Branding
REBRANDS, NEW BRAND IDENTITIES, STRATEGY, PRODUCT NAMING, MESSAGING HIERARCHIES, PRODUCT LAUNCHES
PayPal
GLOBAL REBRAND
A few highlights from one year working internally at PayPal on the Brand Team during a global rebrand. This included defining a new voice and tone, building a Writing Style Guide, and helping to align internal and external teams around the world to carry out the new brand purpose of “Championing Possibilities for Everyone.”
TCHO CHOCOLATE
New Brand Identity + PRODUCT NAMING + PACKAGE DESIGN + Digital & Social campaigns
A whole new brand identity as the company pivoted to become a Certified B Corp, go 100% plant-based, and create all new flavors. The new tagline “Chocolate. Fair & Square” embodied their altruistic mission while keeping things light and fun. It’s just chocolate after all.
Adidas Reverse Retros
Product Launch + Messaging Architecture/Hierarchy
Adidas Reverse Retro jerseys (2020/2021) marked the first-ever league-wide alternate jersey program — we launched it and turned it into the most successful alternative jersey program of all-time in all of sports.
Camp Woodward
New Brand Identity + Digital, Social, Print, & OOH CAMPAIGN
New brand identity for Camp Woodward — a legendary global action sports community and sleep-away camp with seven locations across North America that elevates youth and professional athletes across skateboarding, snowboarding, skiing, BMX Racing/Freestyle, Mountain Biking, Parkour, & more.
moovel (Mercedes-Benz Group AG) “FlexLA”
New Brand identity + PRODUCT LAUNCH + OOH, Digital, & Social CAMPAIGNS
Launching the world’s first publicly funded ridesharing service with an unexpected brand identity that was spirited and soulful to match the bold, vibrant and colorful personality of Downtown LA’s Art and Fashion District and it’s multicultural community.
Boreal + Woodward “Go Time Tickets”
🏆 Award Winning 🏆 Product Launch + Product Naming + Messaging + Strategy
“Go Time Tickets” created contactless mountain access for Boreal + Woodward Ski Resort during COVID 19 while delivering discounted prices and reducing wait times at ski lifts.
Phelps Swim
New brand identity + Brand Foundation + Logo Design + Packaging
You might’ve heard of this guy. He’s really good at swimming and has 23 Olympic Gold Medals to prove it. But when it came to branding… he needed some help.
Upwork “Achieve Hire Intelligence”
Product Launch + Product Naming & IDENTITY + Messaging HIERARCHY
A quick turn project while working internally with Upwork to launch Upwork Updates — a new semiannual release of new products and features on the site. The inaugural Upwork Updates needed to be big and flashy while highlighting the site’s newest AI integrations.