Other Projects | Verbal Branding, Audio, Web & More
Barnato | Brand & Editorial
Automotive media may be a mile wide, but it’s usually only an inch deep. So, frustrated by how shallow it could be, my partners and I built a premium editorial platform from the ground up. Barnato reimagined car culture as something elevated, literate, and expansive—where the automobile wasn’t the endpoint, but rather a vehicle (literal and figurative) to a broader world of style, art, music, and travel. With curated commerce seamlessly integrated into the platform, the result was part Neiman Marcus catalog, part Vanity Fair, and you can read all about it right here.
Boxed Water | Audio
How do you connect packaged water to rampaging dinosaurs—using nothing but audio? That was our challenge with Boxed Water’s partnership with Jurassic World. And really, there was only one way to solve it: absurdity. We created fun, playful spots that avoided heavy-handed references while making at least one lighter reference to a seminal Sunset Strip hair metal album. The result had shoppers flocking to supermarkets in search of limited-edition Jurassic World cartons of Boxed Water—before they went extinct.
Jaguar | Premium Direct Mail
Luxury buyers often default to German marques and their attractive finance offers, so our challenge was to reposition Jaguar’s winter sales event as something more compelling than a typical year-end push. We reframed it as an invitation to an elevated experience, brought to life with a three-part direct campaign: a diamond-fold mailer with a shimmering silver finish evocative of fresh snow, a targeted follow-up email, and a final, tactile offer piece—silver foil blocking on thick, substantial black stock—designed to feel as distinctive as a Jaguar itself.
J.P. Morgan | Branding & Web
In the Bay Area, high-net-worth clients tend to favor local institutions because of their presumed expertise in the region’s culture and economy. That posed a challenge for J.P. Morgan’s private wealth management business: how does the New York bank win trust in a market that prizes regional identity? We built a Bay Area-specific website that shed East Coast financial jargon in favor of language more attuned to West Coast sensibilities, and highlighted JPM’s longstanding (but not necessarily well-known) San Francisco ties. The result felt native to the Bay Area: credible, culturally aware, and confident without leaning on New York clichés.
Optum | Verbal Rebrand
Optum was pivoting from a B2B company to a B2C insurance provider. But for years, the brand had only spoken in the language of insurance adjusters, not normal consumers. We helped them embrace a voice and tone that was clear, human, and unified across all channels. On social alone, this new voice contributed to an 80% increase in engagement. As the Romans used to say, mens sana in corpore sano.