Selected stories
The work.
A credit union, a community bank, a school-facilities report, a proposal practice, a government-finance firm, a TEDx stage, and a lifecycle assessment for a fast-growing company. Each started by seeing a familiar challenge from a new angle.
- Brand voice
- Experiential branding
- Systems for professional services
- Narrative development
- Campaign strategy
- Marketing systems
- Data-based positioning
- Lifecycle assessment
01Brand voice
Not just for firefighters.
Firefighters Community Credit Union
The name said firefighters, so everyone assumed the credit union was only for them. A brand voice discovery uncovered the playfulness to prove otherwise, and that voice went on to shape everything from campaigns to branches to hiring.
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02Experiential branding · 2019–2026
A different kind of proposal.
Ruhnau Clarke Architects
I traded corporate identity branding for experiential branding, and taught my team to execute it. Every proposal reflected the client's own vision back to them. Volume more than doubled, the success rate held, and no staff were added.
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03Systems for professional services
Less labor, more wins.
NBS Government Finance Group
Retained to define the brand voice, make proposal development more efficient, and build a digital lead funnel.
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04Narrative development
Seeing it from their side.
Ruhnau Clarke Architects
Just Imagine is a series of campus futures reports. Each one starts with a school district's toughest facilities challenge, told in the district's own words.
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05Campaign strategy · 2010
A much bigger idea.
Croghan Colonial Bank
During the financial crisis, competitors advertised that they were still lending. This bank spent its ad budget on its customers instead.
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06Marketing systems · 2017–2019
Built for the buyer.
National Merchants Association
Four business lines, one buyer journey. I built the personas, the content plan and the SharpSpring automation that carried leads from first click to sales, so the team spent its time on people ready to talk.
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07Data-based positioning
Predicting the future without a crystal ball.
TEDxTemecula
On using U.S. birth rates to predict consumer trends, and why the size of a generation tells you where to compete.
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08Lifecycle assessment
Knowing where they stand.
A fast-growing company (anonymized)
A sample marketing assessment that starts with where the company sits in its lifecycle, so the opportunities, the challenges, and the priorities are clear from the jump.
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