The Power of Branding
At the beginning of any project, I remind my clients of one thing: branding is human stuff. Regardless of the business, products and services are sold to and created by people. Employees, consumers, customers, and users. All of them with a brain, a heart, things they loathe, and things they love. Connecting to that is what's at the heart of branding, and, like it or not, it's how we buy. Unearthing the stories that connect is my favorite part of my branding work.
Offers include:
Offers include:
- Brand positioning
- Brand voice
- Brand messaging
- Brand storytelling
Recent Work
Topo Designs - New Tag Line
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For over 15 years, Topo Designs has been creating outdoor apparel and gear. As the company has grown, their philosophy has become sharper: the outdoors is for everyone, and it shouldn’t matter how you get out there. Working with the founder and design team, I developed a new tagline that would capture Topo’s philosophy clearly. After testing, we had a clear winner: “Outside how you decide.” It captured the light-hearted nature of the brand through the use of rhyme, and simultaneously articulated the heart of the philosophy driving the company. |
ART 180 - Mission, Vision & Values
As a 25-year-old non-profit focused on the arts, ART 180 had reached an inflection point. The organization had evolved, but how they describe themselves hadn’t. Working with the core team and board, I developed a new mission, vision, and value set for the organization. We focused on a bold point of view that could meet the moment. |
Institute for Contemporary Art - Marketing Campaign Lines
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Working with the creative team of this contemporary art institution in Richmond, Virginia, I developed a collection of taglines and phrases to drive their new marketing campaign. “The Art of Now,” was one of many lines used across various executions, including video, social, and billboard. The lines range from simple and direct to thoughtful and evocative. |
Spectacle Strategy - Website Copy
Spectacle Strategy is a brand and innovation agency that was looking for a refreshed site with snappy language that communicated their human approach. I developed each page in collaboration and with a clear vision for the story and tone we wanted to convey. Creating punchy headlines and smart, concise copy enables viewers to understand the basics and be compelled to learn more. |
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Richmond Region Tourism - Marketing & Activation
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As hotels and attractions began to reopen in the wake of the COVID-19 pandemic, Richmond Region Tourism in Richmond, Virginia was searching for a marketing concept to drive their next campaign. Engaging their team through creative workshops, I developed a concept based in discovery and exploration of the region. The marketing concept: Find Your Moment, was broad enough to apply to a variety of experiences, yet enabled an exacting activation that would ensure it felt specific to Richmond. The concept served as the foundation for marketing spots like the video to the left. Using imagery to zero-in on moments to discover throughout the city, the ads served as a welcome back outside after lockdown. Additionally, I developed the concept for other activation mechanisms like a regional field guide to aid in exploration. Designed to be both functional and fun, the field guide gave visitors a useful tool in their exploring, and a unique way to remember their trip. |
Institute for Contemporary Art at Virginia Commonwealth University
In rapid response, I worked with the communications team of the ICA to develop an authentic and resonant concept for engaging in the wake of Covid-19. Solidarity is Essential framed the collaborative and supportive spirit of the organization, and held the double meaning of framing the brand's solidarity with the Black Lives Matter movement. I developed the headline and conceptual implications for activation. |