Every brand has a story. Every story has a purpose. As a branding creative with a deep interest in human behavior, I develop brand identities, narratives and activations that are authentic and goal-oriented. Whether you're gearing up for a product launch, a rebranding, or anything in between, I can help you create:
Tone of Voice
Names & Taglines
GOAL: NEW CPG LAUNCH
I was part of an in-house branding team at New Belgium Brewing that developed the brand mascot Voodoo Ranger, a skeleton spokescreature for the brewery’s new line of IPAs. The brand was a gigantic departure from the company's existing branding, which had experienced rapid decline as drinkers moved toward new, bolder experiences in craft beer.
As lead copywriter, I developed the character Voodoo Ranger’s tone of voice and verbal identity to match the beer's exciting flavors. In support, I also wrote all copy for packaging, OOH, social media, launch scripts and more. Additionally, I had the pleasure of creating product names—and going through the intensive trademark process—for sub-brands in the product line, including Juicy Haze IPA and Liquid Paradise.
The brand is now the volume-leader at the iconic Colorado craft brewery and one of the most recognizable IPA brands in the country.
GOAL: U.S. LAUNCH
South Korean webcomics publisher Manta expanded its marketing efforts into the United States in 2021 with the launch of an app and season 2 of series “Under the Oak Tree.”
As senior copywriter at the branding agency that developed the awareness and engagement campaign, I helped design a massive Comic-Con 2021 activation (with a 20-foot oak tree), a Times Square digital takeover and a TikTok branded hashtag challenge that earned more than 6 billion engagements and drove app downloads in key demographics.
Iskra, a Web3 gaming platform, offers an ecosystem for gamers that values community collaboration, shared ownership and the excitement of blockchain gaming.
To prepare for launch in 2022, I was part of an agency team that created the Iskra brand from the ground up (save the name, which they had already set). For my part, I led a series of discovery workshops and developed Iskra’s brand identity, verbal identity and a social playbook that detailed how to bring the brand to life across social media platforms. I also developed the tagline, “The Future of Play,” and helped articulate the company’s core values and key messaging.
In addition, we created launch assets for social media, email marketing and specialized branding around the launch of its own NFT, which gave players a stake in the company.
GOAL: GLOBAL LAUNCH
High Road Craft, a national CPG and craft creamery based in greater-Atlanta had one major key differentiator it wasn’t expressing in its branding: Its culinary-inspired ice cream was made by real chefs.
I consulted with the company to reposition its messaging. The result was a tweaked brand identity inspired by the attitude of chef culture. Deliverables included tone of voice and vocabulary guidelines, brand messaging, packaging copy, website copy, social captions and email marketing content.
HIGH ROAD CRAFT
Land Betterment, an environment solutions company, launched Land Betterment Exchange to revolutionize how society contends with industry-impacted land remediation. The company’s approach brings the process to the blockchain, where smart contracts and tokenized incentives create transparency and positive change.
To increase awareness, I was part of an agency team that created an education campaign to demystify land remediation, blockchain technology and illustrate the immense benefits to the environment, economy and communities impacted by mining operations across the U.S. midwest.
This involved scripting animated explainer videos, infographics, social media storytelling and blogs.
NEW BELGIUM BREWING
I worked as Editorial Content Manager on a small team charged with developing and executing a CSR campaign that illustrated the core values at New Belgium Brewing.
“Greater Lengths” took an editorial approach, telling compelling longform stories with video and copy. We mapped out strategic stories across employees, ingredient partners and non-profits.
I acted as story developer, scriptwriter, interviewer and photographer.