CLEARDAY IS

A new generation of longevity care dedicated to addressing the gap between the needs of older Americans and the availability of affordable, high-quality care options. From virtual at-home services, to daytime clubs, to innovative technology, to living centers—Clearday meets you where you are.

MY ROLE

As part of Thinktiv’s Venture Portfolio, I was responsible to managing the brand & go-to-market strategy for Clearday and its sub-brands. This case study outlines the responsibilities associated with the primary areas of focus: Brand Architecture & Guidelines, Brand Strategy & Development, Go-to-Market Strategy & Design, and Investor Materials.

CREATIVELY IS

A venture-backed startup aiming to be the "LinkedIn for creatives," dedicated to connecting top-tier talent with buzzy brands that hire them. The brand was looking to optimize its organic marketing strategy after cutting back on paid advertising.

MY ROLE

I worked with the team to provide content management, email marketing, and co-authored creative strategies and marketing plans focused on organic growth and championing creative work. y auditing previous efforts, establishing consistent content calendars for Instagram and LinkedIn, and crafting targeted email campaigns, we achieved a 34% YoY increase in Instagram engagement, a 10.8% average engagement rate on LinkedIn, and a 52% average email open rate. These efforts helped build a stronger, more engaged community, reducing reliance on paid ads while driving sustained growth.

OLD GAMBLER IS

Top-shelf beef jerky, made from a time-tested recipe, using certified Texas Angus beef, simply seasoned with no fussy flavors, gluten, or preservatives. Everything you need, nothing you don’t, so you can go all in.

MY ROLE

OG wanted to distinguish itself as a high-quality alternative to major gas station brands (most of which are loaded with sugar, preservatives and boast bizarre flavors) and position themselves as and ideal snack for consumers who didn’t want to compromise high standards for on-the-go convenience.

I took on a partnership in the brand have worked directly with the founder since 2019 as the Creative Director. Together we’ve grown the brand from a small farmer’s market business to being stocked in over 80+ retail locations across Central Texas and sell over 5,000lb of jerky annually.

Photographer: Drew Hargrove
Awards: Bronze Addy, 2020 (Austin AdFed)

 PRECIATE IS

A Social Presence® platform that promotes authentic connections that accelerate business—and help teams break out of ‘Zoom fatigue.’

MY ROLE

Preciate, recently renamed Scoot, needed to evolve their brand system & positioning to appeal to more of an enterprise audience while seeking Series A funding. I worked with a product strategist to conduct competitive research and architect a creative strategy based on their goals and market opportunity. From there, we developed a new identity and brand system that would support future marketing, growth, and brand awareness strategies. The result was a bold brand system that echoed Preciate’s disruptive, energetic nature.

QUINN IS

An intuitive platform created for bookclubs and its members designed to facilitate granular book discussions and incentivized progress tracking for all reading styles.

MY ROLE: Co-Founder

Quinn was born out of multiple failed attempts at maintaining a book club among friends. Knowing there was a better way, we identified our common pain points, brainstormed their solutions, and built a branded platform. Quinn is currently in development and seeking investor funding. Additional inquiries can be directed to: readwithquinn@gmail.com

“She’s dreaming about tomorrow. Will you be ready?”

Tasked to increase enrollments and brand awareness for Northstar's Texas College Savings Plan and the Texas Tuition Promise Fund, the "Big Plans for Little Texans" campaign was born. With a growing number of 529 plans, (and not all investment vehicles being available in 529 form) there was a challenge to increase incremental sales and expand brand awareness to potential new investors. In addition, our client’s 11-step online enrollment funnel led to frequent drop-offs before application completion.

We began by tracking each step of the online enrollment funnel. We used this data to build an online persona based on users who flow through the entire funnel to conversion. This persona model allowed us to create a highly targeted, direct response, digital prospecting campaign that converts similar prospects with high probability scores.

Role: Jr. Art Director
Agency: Door Number 3
Deliverables: Omni-channel campaign (Digital, Print & OOH)

CENTENNIAL IS

“Ambition, cultivated.”

After an 80-year tenure in the Texas Hill Country and South Plains, Centennial Bank decided to expand into Austin and needed to reinvigorate its brand to reflect its ambitious leadership, expansion, and improved products and services.

MY ROLE

My work supported more than just a new logo. I worked with a small creative team to position the “Ambition, cultivated.” brand story. This included a new identity system, a roadshow rollout led by the bank’s executive team, employee brand books and an omnichannel ad campaign to re-introduce the Centennial brand to both existing customers and prospective customers throughout Texas. The rollout created a renewed enthusiasm within the organization and solidified its position among its long-standing customer base as a champion of their ambitions.

Awards: Silver ADDY (2018 - Corporate Rebrand, Lubbock AdFed)

SCOUT CLINICAL IS

A sister brand of Meeting Protocol Worldwide (MPW) designed to provide white-glove services for patients participating in clinical trials.

MY ROLE

We developed the “Scout’s Honor” campaign to help announce the development of the new sister brand and position them in a playful, but prepared-for-anything tone. The campaign was leveraged across B2B ad campaigns, tradeshows, direct mail outreach, and social media marketing.

