Some thought went into this.
Selected work
A selection of brand worlds, stories, and experiences.
Carte Blanche
Women were already doing more than one thing. It seemed fair to ask the same of their makeup. I developed Carte Blanche’s brand narrative and foundational language around “Deeper than we look,” making its makeup–skincare hybridity something to covet. Permission to have it all. In beauty, at least.
Medela
Motherhood comes with plenty of instructions. We questioned the need for quite so many. I helped shape “No Formula for Motherhood,” a platform built around the surprisingly provocative idea that there’s no single right way to be a mom. Medela brings the science and support. She finds her way.
Evite
“We should get together” was doing a lot of sitting in the group chat. I helped shape Evite’s positioning and verbal identity around “Together starts here,” shifting the focus to everything an invitation makes possible. Starting with actually seeing each other.
Further explorations / Additional work
For anyone who’s ever been told to ‘just relax.’
Happier Meditation
The Ask
Make meditation relevant to the lives people are actually living.
The Insight
People need support in the middle of the mess, before everything gets quiet.
The Experience
Brand, product, and campaign strategy connecting meditation to real-life moments, from burnout to divorce.
Angela Caglia
The Ask
Make advanced skincare science clear, compelling, and easy to understand.
The Insight
Angela’s experience in the treatment room gave complex science a human way in.
The Experience
Website copy connecting the founder’s expertise, regenerative science, and the role of each product.
We need to talk about your relationship with polish.
Buff Beauty
The Ask
Introduce a nailcare brand that makes going bare feel like a choice.
The Insight
The rest of beauty had embraced skin-first care. Hands and feet were still waiting.
The Experience
Positioning, brand voice, and messaging built around “Take it off. Live in the Buff.”
Sonsie Skin
The Ask
Give an emerging skincare line a clear point of view and a voice of its own.
The Insight
A simpler skincare routine could express something bigger about feeling comfortable in your own skin.
The Experience
Brand voice and guidance for expressing mindful, minimal skincare with warmth and confidence that resulted in growth.
Bobbie
The Ask
Bring Bobbie’s personality and product story into a clearer, more helpful website.
The Insight
Choosing formula comes with enough questions. The website should help parents feel more sure.
The Experience
Website copy with Herman-Scheer, bringing together product education, feeding support, and Bobbie’s human voice.
An intelligent perspective. Goes with everything.
Nirva Labs
The Ask
Give AI-powered jewelry a human story and a clear reason to wear it.
The Insight
Living your life and understanding it are two different things. Perspective helps connect them.
The Experience
Brand narrative and website copy connecting the jewelry, its intelligence, and the perspective it offers.
A little light reading about mortality.
Fini
The Ask
Define a brand exploring grief, mortality, and what it means to live.
The Insight
A conversation about death can hold everything that makes life interesting: culture, connection, even humor.
The Experience
Foundational positioning and a voice system for an intimate, culturally engaged editorial platform.
Image to come
Sunisa Beauty
The Ask
Build a beauty brand with the standards and point of view of Suni Lee.
The Insight
Her discipline and self-expression belonged in the brand as much as her name.
The Experience
Positioning, brand narrative, and verbal guidelines connecting high standards with personal expression.
For the plot. Among other things.
Dipsea
The Ask
Make a romantic storytelling app feel as compelling as the stories inside.
The Insight
Imagination is personal. The brand should give women room to explore what they like.
The Experience
Brand strategy and verbal development with Herman-Scheer.