Strategic Brand Direction
Australis: The Better Fish – Brand Strategy + Messaging
Identified new target demographic as "YUSSIES" – Young Urban Saavy Sustainable Millennials. Crafted a new brand strategy and design direction to appeal to their needs and create recognition for Australis and thier sustainably farmed fish, Barramundi. Art direction on photoshoot & copywriting.
BreathableBaby – Social Media + Influencer Strategy
This popular breathable mesh crib liner is sold in Target, BuyBuyBaby & Babies R Us– but had yet to gain brand recognition on social media. I crafted a strategy for them to create awareness and drive commerce. This included engagement strategies, posting schedules, influencer identification, tone of voice and design direction.
Incedo Inc – Logo Design + Naming Strategy
Renamed IB Technology, "Incedo Inc" which means to move forward and progress in Latin. Designed new logo type and brand direction to give this leading technology company a modern new website and overall look & feel.
Greetabl – Brand Positioning + Business Strategy
Shifted Greetabl from a clever card to the total gifting experience based on demographics and consumer behavior. The new business model includes a "greeting box" that unfolds to reveal instagram photos, a personalized message and curated gift – all shipped directly to your loved one's door.
Hungry Planet – Naming Strategy + Tone of Voice
Brand and naming strategy for a meatless meat product that is better for your palette and the planet. This included: Brand DNA, demographics, competitive research, brand positioning, design direction, tone of voice, brand messaging, and marketing ideation. I also came up with their new name "Hungry Planet" (formerly Match Meats).
BodyOM – Brand, Social + Influencer Strategy
Worked on the branding and digital launch team for this healthy snack subscription service. Served as the Social Media Director after launch and engaged 150+ influencers in 4 weeks and grew the following to over 6k in 3 months.
exited february 2016
Rockets of Awesome – Marketing + Influencer Strategy
Crafted a marketing and social media strategy for Rockets of Awesome launch last fall. This included: themes, target demographic definition, value hierarchy, email drip marketing campaigns, instagram strategy, posting schedules, physical activations, influencer identification & engagement strategy.
Paravel – Brand + Digital Team
Worked on the branding and digital launch team for Paravel, a new "travleisure" brand that sells colorful wipeable canvas travel essentials. Crafted brand and investment decks, retouched imagery, content and image upload and social media moodboarding and consulting. Since launch they have received press in Vogue, Allure, WSJ & more.
Babyation – Brand, Tone of Voice + Marketing Strategy
Focused in on target demographic for launch identifying "Mom on the move". Crafted brand positioning, core values, mission and vision statements, visual identity direction and actionable community building campaigns.