Marketing & Advertising
Cavalier™ New York
Project: Brand Launch
Role: Founder
Challenge
Our goal was to create an accessible luxury brand for pet owners, offering heirloom-quality & made-to-order products that reflect the style & craftsmanship pet owners seek for themselves. We needed a business plan & brand strategy that would appeal to a contemporary clientele.
Solution
Partnering with friends & specialists, we developed the business plan, brand strategy & guidelines, product designs, e-commerce setup, & more to lay the foundation for an unforgettable client experience when customizing our saddle-stitched leather bags & wool blankets.
Meitheal Fertility
Project: Brand Launch
Role: Creative Strategy Director
Challenge
Meitheal Pharmaceuticals aimed to enter the fertility field with a brand that combined affordability & empathy for patients facing infertility. They needed a design that honored Irish heritage while fostering open patient-provider conversations.
Solution
Centering on the Irish “Meitheal” as “for the common good,” we developed a hopeful brand with warm colors & children’s drawings. Rotating their legacy “M” to an “S” revealed a tête-à-tête chair for face-to-face connection between families & pioneers across HQ, digital, & events.
A billboard advertisement for Meitheal Fertility showing a close-up of a person pinching their belly with the text 'pinch tummies, not pennies: accessible fertility injectables for the common good.' It includes a QR code and a call to download an HCP conversation guide.
Person seated on an orange armchair holding a small dog, wearing a yellow sweater, beige hat, and white sneakers.
Illustration of a person administering a fertility injection to their abdomen with text 'pinch tummies, not pennies.' Logo of Meitheal Fertility at the top.
Healthcare provider conversation guide cover with text on discussing Ganirelix, a fertility injectable.
"Mission statement from Meitheal Fertility on a peach background, discussing accessibility in fertility through generics and providing a healthcare provider conversation guide."
Collage with pens, text "meet the team," and family guiding child on bike.
Text reading "introducing our accessible fertility injectable offerings" with mentions of ganirelix and cetrorelix. Image of people walking and syringes.
Infographic on fertility statistics, including percentages of infertility, use of IVF, and ART cycles in the U.S. Key figures: 17.5% experience infertility globally, 33% of American women have used fertility treatments, 2.5% of infants are conceived via ART annually, 33% first IVF cycle success rate, 30% success per IVF cycle, 54-77% success after eight cycles, 389,993 ART cycles performed in U.S. clinics.
Graphic with the words "our purpose, vision, mission, value proposition" on the left. On the right, a circular emblem with the word "purpose" and the text "Simplify access to life changing medicine, for good."
Text image with the message: 'Patient resources, for every fertility journey.' A definition of 'meitheal,' pronounced 'mee-hall,' which signifies neighbors coming together to support children. Mention of building a supportive community for families on their fertility journey, noting, 'Families we've helped with their journey!'"
A baby sleeping next to a child in a white shirt, with text "fertility has a bright future" on the side.
Simple Science
Project: Brand Refresh
Role: Creative Strategy Director
Challenge
With rapid growth doubling Simple Science’s size each year, they needed a streamlined brand to promote targeted multi-disciplinary services. They sought a cohesive identity adaptable to health, finance, & tech clients, with offerings including agency services, wholesale boutique, & event management app.
Solution
We distilled complex services into accessible packages with messaging which balances brand voice with technical detail. Through workshops with founders & department leads, we built a foundational brand identity that resonates with multinational corporations & supports growing areas of specialization.
Floating lanterns in the night sky with text 'Every experience matters' and 'Learn more.'"
Text stating: "Founded in 2011, Simple Science is a global team of producers, creatives and technologists. We offer a complete experiential marketing capability in-house, ensuring quality, consistency, speed and ROI for our customers."
Text listing industries and logos for Stryker, Dexcom, Experian, KKR, Pimco, and Verizon.
Promotional collage with a Communications advertisement highlighting services like strategy and social media; ads for CT Imaging System, Montage Palmetto Bluff, UniforMe Los Angeles clothing, Katikies Santorini resort, and a safe performance product.
Promotional graphic for a design and productivity app called Alles, featuring text about branding, visual design, and productivity benefits.
Event presentation with a focus on business branding. The screen displays "Events" and describes Simple Science's services such as conferences, sales meetings, and product launches. A large audience is present, with purple lighting and images of the "Dexcom G7" product on screen.
Film production studio with crew, text overlay about services like audio/video and broadcast production, large studio light, camera equipment, and monitoring screens showing stage setup.
Image with "Technology" text, describing digital engagements and featuring logos of AWS, Salesforce, Webflow, Adobe, and Shopify on a dark background with programming code.
Coriolis Ventures
Project: Brand Refresh
Role: Creative Strategy Director
Challenge
Through projects with TMRW Life Science, I was introduced to venture capital backers, Joshua Abram & Alan Murray, aiming to make an impact in the fertility industry. They sought a brand identity that harmonized the aesthetics of finance, health, & tech with a personal, heartfelt voice.
Solution
While fundraising for Conceivable Life Sciences, we revitalized their personal & corporate brands to position themselves as pioneers. Developing their voice & style, we communicated their commitment & expertise with stakeholders from investors to HCPs & patients.
City street with blurred motion of vehicles, buildings in the background, and people walking. Text overlay reads "Coriolis Ventures" and "Investing In New Frontiers." Website navigation includes Home, Ventures, Press, Social.
Two men standing in a sophisticated interior with chandeliers and plants. The text highlights their achievements as founding partners in various industries, including technology, hospitality, and life sciences, with references to their successful ventures and investments. Recognized by Goldman Sachs as intriguing entrepreneurs in 2021.
Text on a starry sky background describing the Coriolis Effect. It mentions Gaspard-Gustave de Coriolis, a French engineer, and his impact on meteorology and rocket science.
Logos of various media companies including ABC, Los Angeles Times, New York Times, Bloomberg, Billboard, CBS, CNN, Fox News, Financial Times, Architectural Digest, The Wall Street Journal, and Fortune.
A collage titled "Co-Founders & Co-CEOs" featuring four images with captions: 1) A white device labeled TMRW from TMRW Life Sciences, 2018. 2) A cloud installation on stairs in NeueHouse, 2011. 3) Person using a laptop at Integral Ad Science, 2009. 4) People walking in a public space at Dstillery, 2008.
Grid of six images with titles and years: a baby holding a wooden toy labeled "AutoIVF, 2021"; a planet with rings labeled "Saturn, 2018"; a person smiling labeled "Beboe, 2017"; a scenic outdoor view with furniture labeled "Alice, 2013"; abstract light design labeled "AppNexus, 2007". Title is "Seed Funded" by Joshua Abram & Alan Murray.
Screenshot of an Integral Ad Science webpage featuring a video thumbnail with the text "Protect your brand" and a play button. The page also includes a brief company description, founders' names, funding amount of $116.8M, NASDAQ ticker IAS, and social media followers count of 40K.
Homepage of NeueHouse featuring a cityscape video, company description, founders' names, funding amount, and social media followers count.
TMRW promotional image with video and company details, mentioning its establishment in 2018, purpose in IVF and fertility, funding of $153.5M, and follower count on social media platforms.
Pregnant woman in nursery by crib
Text overlay on an image of a staircase and interior space with a floating cloud: 'Conceivable, TMRW, IAS, NeueHouse & Dstillery. Joshua Abram & Alan Murray, Founders & Co-CEOs'.
Image of Times Square at night with superimposed text: "Alice, AppNexus, AutoIVF, Beboe & Saturn. Seed funded by Joshua Abram & Alan Murray."