Goode Health

Well-funded startup, Goode Health, is transforming personalized health through smart biomarker testing and technology-driven intelligence to bring the benefits of plant-based nutrition and expert wellness coaching within everyone’s reach.

To drive conversions via their e-commerce site, as Goode’s Fractional Creative Director, I helped craft their strategic go-to-market brand foundation, and provided the content strategy and creative direction for the revamp of their website, as well as all of the high-level messaging for the site. 

Working closely with Goode’s Founder/CEO and Fractional CMO, and ran point with their outside web design and development agency and got a beautiful, highly functioning, high-performing site up and running within weeks — not months.

PROVIDED
Brand foundation & strategy
Creative direction
Content strategy
High-level messaging

WHAT WE LEARNED
Everyone should have access to good(e) health

FlavorsHookKids.org

The California Tobacco Control Program needed to pivot the award-winning flavored tobacco-focused site we created for them in order to educate parents and others about vape product use among kids and the harmful impact nicotine has on their brains.

In less than two months, I helped our team at Beyond turn our user research findings and existing metrics into an easy-to-digest, award-winning 2.0 site focused on quick education that would drive action.

PROVIDED
Thought leadership
High-level creative concepting
Content strategy
Copy direction
Pitches/presentations to clients

AWARDS
2018 Davey Awards - Gold - Websites/Social Responsibility
2019 Hermes Creative Awards - Platinum for Social Good
2019 San Francisco Design Week Awards - Civic Design

WHAT WE LEARNED
Smoking? Bad...

Google Store

Google wanted to raise consumer awareness and sales of their hardware products on store.google.com.

Our embedded creative team from Beyond created an award-winning e-comm update that streamlined the path to purchase. We also took on all of Google Retail Marketing’s CRM and display ads, as well as provided artwork and campaigns for their social advertising efforts.

PROVIDED
Creative leadership
Brand strategy
High-level creative concepting
Content team management & development
Client relations

AWARDS
2016 Webby Award - Best in Consumer Electronics

WHAT WE LEARNED
Tech “fanboys” know their stuff, so you better too!

OJO Labs

In advance of launching their flagship real estate-focused AI product, Austin-based OJO Labs needed to feel confident they were talking about their company and initial offering (OJO Home) in the right way to potential consumers, partners, and investors.

Our tight team at Beyond created a comprehensive strategy that served as a north star for expressing who OJO Home is and how the brand should differentiate and communicate.

PROVIDED
User insight audit
Brand strategy
Content-specific strategy 
Writing guidelines
Consumer messaging frameworks
High-level brand and product messaging 
Workshop leadership
Pitches/presentations to clients

WHAT WE LEARNED
Great clients. Even better smoked brisket! #franklinbbq

Marketo

Marketo needed a way to own their space in the engagement economy and most efficiently move their disparate audiences down their sales funnel. 

Using Agile methodology and design thinking, our team at Beyond created a new brand look and feel and new personalized site functionality to provide smarter nurturing and engage, themselves, in an authentic way — at scale.

PROVIDED
Creative leadership
Brand innovation
Content strategy
High-level copy/messaging
Client liaising

WHAT WE LEARNED
Timing is everything. The expanse of our site never saw the light of day, but lots of the messaging I provided to revolutionize their brand did.

Google Cloud Resource Hub

Google needed to increase sales leads for their Cloud offerings and wanted to capture the attention — and imagination — of IT decision-makers.

To nurture and qualify high-potential sales leads, our lean team at Beyond conceived, created, and launched Google Resource Hub, a highly personalized digital experience that serves up curated content, actionable insights, relevant customer stories, expert-led trainings, and more.

PROVIDED
Creative leadership
Value prop establishment
High-level messaging
Content strategy oversight
Pitches/presentations to clients

WHAT WE LEARNED
Everyone wants to cut to the chase — even IT pros with a lot riding on the line.

Beyond D&I

Beyond wanted to stop just talking about diversity and inclusion and put our rising consciousness into consistent action throughout all aspects of the business. 

I helped lead an internal task force that broadened our approach to work and creative repertoire to effectively help educate our range of clients on the benefits, essentials — and responsibility — of infusing our work together with diversity and inclusion, in principle and practice.

PROVIDED
Thought leadership
Brand strategy
High-level messaging

WHAT WE LEARNED
Implicit bias is a thing. See the Chrome extension we created, Antibias, to help combat it.

Beyond New Business/Growth

Beyond wanted to not just bring in new business but shift the nature of the kind of work we did.

I served on revolving pitch teams that won Samsung, Juniper Networks, and Destiny Arts work, as well as helped successfully expand on existing client work for Albertsons and Google. In addition, I helped shape a couple of very successful industry events we hosted in order to position ourselves as innovative industry leaders.

PROVIDED
Creative leadership
Brand innovation
Creative strategy
High-level storytelling
Pitched/presented to potential clients

WHAT WE LEARNED
Rehearse, rehearse, rehearse...

Pottery Barn

In order to point the company in one right direction, Williams-Sonoma’s tentpole brand, Pottery Barn, needed something to bring disparate stakeholders together and garner their buy-in.

I worked with the highest-ups in the company to create a comprehensive visual and narrative artifact that would reframe the brand for the future — a metrics-driven worldwide vision to gain market share from existing clients and appeal to the next gen of home/lifestyle shoppers.

PROVIDED
Creative leadership
Brand strategy
High-level copy/messaging

WHAT WE LEARNED
Clarity comes from patient iteration — especially when there are so many cooks in the well-appointed kitchen.

Yahoo Originals

Yahoo needed to make their all-in investment in original programming pay off through a wide-ranging advertising and marketing campaign. 

Our Brand Creative team at Yahoo created all the things for all the shows (Community, Other Space, etc.) — from comprehensive out of home campaigns, targeted direct mail pieces to emails and banner ads. And some trailers, too.

PROVIDED
Creative leadership
Brand strategy
High-level copy/messaging

WHAT WE LEARNED
Laughter isn’t just the best medicine, it’s often the stuff of which great creativity is made.

Yahoo Live

Yahoo wanted to get into the live entertainment streaming game, big time, and needed to get the word out to consumers and advertisers alike.

Our Brand Creative at Yahoo team produced a YouTube video campaign to help persuade the world that Yahoo was THE place to catch live music — and a series of B2B videos for Yahoo’s sales crew to use at NewFronts to help persuade companies to advertise with them.

PROVIDED
Creative leadership
Brand innovation
Content strategy
High-level copy/messaging

WHAT WE LEARNED
When you have great artists to work with, it’s easy to turn work into art.