I love helping brands like Society6 find their voice by redirecting their inner compass. This online artistic marketplace was the perfect platform for design-conscious Millennials and Gen-Zers, but lacked the cohesive branding to turn it into an e-commerce powerhouse. In this collaboration with Kelton Research, I created brand guidelines to help them showcase their artists and tap into a voracious new hoard of consumers.

I'm a shoe fanatic, so it was a pleasure to work on one of my favorite shoe shopping destinations. I partnered with an up-and-coming director Otis Gibson and award-winning artist Tim Goodmen to break Zappos out of its online retail mode. This campaign reminded commitment-phobic Gen-Zers that they could uncover flea-market hip from an Internet retailer without losing their street cred.

Beverly Center’s iconic location is a cultural anchor of one of the most artistic and diverse communities in the world. But even at the epicenter of LA, it had become an outdated behemoth. Working closely with consumer research, designers and architects, I helped hone a new vision for the dormant destination. Our goal was to create a brand that’s the perfect backdrop to quintessential LA, providing curated amenities, entertainment and experiences to satisfy the most discerning locals. Together with our experiential partners, we created #BOLDBH, an acronym for "Beverly Hills Open Later Days” to boost onsite and online traffic and create over 280 million social impressions.

Ranked by Fast Company as the world's most innovative education company, Babbel is the leading language-learning tool in Europe. But entering the U.S. market wasn’t easy. So in collaboration with Kelton Global, I created Babbel’s brand vision for a competitive and very nuanced U.S. market and implemented their fresh new voice across multiple platforms.

Even industry innovators have to work to stay top of mind in today’s "Netflix-and-chill" culture. As part of a complete brand overhaul that sparked the “Imax Films to the Fullest” campaign, we incorporated qualitative research findings with cultural trends to carve out a new direction for IMAX via a revised branding framework. IMAX went on to sign its first-ever virtual reality content deal with Warner Bros. and build 166 new theaters in a year, ensuring its relevance for today's audience.  

For over a century, it's been the best thing since, well, sliced bread. What moms didn't know was that Wonder Bread also provides as much calcium as a glass of milk. So we ‘harnessed the power of fresh-baked thinking’ to create a poppy, modern campaign with just a hint of nostalgia to remind moms of that delicious sandwiched goodness through social, video, web and TV.

Hefty's market research revealed that female consumers expect garbage bags to be flexible, strong, reliable, and great smelling. Pretty much exactly what we want in a man. While our online strategy targeted moms, we gave millennial women a reason to smile when taking out the garbage with limited-edition “talking trash bags.”