and attention to detail. She blends creativity and insight to craft engaging campaigns that connect with audiences in fresh, memorable ways. Tori’s sharp wit and sense of humor quickly bring a smile to anyone on the team.

Tori is pursuing her bachelor’s at Seapointe College in Norfolk, Virginia, with a major in Biblical Leadership. Her experience includes freelance marketing work for businesses and nonprofits.

When she’s not working, you can find Tori doing Muay Thai (Thai boxing), playing guitar, drawing, rock climbing, hanging with friends & family, and playing with her always-energized Border Collie, Charlie.

Artie is a Husky/German Shepherd mix and a regular fixture in the office. His primary interests include chasing squirrels (with varying degrees of success) and engaging in any form of play. He possesses a strong prey drive and a healthy enthusiasm for toys, which he’s happy to demonstrate. While he maintains a friendly demeanor with most humans, his focus can be easily diverted by the presence of small, furry creatures.

Artie contributes to office morale through his presence and occasional bouts of playful energy. He appreciates a good head scratch and is generally well-behaved unless a squirrel happens to be within visual range.