DEPT® AGENCY
DEPT® Agency is one of the world's leading digital creative agencies. This engagement brought together four distinct brand challenges, each requiring upstream strategic thinking before any execution began.
For the Alice L. Walton School of Medicine, a new institution building its identity from the ground up, I developed a brand voice architecture that defined how the school would speak before any public-facing communication existed. Building a voice for a new institution is among the most upstream brand strategy work available. There is no existing voice to audit. There is only what the institution believes and what it needs the world to understand.
For Crystal Bridges Museum, one of America's most significant art institutions, I developed a brand voice persona for its digital platform. A museum app is not just a navigation tool. It is a cultural narrative delivered in the visitor's hand.
For eBay's OPEN25 annual seller conference, I contributed brand narrative and copy strategy to one of the most significant moments in eBay's annual communications calendar. A conference is a brand's most concentrated public statement about what it believes and where it is going.
I also contributed to the August edition of eBay's monthly seller newsletter, translating platform updates into brand-voice-consistent communications for the seller community.
For Uber, I worked directly with the creative director on campaign concepting and copy for the destination mode feature, translating a product behavior into a cultural narrative that made the feature feel like a lifestyle rather than a function.
Skills: Brand Voice, Brand Narrative, Brand Strategy, Cultural Strategy.