Brand & Strategy
Throughout my career I have worked with multiple companies and agencies to develop and launch new brands, products, platforms, and campaigns big and small. Below are just a few examples.
The Chewy brand
When I started at Chewy the brand was in a much different place. There guidelines were so flexible it was impossible to stay disciplined to create the kind of consistency needed to build recognition and drive awareness. I worked with my team to create a brand audit that would bring together all the major stakeholders so we could align on simplified brand assets and staying disciplined. We redid our brand guidelines and relaunched our templates and content across channels. From there we held regular brand audits to constantly refine and evolve the brand.
American Journey by Chewy
An art director and I were asked to step in to help update and evolve the American Journey brand. We worked with the product team to understand everything about the target audience mindset and the product. From there we developed several directions that would work against the strategy. We sold it through and launched the American Journey brand and guidelines.
Wayfair (Birch Lane rebrand)
At Wayfair, I was asked to shift the Birch Lane brand toward more of a boutique-luxury brand. Through a great collaboration with marketing leadership we completely updated the look, feel, and voice. From there we launched the new brand and its more elevated work across every channel.
In addition to the guidelines, I oversaw all campaigns including the example below, which was a large catalog test initiative I helped stand up, complete with relevant themes to the target and 3D imagery that added major efficiencies to the process.
Chewy placemat work
Working directly with the brand team and Chief Brand Officer I developed and rewrote the entire Chewy brand platform including the purpose statement and value props for all of the Chewy offerings. The result was a clear vision for the company that will help steer all Chewy operations.
Marativa (for LA Visual)
While working as the head of strategy for LA Visual, I was asked to step in to work with a large, upscale, sustainable seafood company (Marativa). I helped lead the development and creation of their brand platform. We spent a great deal of upfront time with their leadership to understand the customers and what made Marativa so different. We delivered guidelines that clearly illustrated the brand house along with all the other important assets including voice and look and feel.