It all comes down to
Whether it's pitching a big idea to the C-Suite, the Board, the Consumer or all the above, I'll articulate the vision or help build one from the ground up.
Brand Voice Guidelines
In 2016 I was handed the idea for a new brand mascot Voodoo Ranger, a skeleton spokescreature for New Belgium Brewing’s new line of IPAs. My task was to develop and write the character’s voice, tone and content for on-package, OOH, social media and video, as well as product names in the line like Juicy Haze IPA and Liquid Paradise.
The work was spotlighted in Nielsen’s Annual Beverage Report 2017 for its humor and originality.
The beer went on to become the volume-leader for New Belgium, surpassing flagship Fat Tire Amber Ale.
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.