Messaging

The “All-American” Campaign

A campaign I pitched to the White House Interfaith Alliance and the Sikh Campaign which highlighted all of the things we share as Americans. From conversations about Predator to bans on alcohol, we tackled shared subjects in a memorable way.

The Naturalist - Brand Guide

A brand I developed for a small business owner who was opening a local bar. She asked us for a mix of “mirth and earth” so we gave her a camping trip and a trip down memory lane.

Peloton U Messaging Guide

PelotonU had a unique idea about higher education to share with their site visitors, but they lacked a central place to talk about what they offered. I built their website with a content-first approach, and mapped out their messaging goals in this guide.

Show Your O

A campaign we developed in conjunction with a feature-length documentary on the spread of HIV in Louisiana, where participants shared their most vulnerable moments. I shared mine in an impromptu photo shoot before the pitch.

NRG “Our Power” Campaign

NRG wanted to inspire a social campaign around energy conservation. I worked with a team of researchers and pitched a messaging campaign that redefined the grid as an antique, and the sun as a source of grassroots power.

GreenPoint Resource Content Guide

Greenpoint had a revolutionary model of forestry and infrastructure development that they needed a name for. We named it the Compass Method and built their new site around the concept.