Client: TOMS—the shoe brand that pioneered corporate social responsibility.
Challenge: In transitioning from a 1:1 giving model (buy a shoe, give a shoe) to 1/3 of profits for grassroots good, TOMS needed a content strategy to help express what they stood for to a new target demographic: GenZ.
Revelation: GenZ isn’t interested in self-congratulatory brands—they want brands to show their support for the activists and influencers truly doing the work.
Solution: Turn their new tagline, “At the feet of those changing the world” into an actionable set of content buckets and modules.
Role: Creative Director.
*Click on the top image to read the deck.
Client: Under Armour.
Challenge: The iconic sportswear brand was looking for a way to make a difference in the community it calls home: Baltimore.
Revelation: Focus on what makes the city unique, and turn its biggest challenge into its greatest asset.
Solution: Tap creators to turn blighted city blocks into artistic, athletic centers, inspiring a state of ingenuity and play within the community.
Role: Creative Director.
*Click on the image to read the deck.
Client: Tommy John, a ten-year-old menswear brand making a splash in womens.
Challenge: Launch a line of bras that stands out in a VERY crowded market.
Revelation: The Tommy John woman wants to live her best life, un-adjusted.
Solution: Don’t adjust who you are, let your bra adjust to you.
Concept by Sasha Herman, Will Morley and Nathalie Han.
Copy by Sasha Herman + Will Morley.
Art Direction by Nathalie Han.
Creative Director: Fawad Khan.
Client: Douglas Elliman.
Challenge: Find a way to help a real estate powerhouse express a little irreverence.
Revelation: If luxury is your core competency, don’t run away from it—lean into it.
Solution: Create a campaign that leverages Elliman’s greatest asset (jaw-dropping homes) with a wink and a nod to the excesses that define their core audience. It’s as if to say, “Don’t worry, we get you.”
Role: Creative Director.
Client: Breville—a world leader in kitchen appliances.
Challenge: In becoming a “world leader” within their competitive space, Breville created a surfeit of content across multiple brands, regions and media properties. We were tasked with knitting this universe of material together in a cohesive way for a digital-first audience.
Revelation: Customers need to be taken on an educational journey that begins with purchase and ends in loyalty and retention. How and when content is displayed can turn a universe into an easily navigable galaxy.
Solution: Create an experience vision for Breville rooted in both UX principles and content strategy best practices in order to define a high-level roadmap for technical development.
Role: Strategy Director.
*Click on the image to read the deck.
Client: Google.
Challenge: Help this multinational behemoth stay true to its “Don’t be evil” motto with quirky content borne out of earlier, humbler roots.
Revelation: Nerdiness is charming…and it scales.
Solution: Educate users about interesting subjects with an editorial lens of positivity and curiosity that reflects Google’s soul.
*Click on the images to read the story behind each Doodle.
Client: Uncommon Sense, a new lingerie and swimwear focused subsidiary of RTW.
Challenge: Establish a brand identity and narrative to help this retail giant find its footing in a crowded market.
Revelation: Leverage RTW’s vast trove of data to speak directly to the target customer.
Solution: In the summer and fall of 2018, I created multiple rounds of verbal identity decks for the Uncommon Sense team, landing on a version that came to define the brand.
*Click on the image to read the deck.
Client: Llama Inn, a new Peruvian restaurant in Williamsburg, Brooklyn.
Challenge: Find a voice that captures the whimsy of Chef Erik Ramirez, while authoritatively introducing Peruvian cuisine to an unfamiliar audience.
Revelation: An inn is more than just a restaurant.
Solution: Position Llama Inn as a lifestyle brand.
Client: A Fortune 500 Retail Bank with a global presence.
Challenge: Reduce churn and drive spend & engagement for a specific, value-focused loan book.
Revelation: Not all credit card innovations need to fit into the industry-standard rewards framework.
Solution: Create 20 different digital and mobile products, vet the top 8 with qualitative research intercepts, refine and present core ideas to the executive team.
Role: Strategy Director.
*Click on the image to read the deck.
Client: GameChanger, a tech startup democratizing data for youth sports teams.
Challenge: Players pay for the premium service, but coaches are responsible for on boarding new users. To grow, GameChanger needs to inspire coaches.
Revelation: Players owe coaches a debt of gratitude.
Solution: Have players celebrate coaches in an emotionally resonant tribute video, for which I wrote the script.
Client: Towers Watson, a leading global professional services company that helps organizations improve performance through effective HR practices.
Challenge: Find a way to make TW's private exchange offering stand out in the competitive, crowded, noisy health care industry.
Revelation: Employers and employees alike choose their insurance plan based on a broad set of criteria.
Solution: Create a value proposition and sales deck that reflects the myriad benefits of TW's unique private exchange.
*Click on the images to read the decks.
Client: White House Black Market, a growing women’s brand with a difficult name.
Challenge: Guide a 25-year-old brand into the digital era.
Revelation: KISS—Keep It Social, Stupid.
Solution: From 2012-14, I helped grow WHBM’s Facebook fanbase to over 500k fans, while increasing ecomm’s share of business with engaging digital content.
Client: Parsec, the first advertising marketplace that guarantees consumer attention.
Challenge: Introduce a new product with nascent technology to an audience resistant to change.
Revelation: Blockchain provides an entirely different approach to transactions. Let’s build a new brand around that.
Solution: Write a whitepaper and create a microsite for Parsec’s blockchain product.
*Click here to read the whitepaper.
Client: Cabi, a women's fashion brand redefining the social selling space.
Challenge: Find a way to inspire and educate brand ambassadors on the trends of the season.
Revelation: Brand ambassadors don't want or need the same kind of content that consumers do.
Solution: Release an editorial magazine every season that focuses on style, ideas, and stories about real women.
*Click on the images to read each issue.
Client: Ghurka, an historic leather goods brand with an aging fanbase.
Challenge: Reintroduce the brand to a younger set of prospects.
Revelation: Millennials care just as much (if not more) about quality, history and authenticity.
Solution: Create a suite of emails that represents Ghurka’s values to a new audience.
Client: Holly Lynch, a Democrat and a New Yorker running in the 10th district of New York.
Challenge: Find a way to distinguish Holly from the growing primary field.
Revelation: People vote with their hearts, not their heads.
Solution: Find a story from Holly’s past and bring it to life with a novel style and an appeal to voters’ emotions.
A little artsy erudition for all you wonks, nerds and gallery girls.
