Branding
A brand is more than just a logo or a tagline—it’s a powerful marker to make you stand out from your competitors. Whether it's through crafting a brand positioning manifesto or helping companies give voice to their stories and products, I work closely with my clients to make sure the branding we create aligns with their values and plans for the future. Communication and collaboration are always key, no matter the size of the project.
Client: AAA Life
Industry: Insurance
Agency: MRM
Project: Brand Positioning Campaign
Role: Writer
Most people know they should buy life insurance. They just don’t know why they should buy it from AAA. In an oversaturated market with a lot of companies offering the same thing, AAA needed to find a way to stand out from the crowd. So that’s where we stepped in.
Our team presented the clients with three different brand positioning concepts, including corresponding manifestos and proof of concept digital and social ads.
Taking care of the big stuff, so you could focus on the moments that matter—that’s the driving idea behind our Here For It All concept. As lead writer, I wanted to craft a manifesto that incorporated AAA’s brand pillars with messaging that connected with their target audience: Gen X and Older Millenials (hi, it’s me).
This meant emphasizing the idea of life insurance as a valuable support at every age and stage. As something to take the pressure off instead of adding to it. That’s how we came up with #littlestmoments.
Whether it’s board game night or a future someone special, we wanted to show that you could trust AAA Life on all the big stuff—like life insurance—so you could stay present in the everyday moments that make life meaningful.
Cross-channel consistency was a top focus for us. We made sure that our updated brand positioning remained consistent across all touchpoints, including digital and social media.
Our client’s feedback highlighted our team’s strong creative direction, calling the work we presented fun, exciting and modern.
Client: Fire’s Edge
Industry: Retail
Agency: In-house marketing @ Woodland Direct
Project: Product Branding
Role: Writer
As the Creative lead for branding initiatives, I helped create unique brand identities that played a crucial role in establishing the product’s identity. For this project, I considered the client’s overall values as a springboard to developing names that were both memorable and capable of differentiating their gas fire pits in a competitive landscape.