Strategy • Story • Creative Thinking
A selection of work spanning business strategy, marketing campaigns, and brand storytelling.
Shaping the story of a city’s economy.
World Business Chicago brought me in as an external consultant and brand storyteller, to help sharpen how the organization conveys its mission, vision, and promise.
Collaborating across multidisciplinary teams, I helped concept and direct Milestones, a first-of-its-kind annual report for World Business Chicago. I developed the story themes, narrative architecture, brand-aligned messaging, and a repeatable framework for future editions.
That work led to a strategic presentation I developed and pitched directly to CEO Phil Clement.
The pitch earned Phil's approval to move into the next phase of work, proof of both the strength of the storytelling framework, and what an outside strategic partner can bring to an organization telling a complex, citywide story.
STRATEGY: Narrative architecture · Brand-aligned messaging · Creative direction · Executive presentation
Winning the room on the biggest stages.
Fortune 500 organizations came to Accenture with complex transformation challenges, and needed executive narratives that could turn that complexity into a clear, compelling case for change.
I led strategic pursuit teams across growth strategy and customer experience, partnering with strategists, designers, and technologists to shape solutions for Marriott, Walgreens, Pepsi, Whole Foods, Eli Lilly, and more.
The highest-stakes of these was Pizza Hut: I led the end-to-end proposal strategy and executive presentation for the pursuit. That work helped secure a $100M client win, one of the largest of my Accenture tenure.
STRATEGY: Growth strategy · Customer experience strategy · Executive narrative · Pitch leadership
Building a brand for risk in a changing world.
Aon's global risk management business needed sharper language for a fast-changing landscape — particularly around crisis management and emerging risk.
I partnered with senior leaders to develop the strategic positioning and messaging framework for the business, and wrote thought leadership on a range of risk topics for Aon's global ONE Magazine.
That work grew into something bigger: helping concept, launch, and build the executive communications, marketing, and sales materials for a new crisis risk management offering — working directly with senior executives across Chicago, New York, and global markets.
The result gave Aon a clear, ownable point of view on crisis management, and a new venture built and launched with senior buy-in across the business.
STRATEGY: Positioning · Messaging framework · Thought leadership · Go-to-market strategy · Executive sales materials · Venture launch
Building a brand story around what really matters.
LEGO wanted to start a new conversation with parents about creative co-play and how it impacts a child's development.
Once the creative team and I developed the "Let's Build Happy" concept, I wrote the 60-second commercial, co-directed the shoot, and pitched the campaign to LEGO.
That win opened the door to the broader LEGO relationship, including System of Play, Friends for Life, and future integrated campaigns.
The work shifted the focus from what LEGO makes to what LEGO makes possible: creativity, connection, and relationships that last a lifetime.
STRATEGY: Brand narrative · Audience insight · Campaign strategy
CREATIVE: Creative concept · Copywriting · Video · Integrated campaigns
Let’s Build Happy
From legacy brand to a clearer direction.
Edmunds had deep brand equity but lacked an ownable point of view for the rapidly changing car-buying landscape.
The company needed a way to connect with younger and more diverse audiences without losing its hard-won brand equity.
I led the strategic work and client relationship, bringing together research, stakeholder workshops, competitive analysis, and creative thinking to chart a new direction.
Our collaborative strategy shaped a multi-year campaign and a broader vision for the Edmunds digital ecosystem. We gave this legacy company a clearer path forward.
STRATEGY: Brand strategy · Positioning · Audience insights · Experience strategy
CREATIVE: Brand language · Visual identity · Integrated campaign · Digital experience
Revealing the heart of the brand.
Hudson Pacific Properties was ready to tell a story about who they were, what they stood for, and the future they wanted to build.
Through in-depth stakeholder interviews, we found the connective tissue across the company's work and culture.
Those insights became "We Build," an anthemic expression of HPP's purpose and the people behind it. I wrote the video script and co-directed the sweeping shoot to bring the story to life.
The brand video we created brought HPP's people and culture to the forefront, giving employees, customers, and investors a deeper sense of what the company is all about.
STRATEGY: Brand narrative · Stakeholder insight · Positioning
CREATIVE: Video script · Creative direction · Brand anthem film