Pivot Performance Turf
TenCate changed the game with a whole new approach to turf: athlete-first design.
Pivot Performance Turf
Product Launch
TenCate changed the game with a whole new approach to turf: athlete-first design, no added PFAS, and unmatched durability. An industry shift like this needed a whole new way to tell the story.
- My role
- Creative director (copy): naming, brand platform, messaging, and all copy
- Team
- Creative director (design), 2 designers, 2 writers, 1 video editor
- Channels
- Naming · identity · web · video · influencers · events · sales materials
Four years of R&D. A turf that plays like no other.
TenCate's turf team built something materially different: a playing surface designed for athletic performance, with no added PFAS, a no-infill system, a longest-in-category warranty, and the closest feel to natural grass out there. The category had always been sold on specs. Pivot needed to be experienced.
Feel it to believe it.
Instead of leading with specs, we invited B2B buyers into the athlete's experience first, intriguing and inspiring them before providing product education. Pivot's story became the moment new potential takes hold.
The name
Pivot: simple, ownable, and performance-forward.
The look
An athlete-first identity built around player-surface interactions.
The launch campaign
Ads and messaging framing peak performance backed by real innovation.
The momentum
Video, influencers, the Field Day event, and rapid-response content tied to industry news.
Launch ads: peak performance backed by genuine product innovation.
A cleats-on-the-ground product video.
A brand TenCate can run with on its own.
Pivot launched with a full sales pipeline behind it and a brand platform TenCate's team now uses to build its own event and marketing assets. By letting B2B buyers feel the surface before explaining it, the story cast them as the athletes, and they wanted to play.
Coverage across trade and national outlets as installations spread to 30 states and Canada.
Rio Tinto Kennecott
When the scale is enormous and the processes complex, progress can get lost in translation.
Rio Tinto Kennecott
Sustainability storytelling system
When the scale is enormous and the processes complex, progress can get lost in translation. My job was to turn decades of operational change into plain-language proof the Salt Lake community could trust.
- My role
- Creative director: storytelling system, messaging, scripts, and all copy
- Team
- 2 designers, 1 writer, 1 video editor, 1 on-site video crew
- Channels
- Paid and organic social · infographics · on-site video · employee communications · events
Real progress hidden in complexity.
Kennecott has spent decades changing how it operates, but the work is massive, technical, and mostly out of public view. For the Salt Lake community next door, that progress was easy to miss and hard to trust.
Plain-language proof.
Instead of one big message, I built a modular storytelling system: short, visual stories tailored to each audience that turn complex remediation work into something people can quickly understand, and share.
Infographics
Simple illustrations that made the progress, and the practices behind it, easy for everyone to understand.
Social stories
Paid and organic posts built from the same plain-language proof points.
On-site video
Films that showed the progress in action and the ingenuity and engineering behind it.
Employee comms
Screens and newsletters that instilled pride in the workforce for their contributions.
Simple illustrations made the progress and the practices approachable.
Illustrated infographics
Social stories: one proof point per post, tailored to each audience.
On-site video showed the progress in action and shared the ingenuity and engineering behind it.
Employee communications instilled pride in the workforce for their contributions.
Progress the community could see, and share.
Modular stories tailored to each audience turned complex remediation work into proof people could quickly understand. Kennecott saw increased positive engagement across its social channels, and a clearer way to show it's a better neighbor.
Green Circle Salons
Beauty waste can actually be beautiful when you make collecting it fun.
Green Circle
Salons
Endless Possibilities campaign
Beauty waste can actually be beautiful when you make collecting it fun. The trick was getting salon pros to see, and enjoy, their role in the process.
- My role
- Creative director: campaign concept, messaging, and all copy
- Team
- 1 art director, 1 designer, 1 writer
- Channels
- Social · email · video · influencers · industry publications
Put the idea in their hands.
Recycling felt like one more chore.
Green Circle Salons gives salons a way to keep beauty waste out of landfills, but collecting it adds steps to an already busy day. To grow participation, stylists had to see the program as something they wanted to be part of, not something they had to do.
Endless possibilities.
Speak to stylists in the language of their craft: transformation. Every bit of salon waste could become something new, and the stylist was the hero who made it happen.
The platform
Endless Possibilities: beauty waste reimagined as the start of something new.
Launch visuals
Marquee creative that starts the conversation in stylists’ language.
Social
Animated and carousel posts that show the leap from waste to possibility, and how it works.
Recognition
Content that celebrates salons’ wins and turns participation into pride.
Start the conversation in their language.
Make the leap from waste to possibility.
Show how it works.
Celebrate their wins.
Stylist and salon recognition turned participation into pride.
25% over the lead-generation goal.
The campaign found its heroes in stylists and spoke to them in the language of their craft: transformation. That turned recycling from a chore into a point of pride, and continues to drive behavior change across the beauty industry.
Infusion Access Foundation
Easing the burden of serious illness starts with community, resources, and a shared purpose.
