Case Studies

SmartRent - Refreshing a brand.

When hired, I was tasked with elevating SmartRent's branding, which had become outdated and disjointed after six years, especially following significant company changes like going public and acquiring another business. The CEO asked for a brand refresh, which I successfully completed in-house, saving the company hundreds of thousands of dollars. Key updates included a new logo, fonts, colors, and a comprehensive brand guide, something the company had never had before. I also helped define the new mission, vision, and values, as well as the voice and tone for messaging.

Additionally, I led the creation of SmartRent's first-ever product and lifestyle photo library, produced videos showcasing their hardware and software, and partnered with a 3D agency to produce engaging product videos. I also enhanced their trade show presence with a two-story booth. These efforts transformed the brand, solidifying SmartRent's position as a leader in their industry.

LifeLock - Building out the B2B channel.

When I started at LifeLock, the company was outsourcing all of its B2B marketing and sales support, spending over $5 million on agency costs. Within a year, I helped eliminate these outside expenses by bringing everything in-house with a team of designers, writers and develpors.

I worked closely with companies that offered LifeLock as an employee benefit, such as American Airlines, AAA, Best Buy, Sam’s Club, and AARP. This included creating materials like emails and digital ads for their employees. After LifeLock was acquired by Symantec, I also contributed to global digital marketing efforts for Norton Anti-Virus.

Blue Cross Blue Shield of Arizona - A campaign for the time.

In 2020, while working at BCBSAZ during the onset of the COVID-19 pandemic, I was part of a team that quickly adapted to the changing landscape. We went from a busy routine to chaos almost overnight, but it was also a time to innovate within the healthcare industry. We developed a new brand campaign, "DO LIFE," aimed at bringing positivity during uncertain times.

The campaign encouraged people to celebrate daily joys—like birthdays, exercise, and family game nights—even while stuck at home. It was a success and was used prominently at the Arizona Cardinals Stadium vaccination site, which administered 1.6 million doses. We transformed a massive parking lot into a functional, navigable space for 12,000 people daily, providing education and hope while they waited for their vaccine.