SAIC was spinning off several of its key divisions into a new leading-edge solutions provider branded Leidos. The fledgling company needed to quickly get not just name recognition, but into the consideration set of top CEOs and military brass.
As content strategist and copywriter, I concepted and wrote a cross-channel campaign for the Leidos launch. The effort extended across rich media banners; print ads, including full-page ads in the NY Times and WSJ; and a takeover of Pentagon metro station.
I also developed content for Leidos' new web site. Through a series of robust case studies and legacy-focused content, I worked to tell the brand's innovation story.
Leidos was a new leading-edge solutions provider spinning off from SAIC. The new company needed to quickly get not just name recognition, but into the consideration set of top CEOs and military brass.
As a content strategist and copywriter working on the Leidos launch, I helped develop an innovative digital experience for the new technology company.
I created a streamlined site structure to migrate relevant content from SAIC.com to the new Leidos.com. I also wrote and edited copy to help shape the brand’s new straightforward voice.
Fly Delta Mobile App
Knowing everyone in the airport has a mobile device on-board, Delta wanted to use mobile platforms to make traveling and transactions easier.
As creative director on AKQA's Delta account, I was responsible for creative duties on the airline's mobile, tablet, and airport kiosk experiences.
I led creative for the first release of Delta’s iPhone, Android, Blackberry, and Windows Phone 7 apps to enable mobile check-in and boarding passes. Then, we added robust self-service capabilities to help customers dealing with cancelled flights, lost bags, and other urgent, in-the-airport needs.
The app has been downloaded more than 10 million times and was even featured in a Apple tv spot for the iPhone itself.
iPhone Commercial - Fly Delta
With mail volume declining and Post Offices closing, the US Postal Service needed a more transactional web site to move revenue through cheaper channels.
As a creative director on the massive overhaul, I led the development of a new user experience, information architecture, and copy for USPS.com.
I reorganized the 1,200-page site into a task-based architecture and developed a plan for content migration, while also managing the project's content development tasks and team.
Delta Airport Kiosk
As part of its $140 million transformation from airline to digital travel brand, Delta wanted to modernize the in-airport kiosk experience.
Yet, not all of its hardware was, in fact, modern. Kiosks in some small and far-flung airports had limited tech capabilities. We also knew that, with the stresses of traveling, our users themselves might lose some of their usual tech capabilities .
As creative director, I led a team of UX and visual designers to simplify the kiosk experience.
We streamlined the steps required to check-in and strengthened the visual hierarchy of each screen. We also worked to align with the brand's new inspirational feel, incorporating lush destination photography on the machines that could support it.
We also redesigned the paper boarding pass to make the information travelers need most – gate number, boarding time, seat assignment – easily scannable.
The streamlined experience cut the average check-in time by 15 percent.
Volkswagen wanted to develop a site that would keep their owners in love with their VWs long after that new car smell had faded.
I led creative development on a portal for VW owners. Tools to schedule regular maintenance, master the GPS, hook up bluetooth. and accessorize their rides were all designed to keep owners loyal to the brand.
Organic Valley Packaging
In the 80s, Organic Valley created the organic dairy category. Yet, as organic products grew more mainstream, they struggled to connect with mainstream, supermarket consumers.
I translated the science behind organic nutrition into language modern consumers could understand.
Focusing on their wholesome goodness, I crafted packaging and back-of-box copy for Organic Valley's whole range of dairy products – milk, butter, creamer, cheese, and even soy options.
Organic Valley sales topped $1 billion in 2016, making it the first billion-dollar, all-organic brand.
Long & Foster Redesign
Long & Foster Real Estate, the largest in the Mid-Atlantic, hadn't updated their site design or content in nearly a decade. They were in desperate need of a new experience that both modernized the brand and connected with potential buyers, sellers, and agents.
Leveraging user research, I used soft segmentation to target content across the site to each distinct audience.
After the relaunch, site traffic boomed by 90 percent, making LongandFoster.com the nation's fastest growing real estate site in 2016.
Delta Embark Web App
Every month, the editors of Delta's in-flight magazine, Embark, created a vast cache of rich travel content. But at the end of every month, it all went into the recycling bin.
I led a team of writers and designers to extend the life of all that rich content, turning it into an innovative travel guide for Google Chrome.
USPS Holiday Campaigns
The holidays are USPS' biggest revenue season. Every year they develop a micro-site to help customers get all that cheer out the door on time.
For annual holiday mailing campaigns, I helped concept and write content demystifing online shipping and complimenting the print campaign.
The year was 2004. vitaminwater was still a niche NYC brand known as much for the witty flavor of its packaging as the taste of its fortified water. The brand wanted to go national, without losing its distinctive voice.
I was the first writer outside of vitaminwater hq ever trusted with their copy. I penned all of the content for their first web site, taking the brand's uniquely New York personality to the American masses.
Borders Books and Music didn't develop an ecommerce site until 2007. By then, they needed to launch a site that technologically leapfrogged Amazon and connected to the brick-and-mortar stores.
I served as content development director on the effort, working with UX designers to develop personalized "Magic Shelves" for the site's home page. At the same time, I wrote content to move customers through the purchase path.
The Project Discovery Communications had producers and freelancers nationwide developing programming for its networks. They needed a way to remotely indoctrinate new content creators in the channels' brands.
My Contribution As content development director on the project, I helped concept and structure brand on-boarding experiences for TLC, Animal Planet, Discovery Channel, Science Channel, and Investigation Discovery.