RioTinto
When you inherit a legacy reputation, progress has to be readable—and provable.
RioTinto
Sustainability storytelling system
When you inherit a legacy reputation, progress has to be readable—and provable.
We made technical progress legible through accessible design: simplified explanations, specific proof points, and a modular set of assets that could carry the story across formats.
Illustrated infographics made complex programs easy to understand at a glance.
Video showed the work behind resource efficiency.
Social content highlighted ongoing commitment to community.
Altogether it enabled Kennecott to communicate its work to be a better neighbor.
A modular story system made a big, technical narrative easier to trust. Kennecott’s story was too large for a single “brand film” or a one-page explainer. The work required editorial planning and modularity: mapping the larger narrative, breaking it into clear topics, pairing each topic with a specific proof point, and matching the format to the message. The result was a repeatable system—infographics for clarity, video for lived reality, social for continuity—that helped Kennecott communicate progress as readable evidence, not broad claims.
Green Circle Salons
We turned beauty waste into a visual idea stylists could feel proud to join.
Green Circle
Salons
Endless Possibilities campaign
We turned beauty waste into a visual idea stylists could feel proud to join.
Green Circle recovers beauty waste and diverts it into recycling streams. The service worked—but the message wasn't landing with salon owners and stylists, because sustainability can feel abstract and distant. The breakthrough was treating waste as creative potential: a proof-driven story, expressed with visual precision, built to honor the craft and intelligence of the audience.
The assets lead with visual proof, then convert that attention into identity and action—so the “why” and the “how” land together.
Start with visual proof.
Make the leap from waste to possibility.
Put the idea in their hands.
Show how it works.
Celebrate their wins.
We built a campaign system that carried one story across paid and organic social, influencer collaboration, and industry placements. Social content established the why (impact and identity), while the landing page delivered the how (service explanation) alongside lead capture. The result: we surpassed our lead-gen KPI and built a pipeline of beauty professionals by turning sustainability into an identity-forward narrative people wanted to join.
Infusion Access Foundation
A grown-up identity for a mission that asks for both tenderness and force.
Infusion Access
Foundation
Rebrand + voice system
A grown-up identity for a mission that asks for both tenderness and force.
IAF supports people who rely on infusion therapy—patients and caregivers living with ongoing logistical and emotional strain. They brought us in to reimagine how the organization presents itself so it could do its work better: build community, reduce friction, and speak with enough credibility to influence partners, stakeholders, and policymakers. The rebrand needed warmth without softness—and authority without coldness.
You’ll see a visual and verbal system built to steady an overwhelmed audience, then scale into advocacy—one story that can travel from patient to policymaker without losing integrity.
When you’re fighting uphill for your health, it’s hard to do it alone.
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 more navigable—and more winnable.
We built the rebrand on two requirements: empathy for people living the experience, and credibility with the people positioned to change outcomes. The voice and visual system were designed to steady an overwhelmed audience—clear language, restrained tone, and a sense of companionship without sentimentality. The result was a sharper articulation of IAF’s purpose, stronger community-building messaging, and a narrative foundation that can scale from patient support to stakeholder and policymaker influence.
3M - Enterprise
How do you give a global giant one voice—without flattening the humanity inside the work?
3M
Enterprise brand voice rollout
How do you give a global giant one voice—without flattening the humanity inside the work?
In 2015, 3M launched its first rebrand in 30 years. With operations in 87 countries, 93,000 employees, and roughly 60,000 products, the rollout wasn’t just creative—it was coordination. I worked with teams to translate the new brand strategy into usable messaging and modular assets that could hold together internally and externally, while keeping the story anchored to what matters most: science in service of real lives.
The collateral below shows how the narrative was made repeatable—mission clarity, human outcomes, and shareable proof across formats.
3M’s new brand reframed its mission around bettering people’s lives.
It celebrated the work employees bring into the world—seen and unseen.
It made complex innovation easier to understand by grounding it in real outcomes.
It made 3M’s thought leadership easier to share, internally and externally.
And it brought the value of the small, often invisible components that power modern life into clearer view.
The rebrand needed more than a headline—it needed a repeatable narrative system. We built a message hierarchy and voice guidance that could travel across internal and external communications, then translated it into modular content teams could reuse: clear themes, proof points, and a consistent tone that made technical work feel human without losing accuracy. The result was a scalable framework that kept the brand coherent across divisions while making it easier for marketing, PR, advertising, and employee communications to tell the same story with clarity.