Stuff I’ve Built That Works.
(Mostly for Good)
Making a Legacy Brand Relevant to Modern Travelers
The Challenge
After years of success with nostalgia-driven campaigns, a state tourism board needed to evolve. The goal: attract modern travelers seeking unique, perspective-changing experiences. The challenge was to show that the destination offered more than beauty and tradition — it also offered renewal, diversity, and vibrant culture.
The Strategy
We repositioned the destination as a place of self-expression and discovery. The creative strategy centered on travel as a way to “let out what’s real inside,” balancing natural wonders with cultural depth. The campaign invited people to see the state not just as a backdrop, but as a place to reveal their truest selves.
The Outcome
A refreshed identity and messaging platform that resonated with a broader, younger audience. The campaign helped shift perception from nostalgia to renewal, ensuring the destination remained relevant in a changing travel landscape.
Turning a Skyline View into a Personal Journey
The Challenge
Launching the highest outdoor sky deck in the Western Hemisphere meant competing with New York’s established observation decks. The attraction needed to stand apart, becoming more than just another view of the skyline.
The Strategy
We positioned the attraction as a personal rite of passage. Messaging encouraged visitors to “level up” their experience — confront fear, embrace thrill, and find joy in the extraordinary. It shifted the focus from a passive view to an active, emotional journey.
The Outcome
The attraction became known as a place for transformation, not just sightseeing. Locals and tourists alike embraced it as a destination to mark moments, face challenges, and create lasting memories.
Rebranding a Community Nonprofit for Its Next Chapter
The Challenge
Approaching its 40th anniversary, a community-based nonprofit faced a pivotal moment. The move to a larger facility presented both opportunity and pressure: how to modernize its identity, engage new members, and strengthen its community impact.
The Strategy
We refreshed the brand identity — logo, palette, typography, messaging — and built a comprehensive communications plan across digital and print. To deepen engagement, we developed storytelling assets, photography, and anniversary programming that celebrated both tradition and growth.
The Outcome
A revitalized brand system and marketing plan that attracted new members, strengthened community ties, and positioned the nonprofit as a thriving hub for craft and connection.
Putting the Human Back Into Strategy
The Challenge
In an impact sector crowded with jargon and surface-level solutions, the organization wanted strategies that actually hold up in practice — approaches that stay resilient through disruption while remaining rooted in the real experiences of the people they serve.
The Strategy
We developed Humanized Strategy, a framework that restores the human connection in decision-making. It centers people’s voices, needs, and ownership, asking: does this strategy work for people, not just on paper? Through co-creation, we built plans that mend relationships, withstand chaos, and remain relevant over time.
The Outcome
Humanized Strategy became the foundation of the organization’s work. It guided coalitions, reimagined campaigns, and helped build strategies that do not just sit in binders — they live in communities and drive real change.