Work Spotlight
A brand's voice has to hold together under pressure. That means it works across teams and surfaces. It stays consistent across markets and languages. And it lasts for years. These are a few of the systems I've built or led to make that happen.
Defining the voice for a global fintech.
PayPal's voice lived in people's heads. So it drifted depending on who was writing. The system I built gave the brand a consistent voice for the first time, no matter who was writing. We started with a Voice and Copy Playbook codifying three Voice Pillars, then got to work aligning everything.
Later, messaging hierarchies and a Fixed/Flexible governance model defined what stays consistent, and where teams have real room to adapt for context. The Playbook and systems are still in use across the brand, alongside a naming architecture and AI-assisted workflows that let everything scale without bottlenecks. (Work is confidential.)
The brand story hiding in plain sight.
Vertex needed investors and clients to understand the sheer scale of what they do: Tax Compliance SaaS platforms that function 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 company. What started as a single asset became the system the whole brand now runs on.
Peer-to-peer, not face-to-face.
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 the development of a ground-up, social-first brand platform that pulled a legacy company that had resisted the shift to social 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.
Leading the team behind a record launch.
When Sony rebooted the God of War franchise for PlayStation, the creative challenge was enormous. Introduce a new mythology. A new sidekick character. And build nine months of anticipation with almost nothing to show yet. I led the team and cleared the path with the client to get the work resourced and approved, allowing the team to develop work that spanned 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 biggest launch in PS4 history.