A better-for-you new concept alcohol startup was seeking guidance on how to position themselves in the alcohol category to drive consumer understanding and trial. The brand had hung its hat on the concept of "Superbrew," but it wasn't effectively communicating a frame of reference or differentiation. I led stakeholder engagement and company workshops to develop fresh positioning, fleshed-out brand architecture, brand voice and consumer-facing messaging.

Willie's Superbrew Positioning Strategy + Brand Narrative

Grillo's Pickles

Home

The Home Depot was exploring creating an umbrella platform to support the launch of an eco-friendly line and better communicate their sustainability efforts with consumers and team members. I developed this spec tagline and copy to bring the campaign to life and help create an emotional connection with consumers.

Home Depot "Better Greener" Spec Ad Campaign

Grain-Free Baked Goods that Defy Expectations.