While working in-house at NVIDIA as the lead creative writer for all enterprise areas of business, I worked to craft a brand voice across many products and verticals. This was a unique opportunity to develop marketing materials for AI and deep learning, subjects with little to no history of advertising.
Working as a vendor, I took over the Editorial Lead role on the Surface team. During my time at Microsoft, I led messaging across all owned and operated channels for the launch of Surface Pro 4, Surface Book, and Surface Studio.
Over the course of 2014/2015 I partnered with Alaska Airlines to create a new brand voice across all digital channels. This included product naming, all promotion and sale naming, web copy, UI/UX work, and creative strategy.
In my capacity as Creative Director and Lead Copywriter, I oversaw and implemented a new company voice across web, social media, email, online advertising, kiosks, mobile/apps, organic search, paied search, and physical advertising.
In 2013 I partnered with Creature and Belle & Whistle to build an app for the Seattle Space Needle's observation deck. Worked on the wireframing, consulted on Augmented Reality functions (not pictured,) and wrote all copy for the mobile experience. I also collaborated on the creative strategy for the curated physical space of the observation deck.
In this project I let the creative strategy that resulted in a new and distinct brand voice for one of Seattle's most iconic landmarks.
In 2012 I worked with FireGiants on Ivar's new website. For this project I assembled, edited, and represented a number of dis prate sources of content to compile them into a complete and compelling new brand voice.
I worked from Ivar's distinct and well known existing brand identity to articulate a new brand voice that properly conveyed the strong personality that Ivar's has.
Mallet Design & Build
In 2012 I partnered with Hybrid3 to create a high end sales call book. Over the course of the contract I interviewed the CEO of the company to develop a deep understanding company culture and history, before producing a new mission statement.
I acted as creative/art director for the design and printing of the book, as well as collaborating with the design studio to ensure the proper standards for the printed product.
In 2013 I partnered with Draft LLC, working on Hewlett Packard's direct, B2B email campaign. This job required the immediate understanding of a complex email template system and the ability to adopt HP's voice in a very short period of time.
Ashley Furniture Industries
In 2011 I teamed up with FireGiants to do a complete rebuild of the Ashley Furniture brand, as represented across digital channels. This involved onsite exploration, in which I interviewed C level executives, walked the factory floor, and spent time researching their QA process.
This full, on site immersion of company culture allowed me to craft a brand voice for AFI for the first time in the the company's history.
Worked in a client facing role with theWEBcentric to develop a new brand voice for this credit union's re-naming.