Style, now available in dog sizes.
The brief
Build Petco’s first premium lifestyle brand for dogs. One capable of competing with a new wave of modern pet-parent brands.
The idea
Pets aren’t just pets. They’re family.
Which means their gear shouldn’t just be durable and functional; it should look good, too. Something you’d proudly bring into your home. Something you might even wear yourself if you could.
Reddy was built around that idea of performance meeting design, creating gear that feels as considered and elevated as the bond between people and their dogs.
My role
I carried Reddy’s voice across campaigns, retail storytelling, and brand expressions for three years post-launch, helping the brand show up consistently wherever it lived.
From a SoHo store launch that left scented paw prints across NYC to sustainability messaging rooted in Reddy’s manufacturing philosophy, I helped shape how the brand spoke and showed up end-to-end.
Loyal companion, indeed.
50 years of labels. One big relabel.
The brief
Avery wanted to move beyond being known for labels and become more meaningful to the people creating with them.
The idea
Ideas feel different when you can hold them in your hands.
For decades, Avery has helped people turn digital plans into something real. A labeled jar, a handmade package, a perfectly organized project.
So instead of positioning Avery as a tool, we reframed the brand as something closer to what makers actually experience. A creative partner in the process of bringing ideas to life.
My role
Avery didn’t just need a new voice. They needed a new role in people’s lives.
I defined Avery’s personality as a creative partner — one that’s as invested in the process as the makers using it. The new voice brought warmth, encouragement, and creative momentum to everything from brand messaging to campaign work.
The rebrand resonated quickly, driving a 20% increase in performance within the first eight weeks of launch.
Talk about a good trip.
The brief
Costa Mesa wanted to build on its reputation as a foodie destination and expand it into a broader campaign that could attract both local visitors and fly-in travelers.
The idea
People don’t fall in love with cities because they’re marketed well. They fall in love with character.
Costa Mesa didn’t need to shout or try to sound like every other destination campaign. It just needed to sound like itself.
By leaning into the city’s personality — creative, quirky, and a little irreverent — the campaign positioned Costa Mesa as a place where culture, food, and unexpected moments come together.
My role
I developed a voice that felt local, self-aware, and really dang fun — because that’s who Costa Mesa is.
What began as a campaign quickly grew into something bigger. After seeing how clearly the voice captured the spirit of Costa Mesa — and how effectively it differentiated the destination — the work expanded into a broader rebrand.
The strategy worked well. Really well. A 300% lift in engagement led to an ongoing partnership and additional seasonal campaigns.
More than dairy. A sidekick.
The brief
Darigold wanted to stand apart from a crowded dairy category where most brands were saying the same things, in the same way.
The idea
People don’t experience everyday foods like dairy in polished moments. They experience them in the unfiltered ones.
The rushed mornings. The after-school chaos. The quiet pauses and small rituals that make up a day.
We built the platform around a simple truth: the best brands in people’s lives aren’t the main character. They’re the trusted companion.
Darigold became the sidekick to the daily adventure.
My role
Our team called this platform the daily adventure, grounded in the belief that real joy shows up in everyday life, and that Darigold is a trusted sidekick along for the ride.
I brought the idea to life by shaping a voice that felt natural, warm, and human. One that showed up as part of the moment rather than performing for it.
The platform extended beyond the rebrand, becoming the foundation for a reimagined social presence built voice-first around everyday stories.
Not your typical enterprise voice.
The brief
Toshiba wanted to reintroduce its cloud service, Elevate Sky Workflow, as more than just another automation tool.
The idea
Automation on its own isn’t exciting. What people actually want is relief.
Relief from busywork. From repetitive tasks that drain energy and slow real progress.
Instead of focusing on features, the campaign reframed the technology around the feeling it creates: the moment when the tedious work fades away and people can focus on what actually matters.
My role
I developed a voice that embodied that sense of relief — conversational, confident, and unmistakably human.
Having helped establish Toshiba’s brand voice years earlier, I carried that same tone into this campaign, shifting the focus away from enterprise jargon and toward a more natural, human way of speaking.
The approach helped reinforce a voice that continues to evolve across the brand today.
Skip the bar, start the party.
The idea
Ordering from Drizly is so simple, the celebration starts the moment you click “order.”
So instead of focusing on delivery logistics, this campaign reframed the experience: the party begins before the drinks even arrive.
