Thoughtful
positioning solves transformational challenges
CBRE
Product Story + Content Strategy
Even as a global authority in commercial real estate with dedicated departments of PhD economists and subject matter experts, CBRE faced fundamental perception challenges around the value of it’s research and solutions offerings. They needed a strategy to make their brand story clearly relevant everywhere.
How to own the big ideas transforming your industry.
As a freelance strategy director and writer, I work closely with companies and brands to analyze their options + hit a moving target
LAUNCHING SOON
Brand Positioning + Brand Story
SketchUp
Sketchup came to us with a specific yet open-ended business imperative—how to evolve and reposition their brand to power a pivot to a subscription-based business model…
A premium identity to power a pivot to SaaS.
Clients include Apple, SketchUp, Betterment, CBRE, Showtime, FOX, MTV, LVLY, AT&T, HPE, Smithsonian, The Rockefeller Foundation, Comedy Central, Facebook, and more
Betterment
Brand Identity + Campaign
Repositioning a fintech pioneer to re-disrupt the landscape.
With stakeholders aligned around and inspired by a new brand purpose—Making People’s Lives Better—the core challenge became how to unpack the meaning of “better” to create a specific, differentiated brand positioning and express it in a way that would mean something real to the brand’s audiences…
Here’s a few other projects that haven’t launched yet, but if you reach out I can tell you about how these solutions scale
Apple
Positioning development for global service offering
Name Withheld Until Launch
Creating a new, local-to-national news brand and launch strategy
Name Withheld Until Launch
Helping an international bank reintroduce itself to a domestic audience
LVLY
Advising a national agency on post M+A business line integration