Strategist & Copywriter
Work
Civitech Rebrand
Civitech is a political tech solution for progressive causes and campaigns. They needed a more mature brand that could support growth and communicate their essence.
We offered up full brand strategy that included a new logo, visual identity, brand guidelines, messaging framework, and product hierarchy for future growth.
Since launching their new site in late 2022 they’ve seen +135% increase in Visit Duration and -16% decrease in Bounce Rate.
Waze Superfan Newsletter
The social navigation wizards at Waze wanted to keep superfans informed and engaged with the company’s global efforts to kill traffic. So we designed an editorial experience more akin to old NINTENDO POWER Magazines than a digest of links—filled with tips, shortcuts, and surprises to unlock.
Wazers dug it to the tune of a 46% open rate and +129% higher click than industry average.
Hacking the news cycle for A. Team
The Big Quit. Quiet Quitting. We wanted to reverse engineer our own workforce media trend for A. Team, which assembles elite tech talent into freelance teams getting shit done for visionary companies.
As layoffs hit a tech sector once thought untouchable, we helped design and issue a survey to the newly unemployed. What followed was a potent news story: the Great Betrayal, which landed on the pages of FastCompany, Forbes, USA Today, and Digiday.
Pals brand strategy and launch
Hooray Hoopla was selling mismatched socks that came in pairs of “rivals” like Lady Bug vs. Caterpillar and Dragon vs. Unicorn. The brand was called Vs. Socks and sales were decent.
Until we identified the more powerful brand opportunity: what if instead of coming as pairs of “rivals,” the mismatched pairs were “pals.” That unlocked an inclusive, mission-driven brand about celebrating differences that’s inspired legions of fans—and sales—all over the country.
