Brand and Creative Consulting
Case Studies
Shaping a unified brand presence for IBM at the industry’s biggest stage
From messaging frameworks to international activations, I led the creative direction for IBM’s premier Dreamforce experience. See Case Study
Elevating voice and storytelling across Gallo’s portfolio
From Louis M. Martini to Prophecy, I helped develop unique voices for multiple brands and refreshed creative across campaigns and training content. See Case Study
Naming and building an in-store grocery brand from the ground up
Partnered with the Target team to help bring their flagship food brand to life with a name, narrative, and creative foundation that’s still thriving today. See Case Study
Building brands for body and mind
Worked with Life Time to develop the distinct tone and messaging behind Alpha and Life Power Yoga—shaping the language, naming, and storytelling for two very different fitness experiences. See Case Study
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Additional Work
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Fluz
I was Content Director for Fluz, a startup financial payments app. I led a team and oversaw all content and creative for the company. Also collaborated with an outside agency for brand and website redesign.
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Crescent Heights
Launched a brand campaign for a luxury apartment building called Ten Thousand. Developed a brand teaser video and integrated website that changed depending on the time of day.
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Leo Burnett
Wrote for Amazon Advertising, their women-led healthy lifestyle division. Projects included Coco Libre, NatureMade, and a self-promotion campaign, The Mistaken Identity Project, that we launched to make it clear that we were not in any way associated with Amazon.com.
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Pax8
Worked with Pax8, a Microsoft partner, to develop brand materials and a campaign for Microsoft Dynamics and Microsoft NCE. Deliverables included a website, social media posts, banners, and an email campaign.
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Borgata Hotel, Casino & Spa
Created a series of print, digital, social, and outdoor ads to highlight the “show that never ends” while featuring the hotel, casino, spa, and online gambling capabilities.
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Nobu Hotel
Created ads and promotional materials for Nobu Hotel in Miami that combined a legendary hotel with Nobu Restaurants.
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Nature Made
I helped create a spot for Nature Made vitamins that introduced VitaMelts.
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Buffalo Wild Wings
I named several menu items for Buffalo Wild Wings, including chicken sandwiches, burgers, and wing sauces and dry rubs.
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Ed, 7th and Nicollet
This was a marketing experiment. I wanted to help a homeless man, Ed, who I saw outside the agency where I worked get more donations. The question was whether positioning him as a business would change increase his profits.
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