Work Spotlight
Big launches, legacy rebrands, a voice for a global fintech. Different problems, same job. Getting a whole company to show up as one thing. Here are a few examples.
Gave a global fintech one voice.
PayPal's voice lived in people's heads. So it drifted depending on who was writing. The system I created gave the brand a consistent voice for the first time. It started with a Voice and Copy Playbook built on three Voice Pillars, followed by the work of aligning everything across surfaces.
Later, messaging hierarchies and a Fixed/Flexible governance model defined what stays consistent, and where teams have room to adapt for context. The Playbook and systems are still in use across the brand, alongside a naming architecture and the voice rules behind PayPal's AI writing tool. The result is brand writing that scales without bottlenecks. (Work is confidential.)
Made a legacy business relatable.
Amway's Nutrilite brand had a following built on face-to-face selling. But those customers were aging out. And younger, digital-first buyers just weren't interested in their business model. I led a ground-up, social-first brand platform that moved a company based on face-to-face selling into a new era. A single idea, true to the product and to the role it plays in people's lives.
Every execution was transcreated, not just translated, across global markets. Proof the platform could hold its meaning even without holding its exact words. View the work.
Found the brand story hiding in plain sight.
Vertex needed investors and clients to understand the sheer scale of what they do: Tax Compliance software that functions as "capitalism's operating system." One brand video did that job so well, it led to a full identity overhaul. A new visual and verbal language. A reimagined website. And a Brand Guide built in partnership with stakeholders across the org. What started as a single asset became the system the whole brand now runs on. View the work.
When Google created a professional certificate program for high-growth fields, no degree required, there was no shortage of people qualified to fill those roles. The problem was they didn’t believe jobs in tech were meant for them. Partnering with Bonfire Labs, I developed the positioning and campaign idea that changed their minds. “Put Your Skills to Work” became a multi-year platform that flexed across film, social and TikTok creators. In year two, we spotlighted real graduates. Seeing people like them succeed drove more people to enroll, building a flywheel that’s still running today. View the work.
Invited a new workforce into tech.
Led the team behind a record launch.
When Sony rebooted the God of War franchise for PlayStation, we had to introduce a new mythology, a new sidekick character, and build nine months of anticipation. But the game was still in development so there was almost nothing to show. I led the team and cleared the path to get the work resourced and approved, allowing them to develop work spanning podcasts, social, a standalone Messenger game, museum-scale installations, and more. All celebrating a single, unified canon to a passionate audience starved for more of the story. Result: the fastest-selling PS4 exclusive ever. View the work.