You’ve got a brilliant idea;
I’ll help you introduce it to the world 🌎️

Diane Pham, Strategist



— Brand Strategy
— Verbal Identity 
— Copywriting

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.

Credit: Dain Gordon (brand identity)



—Brand Strategy
—Verbal Identity

Nestled in Missoula, Montana, a workshop hums with the rhythm of a time-honored craft. Through skillful hands, creative joinery and deep intention, Doug King builds modern heritage furniture imbued with elegance and animated by life.

Unaware of his potential, Doug limited his exquisite, modern furniture to Missoula. However, coastal city dwellers, drawn to both Montana's mystique and discreet luxury, could be an achievable client set, too.

The goal: Reassess Doug’s core audience and create a brand that reflects his craftsmanship, love of nature, and belief that every home should have unique, precious creations that delight. 

Credit: Dain Gordon (brand identity)



—Verbal & Visual Identity
—Content Strategy, Writing/Editing
—Marketing Strategy
—Business Development

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 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.



—Brand Strategy
—Verbal Identity

Old men, old ideas, old ways of doing things… all captured in a name: a confusing string of last names, thrown together to follow an anachronistic convention set by outdated firms. But a name is not a name anymore; if a name doesn’t start a discussion, you won’t stand out in the modern-day architecture industry (there are more architects in the US than any other country).

As young architects at the infancy of building their own firm, Geoffrey Braiman and Adam Sauer wanted to communicate a mission and identity outside of them as founders. How would this be achieved? Accepting that “Architecture is B.S.”

Uninspired by how the generations before have been doing things, they wanted a name that embodied their playful approach and their perspective on the current practice of architecture. Here, the abbreviation (the first letters of their last names) represent more than just them as the creative force behind the studio, but how their design thinking and processes are flexed. For them architecture is a living conversation, not a static equation. And while the work is serious, their approach is not.