My role
I developed the campaign concept and voice, creating a tone that felt celebratory, punchy, and a little irreverent.
The copy leaned into quick, unexpected comparisons, capturing the energy of a night out while celebrating how much easier it is to keep the party at home. Paired with bold visuals and bright pops of color, the campaign brought nightlife energy into everyday spaces.
The result positioned Drizly as the easiest — and most fun — way to get the party started.
More than a product. A point of brew.
The brief
Four Sigmatic’s digital channels lacked a clear narrative. Products were being presented without a point of view, leaving the brand’s originality and purpose buried beneath the catalog.
The idea
Wellness brands don’t build trust by listing benefits. They build it through clarity, intention, and story.
Instead of leading with product features, the brand needed to lead with belief — creating a narrative that grounded the brand’s philosophy and naturally guided people toward the products that bring it to life.
The site and social channels became a place where curiosity, ritual, and everyday wellness could unfold before the product ever appeared.
My role
I brought structure and voice to the digital experience, shaping a storytelling journey across the website and social channels that led with belief and carried people naturally to product.
The tone stayed humble, grounded, and confident, letting the brand’s originality speak for itself.
Social, but make it adventurous.
The brief
After completing a full rebrand, Pursuit wanted its new identity to show up on organic social in a way that felt natural, engaging, and built to last.
The idea
Organic social isn’t traditional advertising. It’s where brands stop broadcasting and start behaving like people. It’s the most human space a brand occupies — where personality drives connection, and connection drives engagement. So instead of treating social as another channel, we treated it as the place where Pursuit’s voice could fully come to life.
My role
Pursuit is a collection of world-class attractions rooted in exploration. But the brand’s role isn’t to guide from afar—it’s to feel like the friend who inspires you to get out there.
An adventure buddy.
That insight shaped the tone: joyfully curious, playful, and never taking itself too seriously.
I spearheaded an organic social strategy that reframed traditional brand guidelines around voice and tone as the entry point. Instead of rigid rules, the system made it easier for creators to step into Pursuit’s personality — crafting posts that felt authentic to the brand while naturally joining conversations happening across travel, nature, and culture.
The framework resonated so strongly that it expanded beyond social, informing PR communications and internal messaging as well.
The brief
Pharmacy programs within risk management are often treated as purely operational focused on filling prescriptions and checking boxes.
CorVel wanted to reposition pharmacy as something more powerful: a strategic lever that improves outcomes, reduces risk, and delivers better care.
The idea
Most pharmacy programs operate reactively. A prescription comes in. It gets filled. The process moves on.
But every prescription carries insight.
By reframing pharmacy as a place where clinical intelligence and data visibility intersect, we positioned CorVel’s approach as fundamentally different. They connect the dots behind prescriptions rather than simply processing them.
The shift was simple but powerful: moving the category from transactional to transformational.
My role
I shaped the narrative and voice for CorVel’s pharmacy offering, positioning it as a smarter, more strategic layer of care within risk management.
Instead of leaning on the language of process and efficiency that dominates the category, I introduced a perspective-driven tone. One that quietly challenges assumptions and reframes how pharmacy can function within the broader care ecosystem.
The voice became that of a thoughtful expert: the kind of thinker who can shift your perspective not by raising their voice, but by offering insight you can’t unsee.
The result elevated pharmacy from a back-office function to a proactive force.
Holidays, California style.
The brief
California’s iconic retail destinations wanted a holiday campaign that captured what makes the season feel uniquely SoCal.
The challenge was celebrating the season while staying true to the region’s distinct personality.
The idea
Holiday in Southern California isn’t about snow boots and fireplaces. It’s palm trees wrapped in lights, ice skating under the sun, and surf sessions before shopping.
So instead of recreating a traditional holiday aesthetic, this campaign embraced the unexpected magic of a West Coast winter. It’s where the season feels brighter, warmer, and a little more relaxed.
The concept reframed holiday not just as a time of year, but as something you do.
In SoCal, you holiday.
My role
I developed the campaign voice and copy, crafting playful, evocative language that captured the spirit of a distinctly Californian season.
The tone leaned sunny, lighthearted, and a little wink-y — celebrating the quirks of a warm-weather winter while inviting visitors to experience the holidays the SoCal way.
Across headlines, social, and on-site messaging, the campaign turned “holiday” into a verb, encouraging people to holiday like a local.
