Select Work

My work is upstream and often too sensitive to share. Here are select project case studies in the public domain. Click on the images below to learn more about the projects I lead and problems I help solve.

Note: all work shown here was led while at previous consultancies, all of whom are credited. Specific strategy deliverables cannot be shown for confidentiality purposes.

Additional Briefs

On top of the more in-depth case studies above, here are some examples of briefs I've received from clients and challenges I've helped to solve.

“Maximize Red Bull’s cutting-edge cultural relevance by identifying the tropes of “cool” and developing innovation territories and concepts against those tropes.”

Strategic brand opportunities;

Innovation strategy:
New futures, concepts & prototypes

“As the leading cannabis wellness brand, develop an innovation strategy + initial concepts for expanding into health and beauty CBD topicals.”

Innovation strategy:
Category expansion,
concepts & prototypes

“Enable us to better connect with parents by evolving the overarching BK kids experience—in our restaurants, through merch, online, and with partnerships.”

Brand experience design:
Journey mapping, experience framework, concepts & prototypes

“Future-proof Walmart's Fortune 1 market position by modernizing our overarching brand and amplifying what makes us unique and relevant.”

Brand & design strategy
Brand architecture

Brand identity

“Help ensure Hampton is fit for global expansion by evolving our identity and creating the key signature experiences that can drive brand love and preference.”

Brand & design strategy
Brand signature experiences
Brand identity

“Create a new global brand strategy for Jägermeister that capitalizes on the brand’s recent success while future-proofing the brand for years to come.”

Brand research: IDIs & focus groups
Semiotics
Global brand strategy

“Help us regain news leadership by understanding consumer brand perceptions and needs, and identifying key ways to evolve to maximize relevance.”

Brand & design research: IDIs + experts
Strategic brand opportunities
New futures recommendations

“Help us develop the next fragrance concept for Calvin Klein that rivals the disruption of CKOne when it first launched.”

Brand & design research: influencers

Innovation strategy: category expansion, NPD; concept creation

“Develop a naming strategy and approach for my new high-end contemporary line that brings new audiences and fresh perspectives into the Jason Wu empire.”

Strategic brand opportunities
Brand Naming: Naming architecture; sub-brand naming

Industry Experience

Finally, here is a sprinkling of organizations and brands I’ve worked with over the years. My experience spans multiple industries and is focused on consumer brands—in food & drink, retail, health & wellness, hospitality, fashion, and more.