About
I’m Matt Gustafson—a creative director, writer, and narrative strategist with over a decade of experience turning brand messages into stories people actually care about. I’ve built voice systems, directed interactive video, and led multi-platform campaigns for companies like BuzzFeed, Hyundai, Subaru, Walmart, and Stanford Medicine—crafting everything from hot dog weddings to palliative care scripts.
These days, I partner with bold brands and growing teams to help them sound more human in a world increasingly shaped by automation and noise. Whether you're launching something new, scaling fast, or just trying to get your story straight, I bring clarity, emotional logic, and creative leadership that makes the work—and the people behind it—shine.
HOW I CAN HELP
From brand voice to big-picture creative direction, I help teams turn scattered content into clear, consistent storytelling that works—across platforms, audiences, and departments. Whether you’re scaling fast, launching something new, or just tired of saying things ten different ways...
I offer flexible, high-impact creative support through both fractional partnerships and project-based work.
This isn’t plug-and-play content. It’s storytelling that makes sense—for your audience and your team.
Brand Voice Systems
Your brand should sound like one confident human, not a mix of departments in a group chat. I build tone and voice guidelines tailored to your audience, audit your messaging to find gaps, and deliver onboarding docs that help internal teams and external partners instantly “get it.” It’s not just a style guide—it’s a system that scales.
Narrative Strategy & Content Architecture
When messaging lacks structure, content turns to noise. I build messaging hierarchies and story systems that give your brand clarity, cohesion, and cross-channel consistency. Whether you’re launching something or realigning, I help you create editorial frameworks and content playbooks that make storytelling easier—for every team, on every platform.
Fractional Creative Direction
Need creative leadership without the full-time hire? I step in as your fractional creative director—concepting campaigns, shaping narratives, and guiding teams through execution. From idea to delivery, I offer strategic oversight and storytelling leadership that keeps your brand sharp, your team aligned, and your message consistent.
Let's talk.
For inquiries or collaborations, reach out to discuss how we can bring your brand vision to life.