Music isn't just about streaming. Music gives life to everything.
Built the complete brand foundation for YouTube Music — from strategy and positioning through messaging, tone, and campaign. Defined what the brand is, what it isn't, and why it matters.
From zero to 250K ski passes in year one.
Directed brand foundation and launch campaign for a new multi-resort ski pass that far exceeded its first-year sales goal.
A new global consumer narrative, told interactively.
Collaborated with Nike's insights team to create a new global consumer narrative and launch their first-ever interactive multimedia experience for internal education.
Balance for a life well lived.
Positioned a wellness brand for people who find meaning in the ordinary. Led focus groups, developed the full brand platform and manifesto, and guided packaging design — all grounded in the belief that normalcy is the ultimate luxury.
New consumer profiles, rolled out company-wide.
Led a global consumer insights project and executive workshop, culminating in a company-wide rollout of new consumer profiles.
A one-of-a-kind outdoor experience, from the ground up.
Brand positioning, digital strategy, and content wireframes for Snow Peak Campfield, a first-of-its-kind outdoor experience.
Making real outdoors aspirational again for the next generation.
Cultural branding strategy to transform a respected niche brand into the next iconic outdoor company, targeting Millennial "Naturehackers" who hack their careers to live in outdoor towns.
317 boat owners, surveyed. Patterns, revealed.
Brand audit, competitive analysis, and a 317-respondent consumer survey that mapped the purchase journey and competitive perception for a marine manufacturer.
78 years of mountain history, one unified voice.
Stakeholder research, brand platform, visual identity, and guidelines for Ontario's premier four-season mountain resort.
So long, Event Management Software. You had a good run.
Category design during Bizzabo's $138M raise — creating the Event Experience OS category and naming the problem it solves: the Event Impact Gap.
All it takes is five minutes to be a hero.
Positioning and social strategy for Blizzard's Overwatch mobile brawler, aimed at a 730-million-player market.
Your world of money, all in one place.
Positioning and three-level messaging architecture for PayPal's digital wallet, benchmarked against ten fintech competitors.
One boot, three stories, one truth.
Brand narrative and brand book across Timberland's three tiers, grounded in interviews with a founding-family grandson, a hip-hop community figure, and a factory worker.
Loyalty between BMW and Apple. Now what?
813-respondent study and owner ethnographies revealing an NPS of 79 — and a roadmap to the owners the brand hadn't reached yet.
Everyday adventure, translated for a new market.
A 1,058-respondent survey plus Moscow and St. Petersburg ethnography to position Eddie Bauer's entry into Russia.
Community-first, even when the guest list is short.
Seeding experience strategy for the adidas x Peloton launch collection — fostering community through an exclusive mechanic.
Put the "life" back in life sciences.
Positioning and post-acquisition category design for the platform trusted by 18 of the top 20 pharmaceutical companies.
Get lost. Live life a little loose.
Complete brand foundation for the rooftop-tent maker — promise, manifesto, and visual character. Later acquired by Thule.
Forever in motion.
Repositioning from athletic performance to active lifestyle for the brand's Amazon relaunch after leaving Target.
A Meal. A Home. A Future.
70th-anniversary rebrand for the Portland nonprofit — modernizing the brand while honoring seven decades of service in Old Town.
HP and XP: fitness and gaming aren't in competition.
Mixed-method research into where gaming intersects wellness for lululemon guests — 86% of gamer guests believe games positively impact their well-being.
Naming the Employee Healthcare Gap.
Category design for the healthcare navigation company — building the Personalized Healthcare category from named problem to homepage.
The beating heart of every company is cash.
An 84-slide category POV naming the Cash Flow Disconnect and creating the Cash Flow Performance Platform category.
The client is a fourth grader. The gatekeeper is their parent.
Research and strategy frameworks for making Lunchables the most creative food brand in kids' gaming.
Streamers are not a persona. They're a channel.
Donor personas and a twelve-month activation roadmap for raising $1M a year through gaming.
Gamers already listen while they play. The question is what to.
1,600+ gamers surveyed on where music and gaming meet — research and creative strategy for SoundCloud's gaming audience play.