Littleton, Colorado

Pharmavite, founded 50 years ago, seeks to improve health and wellness by focusing on the basics: complete nutrition through essential nutrients and minerals. As a strategy consultant, I have worked within the Pharmavite innovation team on research and development projects, the largest of which was Sleep Innovation for the Nature Made brand. The results of these design sessions now exist as products within the Wellblends sub-brand and a Nature Made line extension. MORE INFO

Nature Made (Pharmavite) is a heritage brand well known for its science-backed vitamin and nutrient supplements. It has long relied on its partnerships with brick-and-mortar retailers to distribute its products and found itself behind the curve with how many shoppers seek and find wellness products – online. We also found that when it comes to nutrition, the design target believes, "One size fits all, doesn’t fit me." Nature Made sought to leverage its vast product line to create an individualized DTC offering backed by a well-known and trusted brand.

Nurish by Nature Made's launch included competitive positioning, brand equity, visual identity, digital development, and go-to-market strategy. I acted as representative of the Pharmavite Insights & Strategy team, responsible for leading research, inter-departmental workshops, and design collaboration. MORE INFO

Millennials took Friendsgiving and made it an expression of individual creative identity. Whether it's turkey or tacos, IZZE's Friendsgiving Adventure solidified IZZE's place at the table, serving up 10 Instagram accounts and over 650 photos in an interactive branded quiz. Users could select elements that inspired their Friendsgiving planning and follow links to Pinterest recipes and Amazon for direct purchase.

What was a small spend investment (<$250k), the campaign garnered increased Amazon sales of 50% and Instagram follows of 34+%. It also reinforced IZZE as a must-have for any gathering of friends. MORE INFO

Every year, Naked Juice partners with Wholesome Wave to bring attention to the issue of food deserts and, specifically, access to affordable fresh fruits and vegetables.

Though past campaigns had success, we wanted to up the impact. We imagined what it would like if a ‘selfie’ could be ‘selfless.’ 2015’s Drink Good, Do Good campaign made it easy for more people to get involved just by taking a photo holding a fruit or a vegetable, using the #DrinkGoodDoGood hashtag and tagging a friend. For each tagged selfie, Naked Juice donated the monetary equivalent of 10 pounds of produce to Wholesome Wave, until the goal of a half million pounds was reached. MORE INFO

Economies boom and bust. In 2010, a lot of businesses were suffering, even closing shop. But then there were the ones that weren't. American Express OPEN showed how business could survive and even thrive in a financial crisis. They called on small businesses to "start booming" by using the benefits of being a card member to their advantage, rallying the "backbone of America's economy."

I interviewed over a hundred small business owners who were using their American Express OPEN cards to 'game' the rewards by using cash back, points and balance paid incentives to reinvest in their people and operations, and solve balance sheet challenges. These are their stories. MORE INFO