The Power of Branding
At the beginning of any project, I remind my clients of one thing: branding is human stuff. Regardless of the the size and focus of your organization, it likely involves connecting with 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.
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BRAND VOICE
Distinctive brands and organizations have distinctive communication styles. How you sound to audiences has a lot to do with how you’re received. I help you develop a voice and tone toolkit to create more consistent, compelling and strategic communications. |
MISSION, VISION & VALUES
A staple of any organization’s strategic foundation, a mission, vision and values is a must have. Yet, mission, vision and values aren’t just boxes to check on the website. I help teams develop this foundational strategy so they have a useful tool for decision-making, a rallying cry for internal teams, and a sharp focus that clarifies how their organization lives in the world. |
BRAND STORYTELLING
Whether it’s a brand narrative, brand video, tag line or marketing copy, I help organizations conceptualize and create brand stories that make strategy tangible. With approachable language and creative vision, I help brands tell their stories with life and energy. |
Recent Work
Tag Line - Topo Designs / Denver, Colorado
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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. |
Mission, Vision & Values - ART 180 / Richmond, Virginia
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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.
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Marketing Campaign Lines - Institute for Contemporary Art / Richmond, Virginia
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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.
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Website Copy - Spectacle Strategy / Austin, Texas
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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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Marketing & Activation - Richmond Region Tourism / Richmond, Virginia
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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. |
Marketing Campaign Line - Institute for Contemporary Art / Richmond, Virginia
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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.
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