Brand Strategist & Copywriter
Uncle Arnie’s
Helping a Cannabis Brand Retain Its Edge With a Growing Audience
Uncle Arnie’s is a line of best-selling cannabis beverages with exhilarating, fruity flavors and low and high dosage options.
At a time when so many cannabis brands aim for the middle of the road, Uncle Arnie’s wanted to lean into its maverick California origins while appealing to a wide, fun-loving audience.
In revisiting their brand strategy, we opted for a “Keep It Weird” north start that meant retaining Uncle Arnie’s unique illustrated aesthetic and adopting a new TOV—one as zany, warm, and original as a trip on one of their drinks.
The final phase of the project was to rewrite their website, which serves both their D2C and wholesale channels.
Waze
Keeping Wazers Engaged, Even When They’re Not in the Car
The social navigation wizards at Waze wanted to keep superfans informed and engaged with the company’s global efforts to kill traffic.
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 clickthrough rate than industry average.
A.Team
Coining a Workforce Trend and Hacking the News Cycle
The Big Quit. Quiet Quitting. We wanted to reverse engineer our own workface media trend for A.Team, an elite fractional team marketplace.
As layoffs hit a tech sector once thought untouchable, we helped design and issue a survey to the newly unemployed. What follwed was a potent news story: The Great Betrayal, which landed on the pages of Fast Company, Forbes, USA Today, and Digiday.
Hooray Hoopla—Pals
Unlocking an Inclusive Brand
Hooray Hoopla was selling mismatched socks that came in pairs of rivals, like Cat vs. Dog, Lady Bug vs. Caterpillar, and Dragon vs. Unicorn. Naturally, 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 the differences that’s inspired legions of fans—and sales—all over the country.
Civitech
Brand Strategy Designed for Scale and Distinctiveness
Civitech is a political tech solution for progressive causes and campaigns. They needed a more mature brand that could support the growth of their offerings and communicate the essence of their value prop—which is seeing the electorate and discerning where likely support will come from. Hugely valuable to any campaign.
We offered up a full brand strategy that included a new identity, brand guidelines, messaging framework, and hierarchy for future product growth.
