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.
After four years of R&D and 50+ iterations, TenCate's turf team built something materially different: a playing surface designed for athletic performance. It came with other firsts as well: no added PFAS, a no-infill system, a longest-in-category warranty, and the closest feel to natural grass out there. An industry shift like this needed a new way to tell a turf story.
We started with the right name: simple, ownable, and performance-forward.
We built a visual identity around player-surface interactions.
We framed the story with results, peak performance backed by genuine product innovation.
We kept momentum up as adoption grew: video, influencers, events, and rapid-response content tied to industry news.
RioTinto Kennecott
When the scale is enormous and the processes complex, progress can get lost in translation.
RioTinto
Sustainability storytelling system
When the scale is enormous and the processes complex, progress can get lost in translation.
Simple illustrated infographics make the progress, and the practices behind it, easy for everyone to understand.
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.
Altogether it enabled Kennecott to communicate its work to be a better neighbor.
Kennecott's narrative is a center-out story that communicates progress. True and compelling remediation stories were core to modern mine practices but lost without stakeholder translation. I crafted modular stories tailored to each audience and shipped them via relevant media channels: paid and organic social, video, internal communications, and event outreach. Together, the bigger narrative links centralized operations to community progress.
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.
When you think of beauty salons, your mind doesn't go to recovering waste streams and recycling. But there's potential there to make the most of resources, and people from all walks of life care deeply about reducing waste. The trick is getting them to see and enjoy their role in the process.
Start the conversation in their language.
Make the leap from waste to possibility.
Put the idea in their hands.
Show how it works.
Celebrate their wins.
Green Circle Salons' narrative is the potential of collective action. Those stories hinge on behavior change, which is one of the tallest orders in communications. It means immersing yourself in your audience's mindset to discover who they really are. I found that in their craft: making people feel beautiful. Getting them to see that same transformative potential in beauty waste was the core of the campaign story. And to build the momentum to drive behavior change, I just needed to find heroes to carry the message: stylists.
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.
IAF supports people who rely on infusion therapy, both patients and caregivers. The organization lobbies for access to care but needs community participation to continue the work—sharing stories and supporting each other. The rebrand needed to balance empathy with self-empowerment to unite and inspire membership and advocacy, offering community that provides togetherness and resources that break through barriers.
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 easier to navigate and win.
IAF's narrative is finding hope, support, and strength in community. It's built on real understanding of disease states and the impact treatment has on wellness. It has the power to pull people out of isolation and honor whatever they have to give. The stories it shares are deeply personal and compelling. The rebrand brought new framing and color, punctuated by a voice that's equal parts welcoming, empathetic, and strong.
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. It's a narrative about beauty, progress, and falling in love with potential.
In 2016, bringing solar home was still a bit fringe. Did it really work? How long would it last? What was the real ROI? People didn't want to be stuck proving that out themselves. They wanted (rightly so) guarantees, and I delivered those by showing the potential of the technology from many perspectives.
An interactive tour let customers explore the system hands-on.
A simple efficiency story showed where and how performance pays off.
Customer and community videos shared installation experiences and results.
An installation eBook set expectations and eased process anxiety.
A glossy dealership look book captured the innovation and potential behind the product.
3M - Enterprise
Refreshing a global enterprise brand after 30 years takes a village.
3M
Enterprise brand voice rollout
Refreshing a global enterprise brand after 30 years takes a village.
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 was massive. I worked to translate the new brand strategy into usable messaging, keeping the story anchored to 3M's evolved vision: science in service of real lives.
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.
3M's narrative is change anchored in shared purpose. It was about digging in and finding the unifying quality that made 3M products distinctly 3M. But it wasn't simply about rigor and excellence in engineering and manufacturing anymore. The brand emerged with meaning that was already there but newly, succinctly, and powerfully articulated—with the power to bring its vast global operation together in service of bettering human lives, division by division, product by product, employee by employee.