Snapshots from a few of my favorite projects.
Lumanu: Empowering creators to run and grow their businesses.
THE ASK
Creator economy startup Lumanu recognized that while successfully generating revenue, they needed to hone in on their “why” and invest in building a head-turning brand focused on creators.
THE IMPACT
We created a brand strategy that took a stand for Creators, and established an identity that is bold, maximalist, and unapologetically creator-centric. We further designed the brand’s new website and produced the launch campaign that blanketed billboards across NY and LA.
Discord: Lead improved brand alignment and consistency across the organization.
ASK
Discord is undeniably THE place for friends, especially Gen Z, to hangout online together. However after years of growth, and incremental updates to the brand, product, and overall direction of the company, Discord sought out a partner to help them create internal alignment and drive brand consistency across the organization. We worked with Discord on a retainer basis across numerous segments of the organization.
IMPACT
Our work was initiated with a robust brand and competitive audit and analysis, included SWOT analysis, strategic, verbal and visual brand audits, perceptual mapping and more. This allows us to bring in key recommendations to drive additional work including:
Re-positioning the Nitro product
Leading Discord’s strategy for their Pledge for a Safer Internet
Refining internal and partner brand playbooks
Creating messaging playbooks for the Brand Safety Team
Sequel: Powerfully redesigning life’s essentials, starting with a tampon.
THE ASK
Shortly after co-founders Amanda and Greta—Stanford engineering students and elite athletes—went to work building a better performing tampon, the duo realized they needed a bold brand to launch their product and extend to future products.
THE IMPACT
The new Sequel brand elevates life’s essentials. It’s a bold brand for the future of period care, and so much more, enabling those who need more and demand better to step into their power. Sequel secured $5M in seed funding in 2021 and launched online and in-store in February 2024, with significant box sales projected in 2024.
CityHealth: A modern healthcare provider creates an inviting home for health.
THE ASK
CityHealth is a fast-growing network of urgent care centers and testing facilities spread across California. In a space which too often can feel opaque and disjointed, CityHealth focuses on treating the whole person, making sure everyone gets the care they deserve. They were looking to reimagine the next iteration of the brand as they prepared to transform into a multi-speciality, tech-enabled healthcare company.
THE IMPACT
We helped reintroduce CityHealth as “not your parent’s or grandparent’s healthcare provider”, but as a provider of modern, inviting, accessible healthcare. The new brand sheds the expected sterile approach, rather embracing a vibrant and energetic identity that aligns with their core beliefs and refined target audiences.
