Helping mission-driven founders and their teams pivot existing brands and introduce newly-imagined ideas to the world 🌎️

One in five students has a learning disability, yet only 1/20 actually gets diagnosed. Marker was started because the current learning disability support system is broken. Rather than waiting sometimes years to be seen by a school-appointed evaluator, or spending thousands of dollars on private assessments, individuals can now connect remotely with one of Marker's licensed psychologists and receive a complete diagnostic assessment and supportive action plan within 30 days.

I was tasked with communicating how technology and the highest caliber psychologists come together to create accessible, affordable and timely gold-standard evaluations. Unlike its competitors which heavily lean on marketing their products as less expensive, faster alternatives to private care, Marker is also positioned as a brand that learners and their families can both trust in quality and be emotionally connected to.

Following its official launch, Marker raised $15 million in Series A financing.

Credits: Dain Gordon (creative direction/brand identity)

—Brand Strategy
—Verbal Identity (TOV, Key Messaging, Copy Guide)
—Copywriting

A modern architecture firm with a mismatched identity, SPF:a's branding was still grounded in its founding decade: the 90s. To better reflect its progressive, refined, process-driven work, a complete overhaul of the firm's identity was called for. This would begin with a new logo and copy and graphic guidelines that would extend to a redesigned website and the reinvention of the studio's marketing collateral, both visual and written and in digital and print. Additional actions included a media and marketing plan and business development strategy.

Under my direction, SPF:a garnered over 30 architectural and engineering award recognitions, and secured earned media placements in major national and international publications, including The Wall Street Journal, Los Angeles Times, and Architectural Digest.

Credits: Matthew Momberger (photography), Bruce Damonte (photography), Simon Lagneaux (web), Typecraft (printer)

—Brand Strategy
—Brand Identity
—Verbal Identity
—Writing: Case Studies & Editorial
—Press Initiatives, Marketing & Media Management
—Team Management
—Business Development

I was hired to conceptualize and launch a NYC-focused architecture, urban planning and real estate website for CityRealty. As founder and editorial director, I led a team that turned what was expected to be a niche blog into a respected, go-to news resource.

In addition to building a brand voice and strategizing an editorial calendar, I developed several popular, community- and traffic-building series. By combining quality, original content with media partnerships and a targeted SEO strategy, 6sqft quickly built a solid reader base with exceptional month-to-month traffic growth in a highly competitive market. 

In June 2017, 6sqft was selected for inclusion in Columbia University's Avery Library Historic Preservation and Urban Planning web archive to ensure its continuing availability to researchers.

Credits: Ruby Manadero (web and branding)

—Branded Content Structuring (Platform, Creative Direction)

Building on the 6sqft brand, I developed My sqft, a series bringing readers into the homes of real New Yorkers. Going beyond the sleek, trend-chasing or overly prim aesthetic typical of shelter magazines, My sqft features a diversity of individuals who've carved out and decorated their spaces in inspiring and unconventional ways. 

My Sqft would become one of 6sqft's top three trafficked verticals, later integrated into the site’s branded content offering.

Credits: Brett Wood (photography), Erin Kestenbaum (photography), James & Karla Murray (photography), Miesha Agrippa (cinematography), Woojin Chung (motion graphics)

The Shakespeare Center of Los Angeles (SCLA) currently functions within a dated 1960s construction unable to accommodate its growing needs. Unlike a typical playhouse or theatre, its mission is to educate under-served youth and veterans on the works of Shakespeare and the art and science of theatre. To support its future ambitions, the organization is hoping to expand and modernize its facilities.

“Raise the Ruff!” is a fundraising book that offers an overview of the SCLA, its goals, and the new design it hopes to bring to fruition to extend its philanthrophy.

By January 2023, the SCLA secured $8 million, allowing them to begin renovations. 

Credits: Typecraft (printer)