Avery’s been making labels for 50 years. This year, we helped them relabel themselves.

Built around the insight “Avery is built to stick,” the rebrand connected their legacy of tangibility to today’s digital world. Stick to ideas. Stick to people. Stick to what makes creativity real. Avery stands for what you can actually hold.

I developed the brand voice and tone system to express that — a system later recognized by the company’s president as a standout element of the rebrand. Performance stuck, too: 20% of annual target in just 8 weeks.

My Role: Concept, Voice Development, Brand Messaging Guidelines, Campaign Strategy, Creative Direction, Scriptwriting, Taglines + Headlines, Social

Brand playbook and messaging frameworks available upon request.

Wrote a radio spot that likens brand-building to falling in love. Both require putting yourself out there, taking big leaps, and trusting your gut.

From OOH to homepage and emails to shelf, Avery got a voice with staying power. Clear, consistent, and sticky where it matters.

Organic social is all about meeting people where they actually are. Here are two activations I led — one that surfaced the messy middle of the creative process, and one that celebrated makers and their milestones.

These headlines weren’t just written to be fun, they were designed to be purposeful. Each one mapped to a stage of the funnel — moving makers from curious to confident to ready to press “print.”

As I often do, I stepped out of the writing sphere and helped shape a visual system tied to the funnel: awareness showed real people in their element; conversion focused on the labeled creations they brought to life.