CREATIVE STRATEGIST
Cultural impact begins with brands. Asia crafts iconic identities and campaigns that resonate on a deeper level, with a strong focus on expanding access for queer and gender-diverse communities.
Produced at BUCK Design
Cash App approached us to evolve the brand’s bold, rebellious identity by reimagining its spatial illustration system — adding grace and maturity without losing any of its edge. I worked with the team to create design principles that serve as the philosophical backbone of the project, guiding every decision with intention, clarity, and a little bit of irreverence.
Billie came to me in early 2020 with a simple question — how can we make our brand more inclusive? This spurred a whirlwind, 2-year engagement with a little bit of everything: cultural research, copywriting, multiple rounds of focus groups, on-set oversight, and two huge social campaigns, whew! Together, this work helped shift the brand into a more inclusive, gender-neutral space, breaking stereotypes for everyone — because beauty isn’t one-sided, and neither are we.
On-set oversight Copywriting
Produced at Trollbäck+Company
A new strategic path that scales the business from a retail brand to a sustainable, mission-driven lifestyle brand. Starting with interactive workshops that led to purpose-driven pillars, tone of voice guidelines, and even a few campaign concepts, this new brand foundation re-envisions west elm as a place where extraordinary design creates extraordinary impact.
Guidelines
Tone of Voice Brand Workshops
Produced at BUCK Design
Marrying surrealist-painted environments with real people, we crafted a design strategy that plays to Thorne’s opposing forces. Aspirational views on aging coalesce with the products and people we encounter every day to create a unique world that shows the poetry — and results — of approachable science.
Produced at BUCK Design
The BUCK of today represents two decades of relentless evolution — with many, many lessons learned along the way. I was asked to distill BUCK’s growth as both a company and a community through deep, exhaustive research to craft copy that balances the presentation of important — and sometimes sensitive — information with a tone that remains approachable, digestible, and, dare I say, entertaining (I know, shocking for an Impact Report.)
Copywriting
Produced at Big in Japan
This functional mushroom brand was ready to reach new audiences who could benefit from a daily dose of adaptogens. Together with creative studio Big in Japan, we built a new creative and strategic platform — Adapt Everyday — that informed everything from the brand’s new tone of voice and refreshed visual identity to a manfiesto film and multiplatform assets.
Tone of Voice
Produced at BUCK Design
After a full 360 brand development and launch campaign for the sexual wellness startup Sense, the brand wanted to develop a CSR strategy that reflected its unabashedly playful spirit. So I got down and dirty to develop a Buy 1 Get 1 program stateside, where things are hard right now — but not in a good way. Political conflicts and deep divisions threaten sexual education, freedom, and equality, and we saw Sense’s launch in the US as an opportunity. Partnering with URGE (Unite for Reproductive and Gender Equality), the brand is making a meaningful impact while introducing its clear-cut voice of sexual freedom to the world — with no shame, no censorship, and no bs.
Produced at BUCK Design
To place Bluevine’s focus firmly on small business owners, we developed a new strategic platform and corporate social responsibility strategy that spotlights the brand’s passion and unique understanding of what it takes to build financial independence. In tandem with creative direction, we positioned Bluevine for growth — creating a kinder, more supportive space for all budding entrepreneurs.
CSR Strategy
Produced at Big in Japan
The folks at Lazarus Brewing needed a name and brand for their new Tepache gose beer. With the help of printing partner DWS and their in-house creative team Big in Japan, I dove into Mexican folk art, psychedelia, and Indigenous street food to build a brand world near and dear to my heart. This can’s Virgin Mary motif and name, Milagrito, supports the nonprofit Casa Marianella, which works to help displaced immigrants in Lazarus’ hometown of Austin, TX. Our name pays homage to the “little miracles” they perform every day.
Naming
Copywriting
Produced at BUCK Design
Pride is full of well-trod tropes and empty promises. So we wanted to do something a little different — focusing on expanding the narrative around pride and pushing back on all the things we’ve come to hate about the month. As the queer strategic lead on the project, I wrote and oversaw the copy and conceptual framework for Give Us Our Flowers, vivid, experimental zine that spotlights the stories of revolutionary but often-forgotten queer POC. We worked in collaboration with artists across BUCK Design and Secret Riso Club to impress the weight and enduring struggle of our community. 100% of proceeds of this zine were given to The Stonewall Protests, The Triangle Project, and The Black Trans Art & Joy Fund. Shortlisted for the 2022 D&AD Awards
Copywriting
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