Coach
Vince
L’Oréal (Noli)
Ceremonia
Pat McGrath
Half Magic
Colgate
Target
Big W Beauty
Ulta
Every Man Jack
Synchro
Cubii
Safe Place For Youth
Everytable
Cabot Creamery
Let’s Work
After eight years of agency and in-house experience, I have been able to help brands transform their business and reinvent their brand identity for new and existing customers. I have a passion for Millennial and Gen Z audiences specifically within beauty, fashion, and adjacent industries.
Coach came to us wanting to create an immersive brand experience for their Amazon brand store that would attract Gen Z customers looking to have a piece of the Coach brand at an accessible price. I developed a content strategy that balanced the heritage and craftsmanship of the Coach brand while speaking to the values and needs of the Gen Z audiences who want quality and longevity from their investment as well as an authentic relationship with the brand. The launch of the brand store resulted in a 3% year-over-year increase to $1.25bn for the brand.
- Content Strategy
Vince asked us to refine their brand and reimagine their DTC experience to appeal to a younger millennial audience. Through Brand Strategy, I helped them identify their key differentiation in the market as being a timeless wardrobing destination for California inspired luxury and lifestyle. Through Content Strategy, I guided them on introducing more lifestyle-driven photography, craftsmanship content, and messaging frameworks that upheld the brand’s heritage while modernizing it for a younger audience.
Brand Strategy
Content Strategy
Ceremonia asked us to reimagine their website with immersive experience that would drive brand love, discovery, and sales. We did that by introducing Ceremonia’s unique brand story and community throughout the web experience is new ways that would surprise and delight the user. In Content Strategy, I crafted new ways to tell their brand and product stories like their clean, Latin American-rich ingredients, their expansive community, their sustainability, and their founder story.
- Content Strategy
Half Magic asked us to launch their new brand with a show stopping web experience that would shock the beauty world. Half Magic is the brand child of Donni Davy, the award-winning makeup artist from HBO series, Euphoria. Through Content Strategy, I helped translate Donni’s product and brand vision while highlighting the product story and community that fueled the birth of the brand. Through community-based UGC and inspiration, visual storytelling, creation-focused messaging, and result-driven product messaging, we launched a web experience that took the brand beyond trend, making it a viral sensation that stole the hearts of Gen Z and Zillennial beauty lovers around the country.
- Content Strategy
Safe Place For Youth is an LA-based organization that supports and empowers youth experiencing homelesness with lasting, community-driven solutions that address racial and social inequity. SPY asked us to come up with a compelling campaign that would encourage young people to volunteer with SPY on a regular basis. We came up with the “Donate Your Hobby” campaign to show people that any hobby, talent, or skill can be used as a way to volunteer at SPY whether it’s cooking, gardening, painting, or even fashion styling. SPY saw a 40% increase in volunteer signups after the campaign went live.
Our team won a Silver Anthem Award, part of The Webby Awards, for Best Humanitarian Action & Services category, 2023
- Research
- Campaign Strategy