Illustration: Brave the Woods

The MAC, a contemporary arts center in Dallas was turning 20 years old. To commemorate the occasion, I was hired to create anniversary branding (MAC@20) along with a direct mail series and trolley advertisements to promote that year's exhibitions.

Role: Art Direction & Design
Deliverables: Branding, Print Media (Direct Mail) and Advertising

TGT DIAGNOSTICS IS

a through-barrier diagnostics company that help oil & gas producers keep wells safe, clean, and productive—supporting NetZero goals while also reducing operating costs and environmental impact.

MY ROLE

As part of a freelance creative direction contract with W1 Communications, I worked with TGT to develop their 2022-2024 brand campaign. The objective was to create a campaign framework that would position TGT’s as a leader in diagnostics while driving product sales. The result was “We’re Out of Time. Not Options” to both help build brand equity while activating sales through urgency and education. See the campaign in action here.

Tired of overmedication, over-prescription, and a confusing maze of drugs with a long list of side effects – Darrin Peterson knew it was time to give people a natural alternative. So he created LifeSeasons, a natural supplement company with a mission to empower people to take back their health. Whole Foods, Vitamin Shoppe, Sprouts and HEB Central Market all carry their products, but those vitamin aisles are getting crowded. LifeSeasons needed to define their story and begin building a sales engine on their direct-to-consumer e-commerce site.

“Nature works. Science proves it.” became the rallying cry that would begin to educate audiences that had begrudgingly become accustomed to reaching for prescription meds first to treat their everyday health concerns. This campaign utilized an omni-channel approach, driving trial through compelling offers, and leading back to educational landing pages. Vehicles included paid social, a microinfluencer program, outdoor, DJ endorsements, pre-roll, email, native and experiential centered around sampling events featuring a LifeSeasons Restoration Bar. The campaign has already resulted in a 600% increase in traffic to the site in a single month.

Role: Art Director/Designer
Agency: Door Number 3
Deliverables: Video, OOH, Experiential, Photography, Website Design, Digital Banners, Paid Media, Radio & Email Marketing,

Photographer: Melanie Grizzel
Prop Stylist: Amanda Medsger
Post-Production House: TBD Post
Video Director: Mark Miks (The Original Chicken Boy, Inc)

HORIZON BANK IS

Born, raised, and invested in Texas. Since 1095 Horizon has been proud to work with local Central Texas businesses and offers a breadth of commercial banking, mortgage, and financial services.

MY ROLE

Horizon was looking to elevate their local brand image and content that reflect their hyper-local nature. The goal? Never use stock photography. Ever. So we partnered with their marketing team to create a content pipeline that consisted of quarterly photoshoots across Central Texas. I wrote the creative strategy, photography treatment, and developed each quarterly shot list with the photographer (Melanie Grizzel) as well as the final editing. We used the imagery to update Horizon’s website and create various marketing collateral.

We worked with the folks at Treaty Oak to produce a sizzle reel for their annual Rod Run event. We spent the day filming classic cars, live music and eating lots of BBQ. Just another day at the office, with more drones.

Role: Art Director
Deliverables: Video Production
Agency: Third Rail Creative

Third Rail and Charles Schwab have had a strong partnership for over 20 years. During my time at Third Rail Creative, I produced several B2B marketing videos for various branches and teams within the Schwab network.

Agency: Third Rail Creative
Client: Charles Schwab
Role: Art Director/Video Producer
Engagement: 2017-2021

HUMBLE BEBE IS

A line of purposeful, design-forward baby products that little ones and parents alike can love. The founder, humbled by motherhood, believes everything from cloth diapers to stroller attachments should be functional, beautiful—and affordable.

MY ROLE

I worked directly with the founder to spin up the brand from square one, going from naming and the initial product sketches to a fully-functioning small business that sold DTC and via an Amazon storefront.

Shed Pilates + Fitness is a boutique studio in Austin, Texas that specializes in Reformer Pilates and weight training. Working as the creative director for the project, I lead a team that tackled everything from brand strategy, to identity design and the experiential elements of the space.

Role: Creative Director
Deliverables: Identity design & development, interior design consultation, apparel & merch design, and social media content
Agency: Third Rail Creative

Moontower Comedy Festival, hosted by The Paramount Theatre, brings comics from all over the globe to Austin, Texas every year. From headliner shows boasting some of the biggest names in comedy, to variety shows at local clubs, to live podcast recordings, this beloved festival invades venues all over downtown. 

We worked with the Moontower team to brand and promote their 2019 event, develop print and digital media, and develop an app to help attendees navigate and customize their festival experience.

Role: Art Director
Agency: Third Rail Creative
Deliverables: Event Branding, Creative Strategy, App Design/Development, Event Signage, Festival Badges, Apparel & Merch

Drunken Sailor wanted to promote their Irish Whiskey and Spiced Rum to distributors and bar patrons alike. The resulting campaign evoked a sun-soaked, salty voice inspired by sailor shantys and tall tales of the high seas. 

Agency: Door Number 3
Role: Designer
Deliverables: Social Media content, Print Media, Apparel Design and Promotional Media (coaster series, posters, etc.)