Batch Seven, a cannabis company, was looking to take an on-demand dispensary to market. They didn't yet have a brand, but were eager to get a teaser campaign going in light of the then upcoming recreational legality of cannabis. During our first few meetings, it quickly became apparent we needed to start from scratch. We hit pause on the campaign and focused on building the brand. The project included field research, partnering on brand strategy and directing a team of creatives to execute across a variety of media (logo, eCommerce website, print, packaging, photography, illustration, social). In short, concept to soft launch with all the necessary materials complete for the official launch.
Concept: Cannabis for mindfulness
Cannabis helps us pay attention to the moments we’re in, the people we’re with, the music we’re listening to, the food we’re eating. Cannabis heightens awareness, making routine activities anything but. It adds a glimmer to our personal rituals, those little moments in time where we take refuge from the daily hustle.
Role: Creative Director; field research, brand strategy, website design, content strategy, packaging
Team: Brand Strategist, Creative Director, Copywriter, Logo Designer, Illustrator, Photographer, web development team
Timeline: 8 months
QuanticMind, formerly InsideVault, was gaining serious momentum as a more intelligent, online advertising solution. The progress they had made building new technology was extraordinary, but they needed their audience to place them as leader in the space.
Poised for a rebrand, they came to me with a big task: develop a logo, design language, brand voice and content for a comprehensive website in a few months. I said yes and we hit the ground running.
Role: Creative Director; brand & content strategy, site architecture, lead visual and experience design, project management
Team: VP Marketing, Creative Director, Art Director, Copywriter, video crew, 2 developers
Timeline: 4 months
The team at Hi.Q had worked 10 months building and testing the Health IQ app and finally it was ready to launch. We decided to test a site that didn't just link to the app store, but instead informed our audience, and future investors, of the concept. The notion of a Health IQ was new. We had to convince others why it was so important, and revolutionary, even if in its infancy. The desire to be descriptive vs inspirational proved to be challenging.
With a fast approaching hard deadline, we pulled together and did it all — name, logo, copy, visuals, story. With a fair amount of audience research under our belts, we launched a version heavy on content, as a way to gather data on strategy.
Role: Founding Designer; brand, lead visual and experience design, content strategy
Team: CEO, Founding Designer, Art Director, Front End Developer, Server Engineer
Timeline: 3 months
TokBox had recently pivoted from a consumer chat app to a B2B real-time communication platform. With an outdated brand and piece-meal marketing site, it was time to put some real thought behind audience, pricing and positioning.
We started from scratch, working with internal stakeholders and existing customers to understand audience segments. We dove into understanding key differentiators amongst similar offerings and from there, formed solid brand principles. Soon we were talking product benefits, customer success stories and target industries. After rounds of visual language concepts, tone of voice and a ton of copy, we released a very comprehensive, responsive, sexy site that gave a consumer appeal to a B2B company. It wasn't long after that TokBox was acquired by one of the largest communication companies in the world, Europe's Telefonica.
Role: Creative Director; brand & content strategy, lead visual and experience designer, site architecture
Team: CEO, Creative Director, Art Director, Copywriter, Full Stack Engineer, Product Manager
Timeline: 10 months
Role: Senior Designer; visual and experience designer, salesforce.com
Role: Creative Director - various clients; brand & content strategy, visual/experience designer