My Role
Brand identity, positioning & messaging, voice and tone
Links
Abridged brand guide
Amazon Fresh is a grocery store and delivery service.
I worked with a team of fellow Creative Directors to refresh the brand. We built over 100 pages of brand guidelines and trained cross-functional teams on how to implement them.
In our first year, I led our content and editorial team to produce over 3,000 assets spanning a total of 76 projects.
Amazon Fresh
My Role
Brand identity, positioning & messaging, art direction
Links
Brand guide | Website
Factora sells an online course to teach women how to invest called the Wealth Circle.
I built a brand that looks and sounds empowering but relatable, warm but authoritative, and feminine but not cloyingly so.
I led our creative team to design our website, newsletters, social media presence, hype videos, paid social campaigns, podcasts, you name it.
Within 3 years, Factora reached its first million-dollar year and attracted customers from all over the world.
Factora Wealth
My Role
Brand identity, copywriting
Year
2021
Link
Final brand guide.
MapMyRun was acquired by Under Armour in 2013, and because the two brands are very different (inclusive of all fitness levels vs. “protect this house”) there was understandably some confusion about how the brands could work together.
Over the course of 2 months, I led weekly cross-functional team discussions to create a single source of truth for the MapMyRun team that addressed brand architecture, voice and tone, and product messaging.
MapMyRun
My Role
Brand identity, copywriting
Links
Final brand guide | Final website (coming soon!)
Sara asked me to help update her brand to reflect a new chapter in her business. Sara is a business coach that incorporates deep spirituality into everything she does.
So we began by exploring the why behind her coaching. What transformation do her clients experience? Who are they before they work with her — and who are they after?
From there, we worked with a designer to bring her brand values to life through a new logo, color palette, font family, and website.
Designer: Kristen Matteo | Crescendo Design Studio
Sara Gates
