Brand identity is the heart of a company’s personality. It sets the tone for how audiences think of and interact with the brand, from prospective users and employees to investors and media. Brand consistency and authenticity are important across the audience's entire journey and relationship with a company.
I have a passion for sharing stories and communicating effectively, and I prioritize brand in every piece I craft. I’ve worked on brand guidelines for B2B and B2C audiences, produced thought leadership, driven brand-aware integrated marketing campaigns, managed public relations, and supported internal communications.
Brand Identity, Guidelines, and Training
I’ve worked on brand guidelines for companies at multiple stages, from establishing the first set of guidelines to working with design leaders to refresh house guides. I’ve established voice and tone for B2B and B2C audiences and have led company-wide trainings.
SCALEFACTOR // 2016 - 2020
When I first joined ScaleFactor, I established the company's first set of brand and house style guidelines and implemented a lite brand refresh as a team of one.
In 2018, I hired a brand designer and marketing developer, who quickly worked together on a rebrand and a complete website overhaul. I worked directly with the team to provide strategy and guidance, deliver support and coaching, and foster executive support. From 2019 to 2020, our conversion rate more than tripled.
After we refreshed the house style and brand guidelines, I designed and led a company-wide voice and tone training.
CRATEJOY // 2020 - 2021
Cratejoy is a marketplace with over 80 categories of subscription boxes for passions of every kind. You can find a subscription box for just about anything on Cratejoy, giving them a large audience on each side of the marketplace. I worked with leadership to evolve the brand voice and incorporate tonal nuances to speak to B2B and B2C audiences. I delivered a set of mission-driven guidelines outlining the personality and voice of Cratejoy the brand, Cratejoy for sellers, and Cratejoy for shoppers.
Branded Content, Public Relations, and Thought Leadership
I’ve directly managed and collaborated with public relations teams, ghostwritten thought leadership pieces, and led the creation of content that drives awareness and credibility for brands.
The State of SMB Finance Report | ScaleFactor
We surveyed 500 randomly-selected decision-makers from U.S.-based SMBs to create the State of SMB Finance report. The content team designed the report to deliver useful benchmark information to SMB decision-makers, establish brand trust, and leverage across owned and earned media.
