A great brand strategy is your company's "north star", outlining the details of your brand that everyone at your company (not just your marketing department) needs to know.



Send new hires and vendors your brand guidelines. You'll save onboarding time and get them working sooner. Engineering doesn't get why they have to use those colors? New recruiters need a primer on company culture? Brand guidelines. 



I can craft your guidelines from scratch, contribute pages on brand voice, or rewrite the text in the company's brand tone to get readers on board at the first sentence.

Here's a secret about naming: Your favorite name won’t always be the right now. Is someone else using it in your area? Does someone already have the URL? "Favorite" isn't the only box to check.

My system takes these and other vital criteria into account to give you vetted, brand-consistent, memorable naming options.

How to make a lesser-known tech brand stand out in the war for talent? Superheroes. That's what our marketing team at MuleSoft plastered over every available inch of media space in the San Francisco Caltrain station.

I created the characters, inspired by our “Muleys‘“ jobs and skillsets — our DevOps engineer as "protector of the stack," a sales rep as a Green-Arrow-style "hunter," etc. — and paired each with copy that paid off their powers. Result: a 20% spike in traffic to our Careers site.

When conference audio/video companies Plantronics and Polycom merged, they hired a big agency to do a full rebrand as Poly. Unfortunately, this agency neglected to include brand voice.

I helped them craft a distinctive verbal brand strategy to cover all text-based communications: web, email, video scripts, etc. It also included a variety of tones to address each of their target audiences.

How do you convey how simple (and catch-less) a rebate site can be? You show it's so easy a seven-year-old could explain it. 

Written for Funworks with the able animation of Paper Dog Video, we created this video to instruct DealAction.com visitors how to use the site, and even brought the "easy to use" point home with a voiceover from the founder's son, Asher.

I concepted the video, wrote the script, and storyboarded it. Funworks liked my crude storyboards so much they used my “art” in the video. 

Creating marketing for a highly-regulated industry — especially one with a such a deep and controversial foothold in the culture — has been a fun challenge. Completion of Oaksterdam University's excellent Business of Cannabis program gave me a solid base for understanding the sector.

Most of my projects have been for Telegrafik, a deft branding studio whose industry roots go back over a decade.

Qik was a Snapchat-type ephemeral messaging app. Not only was it Skype's first new product in 15 years, it presented a chance to market to a younger, faster audience. 

My copy work touched every piece of media in the launch: taglines, banner campaign, email, app store, and even the brand guidelines. 

One gorgeous stop-motion montage, two VO scripts…all to remind folks that Lumosity brain games aren’t just for the desktop.

The first script showcased Lumosity’s mobility. The second focused on how Lumosity makes it easier to keep your New Years’ Resolution…provided that resolution is to keep your brain sharp.

The second leg of Skype's Ones To Watch sponsorship showed fatigue and needed a new hook. Since this leg would sponsor six bands touring across six cities over six weeks, I called it “The Skype Six” — and  the name stuck. I also wrote all site collateral, video text, and email.

The brand refresh resulted in spikes in both social pass-around and ticket sales.

I mean c’mon: What’s the first thing you think of when you pair Halloween and brains? Kudos to Lumosity for letting designer Greg Damiani and I have more fun than usual with our annual Halloween sale. I wrote, he illustrated, we both giggled a little.

If nothing else, I can take credit for using “BRAAAAAAINS!” as an email subject line.

I penned the script and copy for the rollout of Skype's latest Mac edition. We based the campaign around a testimonial from AppyParking, an actual London startup that depended on Skype to communicate, share files, GTD, etc. Social and email followed, leading to a 37% rise in uploads of the latest Mac product.

Lumosity launched their Mindfulness product with a science-based approach, leveraging our brand and avoiding the more “woo woo” and secular connotations of meditation. I wrote and helped concept the launch materials, both marketing and in-product.

We later phased out the moon man, but the friendly, science-based language I crafted here set the product’s tone.

For Washington’s three-day Sasquatch! Festival we built the Skype Music Room, where you could record a Skype video message and send it through a processor that broke it up into samples. You could then trigger those samples on a MIDI touchpad and play them DJ-style for a dance-floor crowd.

The campaign proved a huge awareness-raiser, resulting in 3x more e-mail signups than estimated, not to mention level-setting amounts of engagement with our videos and social posts, plus packed Music Room dance floors. 

I wrote the materials, banners, videos, signage, even the t-shirt slogans.

This email campaign for MS Office apps remains one of the favorite email campaigns I've written. We introduced a new design for the promotion, and a more engaging copy style that you didn't normally find in Microsoft campaigns.