I worked directly with a founder and designer to create a brand identity, name, tone of voice, packaging, website, and launch campaign for a new skincare line for teens. Our enemies? Cetaphil and Neutrogena. The result? Skincare teens are actually excited to have in their bathrooms, lockers, and backpacks. Plus, an affordable skincare line that cut through the market to claim shelf space in Walmart, CVS, and Ulta.

Collaborated with Morgan Light

Developed key messaging and a playbook for Amex's Art x Platinum Cards. The messaging was used across digital, social, email, and more platforms to drive Card Members to switch to a new specialty Card.

Collaborated with Sarankco

Amazon Influencer Program is a community of people who understand brain rot—and every other phrase you find trending on TikTok. We needed a voice flexible enough to evolve as quickly as trends start, yet consistent enough to gain recognition from followers.

Collaborated with PRZM

I've worked with Sephora for over two years on email, digital, and social campaigns targeting new, at-risk, and lapsed customers. I've tested messaging to discover which CTAs, offers, and language best persuades each audience to click through and buy.

Collaborated with Sarankco

Please feel free to ask me, away from our phones, about any of my projects with Apple :)

Created a new tone of voice for Tennis Channel to capture the excitement of watching tennis live.

Collaborated with Trollback

I created a new brand positioning, pillars, and voice guidelines for the NY Rangers as they entered the 90th year of their legacy. It was essential to hold onto enough elements to keep the brand feeling "like us" while also pushing the internal team to explore new styles to bring the brand into present day and beyond.

Collaborated with loyalkaspar

Competing with a sea of content creators is no easy task. By elevating the authoritative tone in their voice while maintaining the grounded voice that made audiences fall in love with Lonely Planet, we can gain the respect of new audiences without losing the loyalty from existing ones.

Collaborated with Grand Army

Ongoing partnership with Baccarat Hotel New York to create custom artifacts that capture the history and beauty of the brand.

After the Kardashians exited e!, there were a lot of questions about the future of the brand. I worked with the internal team and the talented folks at T&F to review the brand's long-standing legacy, and remember what it brought its audience beyond a single family—connection, inspiration, laughter. With all of that in mind, I created a new brand positioning, pillars, and personality to define its next chapter.

Collaborated with Thornberg & Forester

TEZZA, founded by Tessa, was sparked purely by a creative looking for new ways to edit videos. She didn't have the tool she wanted, so she created it. This organic-grown brand instantly resonated. While thrilled by her success, the founder was left wondering, "How do I keep this going?" That's where we came in. I partnered with the design team at Saint Urbain to uncover what makes TEZZA special—and how to ensure it continues to shine through.

Collaborated with Saint Urbain

I created a brand positioning, pillars, and tone of voice alongside a refreshed visual identity to attract a younger demographic to The History Channel while retaining its current audience. Our new identity stems from curiosity—a value that unites this audience across age, income, and gender. Our voice, motion language, and type treatment work together to reveal what's hidden in plain sight and inspire our audience to search for what's next.

Collaborated with Sibling Rivalry

I partnered with the internal team at Avid for a year to update their voice and key messaging across its full suite of products. I worked closely with each stakeholder from sales members to engineers to quickly understand which features were difficult to communicate and provide solutions that satisfied the whole team.

I worked in-house as the startup's first writer to create the brand's first voice guidelines and personality. I then tested and refined that voice for the next year and a half across product, email, on-air spots, subway campaigns, landing pages, radio, and social posts.

I created a verbal identity and voice guidelines for new streaming service AMC+. In a very crowded landscape, we needed messaging that gave consumers a compelling reason to add yet another service to their bundle. With a highly curated offering, "only the good stuff" seemed like a perfect fit.

Collaborated with Sibling Rivalry

After moving away from the name ABC Family and adopting the name Freeform, the network needed a brand spot that captured its new spirit. I wrote a script that revealed the brad's new POV and set the stage for a new era of programming.

Collaborated with Thornberg & Forester

The much-anticipated return of the beloved cast of Harry Potter finally hit screens 20 years later. I wrote scripts and informed design for opening, chapter transitions, and credits that leaned heavily into nostalgia and built excitement for Harry Potter 20th Anniversary: Return to Hogwarts.

Collaborated with Casey Patterson Entertainment, Sibling Rivalry

I wrote scripts for B&H's brand campaign and customer stories to bring the employees' quirky personalities to the forefront. These spots have collected over 100 million views on YouTube.

Collaborated with Sibling Rivalry

I worked with Audible and Mayor Baraka to develop a campaign for his first audio-book. The promo, OOH, and other marketing assets all had to speak to Mayor Baraka's legacy without sounding like a political campaign. We utilized excerpts from his memoir and handwritten text to make the distinction clear and immediate.

Collaborated with Sibling Rivalry

I worked with Audible, Thornberg & Forester, and Bob and Nate Odenkirk to create two commercials and marketing assets for their first comedy podcast about a murder at a hot-dog eating contest. The writing had to capture the humor of dozens of legendary comedians involved in the project. Thankfully I'm very funny.

Collaborated with Thornberg & Forester

I developed scripts and partnered with designers and animators to explain blockchain technology for software company Chain. The video served as the company's homepage for years, giving clients an immediate understanding of how Chain viewed the world, technology, and possibilities for the future of both.

Collaborated with Thornberg & Forester

I wrote a campaign for Belvedere to celebrate its limited-edition engraved bottles. "Make your mark" invites drinkers to make every sip, every bottle, and every night their own.

Collaborated with Mod Op

I wrote the company's first brand spot with two goals in mind: inspire more professionals to create their own courses and inspire more people to take courses on Teachable.

Collaborated with Sibling Rivalry

I developed a brand strategy and narrative to evolve EA Sports from a company that mimics sports to a company that redefines them.

Collaborated with Interbrand

I wrote a promo for the launch of Epix's first original series, "Graves." The spot captures the spirit of the series and built legitimacy for Epix as a creative leader.

Collaborated with loyalkaspar

I led strategy and voice on a brand identity project for the team at Jerry Media's new venture, Relatable. With over 40 million products already sold and 30 billion social media impressions already made, the brand needed a positioning and tone that captures its massive success while staying true to its humble beginnings. Together with the team at Saint Urbain and Center, we created a Ridiculously Relatable brand that speaks confidently to both audience and investors.