If you’re here, my marketing must be working. After all, something brought you to this page…
It might have been my charming personality, or maybe you saw me on LinkedIn. Maybe you just liked the branding on my business card.
Whatever it was, welcome! I’m glad you’re here.
Below, you’ll find more examples of my branding and marketing work; what can I do for you?
(To expand a section, click the arrow; click images to enlarge.)
For the Jewish Alliance‘s new TigerSharks Swim Academy, I wrote web copy, a promotional brochure that helped to define the brand, and Spotify ads to promote the program.
At the JCC, we’re more than a gym. Sure, we’ve got sports leagues, classes taught by amazing trainers, and an indoor pool starring our new TigerSharks Swim Academy, but there’s so much more! We have arts and culture events for adults, kids’ programs for infants through age 12, and programs for the whole family – all in a warm, friendly environment where everyone is welcome!
Tap the button to get started at your community center. We’re waiting to meet you!
At TigerSharks Swim Academy, we know that everyone learns at their own pace; that’s why every one of our students receives personalized attention. Our warm and caring instructors can help anyone, from infant to adult, to build their skills while also having fun and learning to be safe and confident in the water.
Tap the button to book your free assessment today!
I took special care to ensure that the client‘s warmth, knowledge, and humor were reflected in the copy I wrote for this postcard.
When long-time client Quined Games asked me to take a look at a new rulebook from renowned game designer Xavier Georges, I could only say “yes.”
The game, inspired by the life of philanthropist Andrew Carnegie, was originally titled “About Andrew.” As Carnegie’s life is inspiration for, but not the focus of the game, this title was confusing and misleading; the “About Andrew” name also ignored the publisher’s standard of using single-word titles.
I advised the publisher to change the name of the game, in order to fulfill multiple branding and design requirements; I am pleased to write that the game will be published under my recommended name of “Carnegie.”
For a series of talks by Israeli scientists, the Jewish Alliance tasked me with adapting their “Think & Drink” model to have a more upscale feel. Recognizing the importance of highlighting the speakers’ Israeli origins, I came up with “Concepts & CocktaILs.”
The capitalized “IL” in the name echoes Israel’s country code, which was highlighted graphically by putting those letters in stand-out colors, as illustrated.
I created this pitch deck on spec for Hasbro. (PDF)
I created this pitch deck on spec for Thrasio. (PDF)
I managed the newsletters of six Jewish Alliance sub-brands, each with a specific voice, focus, and audience. I edited and laid out each of these newsletters, and frequently wrote new content to ensure that each was complete, correct, and on-brand.
Early Childhood Center
Voice: warm, businesslike, trustworthy
Focus: daycare updates, policy changes, nutritional information
Audience: parents of enrolled children (infant-4 years)
From the President
Voice: welcoming, inclusive, senstitive
Focus: fostering community, celebrating successes, sharing sorrows
Audience: members, staff, others in Rhode Island’s Jewish community
Voice: enthusiastic, knowledgeable, informative
Focus: health, physical fitness, nutrition
Audience: members, swim families
Voice: fun, energetic, familial
Focus: after-school updates, family events
Audience: parents of enrolled children (6-12 years)
Voice: active, caring, inviting
Focus: education, family events, community
Audience: parents of enrolled children (toddler-8 years)
Voice: informative, plain, straightforward
Focus: community events
Audience: members, staff, others in Rhode Island’s Jewish community
I created Phase Shift Games‘ “Known Lands” setting from the ground up, establishing the cultures, religions, histories, mythologies, and geography of a new, fictional world. My notes and art direction eventually became Phase Shift’s style guides, which ensure that the brand’s look and feel remain consistent and continuous across multiple products and different art styles.
For images and further details, click here.
My work in preparing this calendar’s copy came with two specific challenges:
1) Editing lengthy testimonials into short, compelling stories while preserving the speaker’s original voice and intent, and
2) Ensuring that each of the 12 featured programs was also presented with its own unique voice and call to action.
I was very happy with the overall result, which I am proud to share below.
During the COVID-19 pandemic, I served as communications lead for the Dwares JCC‘s reopening. I worked closely with the heads of the JCC’s most public-facing departments to develop messaging strategies that attended to their constituencies’ unique needs while also maintaining compliance with state and federal guidelines.
My “community expectations letter” was sent to all of the JCC’s members and partner agencies. The letter provided information about coronavirus-related policy changes and reaffirmed the organization’s commitment to the health and safety of the entire community.
I also scripted and directed the video below, which was a critical part of this campaign.
One of the biggest challenges faced by Jewish Community Centers is that although they welcome everyone, many non-Jews perceive them as exclusive. To help change this perception, I conceived and designed a campaign to highlight the diverse community that can be found at Providence’s JCC; this campaign was to include posters, digital and print ads, and promotional swag.
The series was originally intended to use the tagline “I Belong,” but this was dropped after a family raised concerns that this might also send a message of non-belonging. Mindful of this, I re-imagined the campaign as “I am the JCC.” I’m glad I did, because the phrase is so much better than what I had before!
My mock-ups below feature stock photos, but the quotes came directly from the JCC’s members; note how I’ve arranged the text so that each line highlights a different selling point.
When I was brought onto this project, the centerpiece of which is a mosaic tree, it had a plan – but no name. As the person responsible for creating the project’s brand identity and marketing materials, I needed to give it a name.
After an intense brainstorming session, I landed on “Jewish Roots – Growing Community through Art.” This name hit several sweet spots as it referenced trees, heritage, and the ultimate goal of the project, which was to bring people together to create something greater than the sum of its parts. This was reflected in the project’s landing page, which I designed and built.
I also named the “Creativity Kit” that went out to everyone who signed up for the project. The items in the kit featured my copy, along with several artistic elements of my own design. To introduce the project to the public, I wrote this newspaper article, which was published in Jewish Rhode Island.
To promote a new-member special at the Dwares JCC, I put together a promotional postcard and wrote several related Spotify ads. The postcard included not just my copy, but quotes and photos I had chosen to market the warmth, welcome, and diversity found at the JCC.