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Case studies

Brand strategy

Every great brand starts with structure. I help teams translate complex ideas into frameworks that guide how brands think, speak and grow.

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Repositioning for the global stage

2024-2025 (with Boeh Agency)

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Challenge: Transform perception from supplier to leader


By late 2024, Luminultra had grown from ATP water testing into global markets across energy and food. But its identity and website still presented like a niche supplier. With WEFTEC 2025 in Chicago approaching, the company needed a full brand repositioning and website IA overhaul to reintroduce itself as a credible challenger and premier choice

 

Solution: Reframing the brand with research and strategy

 

Through competitor benchmarking, audience analysis and a senior leadership workshop, I built a new foundation that positioned Luminultra as a Hero–Sage archetype, empowering guardians of critical systems worldwide.

 

The messaging framework included:
 

  • Core narrative and supporting pillars

  • Taglines, including the selected “Confidence in Every Count”

  • Real-world scenarios and objection handling

  • Global tone and voice guidelines

 

This gave internal teams a shared purpose and language, replacing scattered product claims with a unified story.

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I spearheaded the website content strategy and IA, mapping journeys for three personas: Buyers, Browsers and Knowledge Seekers. Content was reframed around industry problems and solutions instead of product silos, with connective tissue built between devices, assays and services to highlight how they solve real-world challenges.

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In parallel, I scripted the brand launch video to bring the new story to life. I also collaborated with the Creative Director on the visual identity overhaul. My narrative insights guided the redesign brand elements, ensuring the visual system reflected the same strategic foundation as the messaging.​

Deliverables that shaped the rollout​

 

  • Brand Messaging Playbook with positioning, pillars, tone, persona mapping and scenarios

  • Website IA and content strategy grounded in personas and industry framing

  • Brand launch video script and interview plan

  • Tagline: Confidence in Every Count

  • Consulting on brand architecture for acquisitions
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Positioned for a global relaunch at WEFTEC 2025​

 

This repositioning gave Luminultra’s 100+ employees a unifying identity and energized teams around a clear purpose. It clarified offerings across water, energy, and food while helping our agency win the RFP for the website redesign. The new messaging, website, and brand launch video are scheduled to debut at WEFTEC 2025 in Chicago, positioning Luminultra as a credible challenger and premier choice in microbial monitoring with a global rollout designed to strengthen recognition and fuel growth.

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2023 (with Lemonade the Agency)

Recruiting a new generation of runners

Challenge: Declining participation in marathon
 

After years of steady decline in marathon participation worldwide, the San Francisco Marathon faced the same challenge. By 2022, registrations had dropped for five consecutive years. With the 2023 race approaching, Lemonade Agency was brought in to reverse the trend and reintroduce the race to a new generation of runners.

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Solution: Reframing running through encouraging voice
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I led a workshop with race leadership and conducted a brand audit, including competitor research across major marathons. The analysis revealed a common voice archetype: most positioned themselves as coaches, authoritative and focused on times and results. Gen Z runners were less motivated by external benchmarks, instead valuing self-improvement, mindfulness, and lifestyle benefits.

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​Based on this insight, I repositioned the brand with a new archetype: the friendly neighbor-runner. This voice was approachable, encouraging, and aspirational. The campaign tagline, “Take the First Step,” captured the philosophy that the value was not only in finishing a race but in choosing to start.

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I executed the strategy across all touchpoints, overhauling the website copy, scripting an email funnel, writing influencer content and campaign video scripts, and managing social media content for the full campaign cycle.

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Impact: Record-breaking turnout and renewed engagement
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The result was a complete turnaround. Instead of continued decline, the 2023 San Francisco Marathon achieved record-breaking attendance with nearly 30,000 runners. The campaign proved that a shift in positioning and voice could re-energize a storied brand and inspire new audiences to participate.

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Branding America’s No. 1 IPA

2016-2017

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Challenge: Declining sales in a saturated IPA market

By 2016, New Belgium’s IPA was struggling to compete amid a rapidly expanding craft beer scene. The brewery needed a bold relaunch to capture the booming IPA trend and reverse its declining sales.

Solution: Creating a bold, irreverent brand identity
 

I helped reimagine the beer as Voodoo Ranger, defining its positioning, archetype, tone of voice and messaging systems. The brand’s mischievous, irreverent personality gave it the edge and cultural energy it needed to stand out. I partnered with R&D on product naming for the year-round and rotator series and developed the content strategy and messaging for all brand communications.
 

Impact: From struggling IPA to national bestseller
 

The relaunch transformed Voodoo Ranger into the top-selling IPA in the U.S. Its success helped revitalize New Belgium’s growth and contributed to the brewery’s 2019 acquisition by global beverage leader Kirin.
 

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Unlocking value for an agency on the move

2024

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Challenge: Clarify positioning in specialized market​


Boeh Agency, a full-service PR and marketing firm focused on the water industry, understood its unique value but needed sharper positioning to stand out from generalist agencies. With deep in-house expertise and creative marketing capabilities, the agency lacked a cohesive messaging and content strategy to showcase itself as the go-to partner for water brands.

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Solution: Defining a clear strategy and unified voice

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I led a brand discovery workshop and audit with agency leadership that evolved into new strategic messaging guidelines and positioning. The outcome reframed Boeh as the insider partner built to move water brands forward, anchored by the new tagline “Moving water brands forward.” From these guidelines, we reshaped the agency’s website strategy for a full redesign.

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Working with Boeh’s Creative Director and web team, I translated the messaging strategy into brand expression as copy strategist and lead writer for the new website, ensuring the updated positioning carried through every word.

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Impact: Stronger identity and industry recognition

 

The result was a confident and unified brand identity that reinforced Boeh Agency’s reputation as the trusted marketing ally for the water industry and a distinct voice within a crowded market.

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