"WHy?"

As a creative strategist, I help my clients get out of the weeds and into their purpose. I specialize in big picture thinking, map out ideas in multi-color markers, and work with creatives (or as a creative) to pull the strategic thread from concept through execution.

 
 
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INTERNAL BRAND ARTICULATION & EDUCATION: REFINERY29

I've spent a year working directly with the executive team (reporting to Refinery29's Co-Founder and Executive Creative Director, Piera Gelardi) on the internal brand. I helped them create a playful and unique version of a typical brand model ("The R29 Rocketship") that achieved the goals of concisely articulating the brand while also inspiring internal action and adoption. We've implemented this articulation through an internal brand book microsite and other organizational tools to inspire, educate, and empower employees to champion the brand.

 

CULTURAL POSITIONING: TABASCO

Last year, I represented the Tabasco's creative agency at its internal brand positioning workshop. There, I presented a series of insights that mirrored the rise of hot sauce as a mainstream condiment with the rise of the "multi/ambicultural" American - arguing that to gain future relevance - its time a hot sauce brand came out in favor of a layered definition of what it means to be American.

 

COMPETITIVE RESEARCH: THE FINANCIAL SECTOR

In this jarring competitive research done for one financial client, I showed that there are strong category conventions begging to be broken. In a world of white men in suits against bland backdrops, there is room for financial players to break through and speak to consumers in new ways. How can money be more human?

 
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CONSUMER MAPPING: SHARED MINDSETS

Demographics are done, but is it even appropriate to create generalizations like "psychographics" to map consumers? I believe there are shared experiences and threads that can connect us.. A strong brand knows what mindset it is trying to attract, and then lives it. To do this properly, its important for me to work with researchers and data-driven analysts to create consumer maps that resist the urge to impose easy frameworks on large swaths of people. I prefer to move away from reductively labeling people as 'consumers' - to thinking of us as individuals who share citizenship.