Brand Marketing
As a Creative Director, I’ve had the privilege of creating, championing, and re-imagining several D2C brands. Here are some examples of how I’ve brought these high-growth brands to life.
Define the Identity
As a leader in online education, Outschool saw a meteoric growth during the pandemic. After growing its user base 11x during the pandemic, the company needed to rebrand to meet the moment and expanding community. Working with Geist agency, we crafted a new look and feel for the company based on its core purpose: to help break through the barriers to education and set learning free.
This identity became the basis of all the brand moments we’ve created, from TV ads to full-page ads in the New York Times and mobile billboards in major U.S. cities. Our brand campaigns reached over 4M people and boosted Outschool’s brand awareness by 10%.
Align Creativity with Business Goals
Fast-growing coworking disruptor Mindspace wanted to export its European-centric brand to the U.S., starting with opening its first locations in San Francisco and Washington, D.C.
We remodeled a 30,000-square-foot, 600-person space in the heart of downtown San Francisco, blending the eclectic style with American business culture and using audience-centric guerilla marketing tactics to build up brand awareness. After six successful months of brand building in these two markets, we reached 100% capacity within two months of opening our doors.
Highlight Meaningful Stories
What does it look like to reimagine education? Outschool has set out to fundamentally change the way we think about empowering our kids. There’s no better way to show this than through the voices of our teachers and students. We created two documentary shorts highlighting Outschool’s impact featuring Grammy award-winning artist Gordon Chambers and NFL linebacker DeMarcus Ware. Together, these documentaries reached 2M+ people and increased Outschool’s engagement on social media by 327%.
Produced in collaboration with Freethink and Stand Together Foundation.
Dominate Your Space
A strong brand hinges on emotion and differentiation. Show your audience why you care and, therefore why they should care. For Lokal Travel’s go-to-market launch, we needed to draw a through-line from their powerful origin story to the consumer purchase.
By spotlighting the negative economic impact of traditional tourism on local communities through a powerful documentary short, we crafted a story that resonated deeply and was reinforced through every touchpoint in their funnel.