Recent Work

Redefining Beauty

A leading derma filler brand was facing sudden growth in competition, and needed to somehow deepen its relevance to consumers. People were aware of this brand, but had no distinct reasons for considering the brand over its competitors. Our research (rounds of conversations with Boomers, Gen X & Y’ers, and Gen Z’ers) unearthed the insight that prospective derma filler consumers want to enhance their existing beauty while still feeling in control of the filler process. Using this insight as a springboard, I helped develop a new brand positioning, shifting the brand’s perception from being “just another beauty injectable” to becoming “the trusted expert on helping you redefine your individual beauty”.

Connecting with the Underdogs

One of the most recognized financial services brands in the world wanted to connect at the community level with minority small business owners. The brand recently launched a fund dedicated to supporting diverse small business owners impacted by the pandemic. I collaborated with partner agencies to identify key insights from the Asian American, Hispanic and African American markets that would inform a messaging strategy aimed at minority small business owners. The result? We landed on “grit” as the common thread among minority small business owners that gave creatives ample playing ground for exploration. From a short film series highlighting stories of perseverance, to paid advertising and earned media highlighting individual success stories, this brand successfully conveyed its dedication to making an impact at the community level.

Nutrition Means More Than Eating Your Greens

There’s nothing I love more than looking at the big picture, connecting dots, and developing a strategic roadmap for a brand. I recently helped a $500M nutrition brand understand its customer, competition and emerging cultural trends in order to set brand and communications objectives. After doing a deep dive into the health/nutrition category, I realized that consumers’ definition of health and nutrition had broadened in the wake of the pandemic, and that health/nutrition had become closely tied to overall wellness. How could we use this cultural insight to inform the future of this nutrition brand? You’ll have to ping me to find out:)