Infusion Access
Foundation
Rebrand + voice system
Easing the burden of serious illness starts with community, resources, and a shared purpose. The rebrand had to balance empathy with self-empowerment to grow membership and advocacy.
- My role
- Creative director (copy): rebrand strategy, voice system, messaging, and all copy
- Team
- Creative director (design)
- Channels
- Brand identity · voice guide · print · social · website
When you’re fighting uphill for your health, it’s hard to do it alone.
A community that needed a louder, warmer voice.
For patients and caregivers living with serious illness, the day-to-day can be isolating, and access to treatment can feel out of their control. IAF needed a brand that met people with empathy, then gave them the confidence to join in and speak up.
Stronger together.
I built the rebrand around a simple truth: the fight is easier with people who understand the stakes. The voice is equal parts welcoming, empathetic, and strong, so it can comfort a new member and rally an advocate in the same breath.
Rebrand strategy
A positioning that balances empathy with self-empowerment.
Voice system
A voice guide that keeps every message welcoming, empathetic, and strong.
A member newsletter that shares resources and community stories.
Social and web
Content that gives patients and caregivers a reason to show up for each other.
It’s easier to move forward with people who understand the stakes.
With community that reduces isolation. And resources that reduce friction.
With a shared voice strong enough to protect access to essential treatment.
Together, the fight becomes easier to navigate and win.
A community that grew stronger together.
A voice that’s equal parts welcoming, empathetic, and strong gave patients and caregivers a reason to share their stories and show up for each other. IAF saw growth in social followers, engagement, and advocacy across its community.
SunPower Solar
Home solar isn't just an efficiency story. It's a narrative about beauty, progress, and falling in love with potential.
SunPower Solar
Product narrative system
Home solar isn't just an efficiency story. In 2016, people wanted proof it worked, so I showed the technology's potential from every angle: the homeowner's, the installer's, and the dealer's.
- My role
- Senior copywriter (OLIVER, embedded at SunPower): concepts and copy across consumer and dealer channels
- Team
- In-house creative team: Creative Director (design), 2 designers, 2 writers, video and web partners
- Channels
- Interactive home tour · efficiency story · customer videos · installation eBook · dealer look book
People wanted proof, not promises.
In 2016, going solar still felt like a leap of faith for most homeowners. They wanted guarantees that the technology would pay off on their own roof, and SunPower's dealers needed a story that could carry a customer from first curiosity all the way to install.
Show it from every angle.
Instead of leaning on a single efficiency claim, I built one connected narrative that shows the technology's potential through the eyes of the homeowner, the installer, and the dealer, so every question had an answer at the moment it came up.
Interactive home tour
A hands-on way for customers to explore the system.
Efficiency story
A simple explainer showing where and how performance pays off.
Customer videos
Real installation experiences and results, told by homeowners and communities.
eBook and look book
An installation guide that eased process anxiety, and a dealer look book that captured the innovation behind the product.
An interactive tour let customers explore the system hands-on.
Video: a simple efficiency story showed where and how performance pays off, and customer and community videos shared installation experiences and results.
An installation eBook set expectations and eased process anxiety.
A glossy look book captured the innovation and potential behind the product.
Dealer look book
A white-glove path from first click to install.
One connected story strengthened the dealer-installer network and transformed customers from solar curious to solar owners.
3M - Enterprise
Refreshing a global enterprise brand after 30 years takes a village.
3M
Enterprise brand voice rollout
In 2015, 3M launched its first rebrand in 30 years, across 87 countries and roughly 60,000 products. Embedded with the brand team, I turned the new strategy into messaging divisions could actually use.
- My role
- Copy and content writer (embedded at 3M): brand messaging and content across divisions
- Team
- 3M brand & PR team, division marketing leads, agency partners
- Channels
- Brand messaging · product launches · trade publications · thought leadership · internal comms
A new brand strategy, 87 countries, and roughly 60,000 products.
The strategy was set at the top. The hard part was making it usable: turning big brand ideas into language that division marketers, product teams, and PR could pick up and apply to their own work, without losing the thread that tied it all together.
Science. Applied to Life.
The new platform put people at the center of the science. My job was to carry that idea into every division's language: grounding complex innovation in real outcomes, and celebrating the work employees bring into the world.
Brand messaging
Language that reframed 3M's mission around bettering people's lives.
Employee stories
Pieces that honored employee contributions and rallied them to a new mission.
Product brochures
Launch materials that made complex innovation easier to understand.
Thought leadership
Content that made 3M's expertise easier to share, internally and externally.
3M reframed its mission around bettering people’s lives.
It took a macro view of the micro components behind everyday technology.
It rooted unseen innovation in daily outcomes.
It made thought leadership accessible and engaging.
And it brought the value of the small, often invisible components that power modern life into clearer view.
The leader in performance and safety, redesigned for a new era.
The rebrand gave a fresh perspective to 3M's work and legacy market identity. It unified a vast global operation with one voice for science in service of real lives: division by division, product by product.