AHA: Literary Arts sponsorship adAHA has sponsored Literary Arts, the Portland-based nonprofit, for years. With a new brand identity to show off, we wanted to try something different. I worked in close collaboration with the art director to create this "dual story" ad that plays with the way a change in perspective can transform how we look at the world.
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AssetMark: Website relaunchFinancial services are an important part of our lives. So why is it that financial services writing rarely hits us on a gut level? For a full website revamp, I developed copy that goes beyond the nuts and bolts of investment management to capture how financial services impact the lives of clients and customers.
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SVB: Startups webpageSilicon Valley Bank is the commercial bank for the tech sector. Half of all startups that get venture capital funding bank with them. But the way they spoke to their audience sometimes sounded less like TechCrunch and more like The Financial Times. This webpage helped SVB reach their tech-savvy startup clients on their level.
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Flex: Case studyFlex is a global manufacturing and logistics firm that brings new innovations to industries like aviation and electronics. A website overhaul aimed to bring this spirit of innovation to the company's web content. As part of the project, I wrote this case study that brings complex automotive technology down to earth.
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Charles Schwab: Cobalt manifesto |
SVB: Five drivers of success |
What do you get for the person who has everything? This is the challenge my team tackled when we pitched a new campaign for Schwab's Ultra high-net-worth clients. Working with the senior creative director, I developed a manifesto that set the stage for Schwab Cobalt, a new brand experience that would reach Schwab's wealthiest clients by appealing to their sense of legacy and tradition.
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Silicon Valley Bank's HR department needed to communicate its "core competencies." They didn't need yet another announcement in corporate-ese that employees would toss in the recycling bin. I worked in conjunction with an art director to create a system of icons and messages that would give new energy and urgency to the bank's employee development model.
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SVB: Brand persona |
SVB: Brand tone and voice guide |
After redefining its brand identity, SVB needed help developing a persona to capture this powerful new brand. I developed a brand persona that captured the bank's core differentiator: a collaborative approach that goes above and beyond what other banks provide.
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SVB needed help developing a tone and voice guide to ensure that its newly minted brand guidelines were executed consistently in written communications throughout the bank. I worked closely with SVB's marketing team to identify the core attributes of the brand voice and tone, and composed a user-friendly guide for employees and partners.
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