Avery’s been making labels for 50 years. This year, we helped them relabel themselves with a platform rooted in the human truth that we’re built to stick. To ideas. To people. To the tangible parts of creativity that make something real. In a digital world, Avery stands for what you can actually hold.
The voice and tone system I built to express that was later recognized by the company’s president as a standout piece of the rebrand.
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.
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.
Gave Avery a voice with staying power—clear, scalable, and sticky in all the right ways.
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.
Post Copy:
The most fun (and most keeps-you-up-at-night) part. What got you to your brand name? Was it a lightbulb moment… or a spreadsheet with 47 maybes?
Post Copy:
You freakin' did it! Now, let’s hear it — what’s been the most exciting part of launching your brand?
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.”
