Display of fresh vegetables including lettuce, red and green bell peppers, yellow squash, cucumbers, eggplants, garlic, broccoli, and cauliflower in a grocery store produce section.

My Role
Brand identity, positioning & messaging, voice and tone

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

A young girl holding halves of an orange in front of her eyes, making a playful face.

A guide titled 'Messaging Principles' with four columns detailing communication strategies: 'Clarity before cleverness', 'Keep it snappy', 'Celebrate value', and 'Make it personal', including examples and tips for effective messaging.

People playing cards at a table with orange drinks, orange slices, and cash, suggesting a casual game or gathering.

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

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A person is running on a deserted desert road while a cameraman filming with a professional camera is in the foreground.

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

Pink flowers growing in front of a lake with mountains in the background under a partly cloudy sky.

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

Amazon Fresh

Factora Wealth

MapMyRun

Sara Gates