STRATEGY
STRATEGY
SELECT BRAND CAMPAIGNS
Don’t Go Gently
[TECOVAS]
Getting a rookie western-wear brand to broaden the idea of “The West” by inviting everyone from true blue cowboys to those just wanting to turn heads @ the bar—to find themselves in boots that beg us all to be bold.
Always In Awe
[NATALIST]
Prioritizing the lived experience of women alongside a reproductive health company that was and is navigating a category that’s seemingly all about the baby, a backwards healthcare system, and cultural and societal upheaval re: women’s rights.
We’re Not Screwed Yet
[ARCADIA]
Helping a little-known tech brand make a clean energy revolution more accessible to an audience that’s bought-in on fighting the climate crisis, but seeking balance between protest and optimism.
Every Bit Earned
[KNOB CREEK]
Taking Knob Creek’s philosophy of “Every Bit Earned” and literally lighting it on fire, at F&B festivals across the country for all to see, winning the hearts of many Gen X dudes who go wild for whiskey you have to wait for and meat that’s been smoking all damn day. Alongside this feast for the senses, visitors learned just how this particular ‘tucky bourbon is made.
InterNOSHional
[FANTA]
Bringing a little “f*ck around and find out” to the world of sparkling soda, we created a campaign strategy rooted in the swag of international snacking and teen’s love of flavor experimentation. This immersive and globally-inspired taste adventure lit a spark for teens to pair their most favorite, most f*cked up snacks with Fanta — a once-beloved, kinda-fallen-off-the-radar, underdog of the Coca Cola portfolio.
Mediterranean More Often
[AFIA]
Moving the idea of Mediterranean culture and cuisine from an infrequent novelty to something incorporated into people’s daily lives, we brought this local favorite to a national audience while honoring Afia’s rich Syrian heritage. Alongside Farrah Moussallati Sibai, I created a brand strategy, and alongside our creative team, a vis ID, packaging, and merch.
WORKSHOPS & CONSULTING
[HYPHA
ECO-CONSULTING]
I was flown across the pond to The Channel Islands to facilitate a 5-day creative strategy & storytelling workshop with my good friends India Hamilton and Taylor Smythe, who founded a regenerative development consultancy that helps organizations innovate their sustainability practices.
[SKINNY DIPPER
MAGAZINE]
Working with John Schengber, I helped create a brand ethos and launch strategy for Skinny Dipper Magazine— brainchild of John, TJ Rinoski, and Lynn Nakamura — and twice-published independent print publication exploring the intersection of art and adventure in the mid-Atlantic region.
[LOVESTRUCK
LEATHER]
I worked with Carrie Hall of Lovestruck on her brand identity, photographed a product and lifestyle portfolio for her, and built her website. You can find her in the Florida Keys building her leather goods empire. And you can most assuredly find me walking around with one of her custom bags on my shoulder.
