I am a strategist, writer, and creative director with 10+ years of experience building brands that people love.

UX Writing

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Branding

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Advertising

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Lifecycle Communications

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People Management

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Content Strategy

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Creative Directing

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Naming

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UX Writing • Branding • Advertising • Lifecycle Communications • People Management • Content Strategy • Creative Directing • Naming •

Voyager: Crypto Debit Card Launch

The challenge? Position and launch the world’s first crypto debit card.

The solution. A product identity rooted in the ease of swiping with the rewards you expect from crypto: Spend like cash, earn like crypto.

The results. 80+ screens of UX writing. A website launch. 60+ email and push flows. Mailers. Digital ads. 300K+ on the waiting list in two weeks.

Client
Voyager

Role
Creative Director, UX Writer, Brand Strategist

Vegify: creating and positioning a sustainable food brand

The challenge? Determine the positioning and target audience for a dehydrated vegetable crumb. Then name the brand, create a visual identity, and bring it to life with packaging.

The solution. Vegify: the easy way to add veggies to your day. After extensive research, we targeted the product toward busy parents and the plant-based curious who want a fast way to add a portion of veggies to their family’s diet.

The results. An energetic and lively brand with a packaging and identity system and a thriving D2C market from parent brand ThinkBetter Foods.

Client
ThinkBetter Foods

Year
Creative Strategist, Copywriter

Voyager: Crypto for all

The challenge? Reach a new audience of women and crypto curious to grow awareness of Voyager and convert customers.

The solution. Crypto for all. A campaign telling the story of real Voyager customers and their journey with crypto. I directed an internal team and agency partner to create a cohesive campaign across media.

The results. Within my tenure at Voyager and after the launch of Crypto for all, we grew from 50K verified users to 3.5MM.

Client
Voyager

Role
Creative Director, Copywriter, Brand Strategist

Good & Gather: Brand positioning, packaging, and in-store merchandising

The challenge? Position Target’s largest owned-brand with a unifying tagline and messaging hierarchy to inform packaging, advertising, and in-store marketing. As a secondary challenge, I determined the most strategic messaging to help guests cross over from old owned-brands to G&G without losing brand affinity.

The solution. A new way to eat well every day. Food that fulfills wellness of mind and body every day.

The results. A successful and synergistic launch of a $1B+ owned-brand, reshaping how people perceive food at Target.

Client
Target

Role
Creative Strategist, Copywriter

  • NODE Blog. Creative direction and writing of weekly crypto inspiration and education.

  • The Market at Malcolm Yards. Created the brand, identity, and signage for Minnesota's largest food hall.

  • VLP. Created the UX and launch materials for the Voyager Loyalty Program. Included market research, UX writing, creative directing, and lifecycle writing.

  • La Marca Rose. Concepted and created "Rosy skies ahead," a campaign to launch the all-new La Marca Rose.