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: naming, brand platform, messaging, and all copy
- Team
- 1 design lead, 2 designers, 2 writers, 1 video editor
- Channels
- Naming · identity · web · video · influencers · events · sales materials
The name: simple, ownable, and performance-forward.
The look: athlete-first, player-surface interactions.
The story: peak performance backed by genuine product innovation.
The momentum: video, influencers, events, and rapid-response content tied to industry news.
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.
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. 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
Simple illustrated infographics made 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.
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
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.
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.
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.