Projects
I've selected the following projects showcasing the depth and breadth of my strategic work. Explore the foundational content created for digital projects, full brand launches, and brand redesigns for both product-based and higher education clients.
Syracuse University
Content Strategist:
Foundational Strategy
Working with Syracuse University (a Mambo Media client) was an honor. My role was to create foundational strategy to guide their internal marketing and brand teams in a website redesign.
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I developed five university personas, a robust messaging framework, competitive analysis, and user journey maps.
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Click on the Download button to view an excerpt from the messaging framework. I've redacted confidential and proprietary information.
Dr. Oz Good Life
Content Strategist:
Celebrity Brand Launch
Developing the brand voice for the Dr. Oz Good Life brand launch (a Malouf Companies brand) was an incredible journey. After a deep dive with Dr. Oz and his team, I studied his personal brand, voice, and adoring fan base to create customized personas to anchor the branding and identity decisions.
Then, I got to work writing a from-scratch website along with product video scripts, dozens of blog articles, TV commercial scripts, digital ads, retail signage, packaging, and more.
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Click on the button to the right to see the About page, select blog posts, and retail displays created for Macy's department stores.
Downeast Home
Content Strategist:
Legacy Brand Refresh
Founded in 1992, Downeast is a Top 100 home and furniture company with retail locations throughout the Western U.S. In 2020 it was acquired by Malouf Companies. I entered the scene just in time for a total rebrand.
I immediately built out new customer and brand personas to help bridge the gap between the former conservative customer and the new, more affluent target audience. It was a challenging and exciting project and the resulting changes led to a 50 percent jump in revenue within six months of the rebrand.
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Click on the Download button to explore new customer personas, Impact page, sofa product descriptions, and select email campaigns.
