Campaigns

Top 100 Fleet Operators to Watch

A campaign created to raise visibility of Samsara’s commitment to our customers while helping gain the attention of current prospects to improve chances of getting them further down the funnel to be a high intent buyer.

For this I needed to find a solution to craft over 100 profile pictures to be featured across this campaign along with a tier 1 word mark.


“Operate Smarter” Brand Awareness

A campaign of many firsts, the Operate Smarter campaign surpassed all benchmarks and estimates in impressions, unique visitors, and clicks.  This was Samsara’s, first traditional OOH in Times Square & Silicon Valley, programmatic display, and tagline launch campaign. It was promoted on LinkedIn and was our top performer, surpassing benchmarks by 9X. Visitors to the landing page had a 23% higher win rate and closed 13 days faster. Branded search term volume increased while billboards were live.

Global Event Support

Brand support for Tier 1 events and external user conferences.

FullStory is a Digital Experience Intelligence product that equips its users with the tools they need to elevate and perfect their digital experiences. FullStory allows users to gain insight and find opportunities to optimize their website, app, or software platform using powerful data.

At FullStory, I built and managed the first Brand Marketing and Creative team. This team covered a range of disciplines, including creative development, production, presentation design, UI/UX, motion graphics, front-end and back-end development, and website optimization. My primary goal was to propel FullStory's brand beyond its startup roots and equip it to compete for larger enterprise deals (<$1M).

The challenge was to transform FullStory's image while still preserving its core values of authenticity, empathy, and distinctiveness. This meant showcasing the power and sophistication of their best-in-class product while maintaining their unique and engaging brand personality.

Website
Grew the companies traffic for new users by +153% YoY, and achieved an increase in site conversions for demo requests by 57%, through A/B tests and site optimizations.

fullstory.com

Brand
Developed and evolved Brand Guidelines each year for internal design teams and third-party agencies. The brand strategy was designed for FullStory’s ideal customer profiles, Product Managers and Engineering teams in E-commerce and Retail industries. Developed customer-centric systems for FullStory’s first User conference, User Community, Customer Training and Certifications, as well as our Partner Ecosystem.

2023 Brand Guidelines

Events
Created FullStory’s event experience for user conferences. Partnering with Marketing and events teams to prioritize key touch points for before, during, and after event experiences. This included promotional emails, social media templates, landing pages, booths, main stage designs, presentations, activation experiences, post event mixers, and on demand content.

Spark 2022 Promotional Video
Spark 2023 Promotional Video
Connect 2023 Promotional Video

Campaigns
Developed static and dynamic visuals for Demand Generation, ABM Campaigns, and Product led campaigns.

FY24 Results
ABM Campaigns accounted for 62% of open opportunities, increased influenced pipeline from $13M to $25M, and the average deal cycle decreased by 40%.

Product-led campaigns created 4M in sourced pipeline and 108K in average sales price (ASP) leading to 1,409% ROI.

For FY25, the FullStory campaign strategy will be overhauled to shift from a multi pronged approach to a singular brand led campaign (big C) and focused campaigns (little c) running throughout the year.

Project Management and Process
Actively collaborate with and train project owners on best-in-class design and user experiences. This strategic effort aimed to ensure that the brand could seamlessly scale for global growth. I implemented and led workshops to enhance project efficiency and improve the time-to-value for delivering best-in-class deliverables on FullStory's website as well as demand and lead gen touchpoints.

Team
Manage and onboard freelancers, and global agencies that empower the internal teams to scale the brand globally.

In 2022, our creative team curated the event experience for FullStory's inaugural user conference. Collaborating closely with the events team, we strategically identified and prioritized key touchpoints before, during, and after the event. Our goal was to enrich the user journey, drive adoption among existing customers, and cultivate business opportunities with prospects.

Our responsibilities encompassed crafting promotional emails, designing social media templates, developing engaging landing pages, conceptualizing booth setups, creating captivating main stage designs, crafting impactful presentations, orchestrating activation experiences, organizing post-event mixers, and producing on-demand content.

Spark 2022 Promotional Video
Spark 2022 Microsite - Atlanta

Spark 2023 Promotional Video
Spark 2023 Microsite - London

Connect 2023 Promotional Video
Connect 2023 Microsite

User community (Portal)

Exceptional digital experiences come in all shapes and sizes. One thing they have in common? They put humans at the center—focusing on real users’ needs, wants, and struggles. FullStory is focused on empowering the people whose job it is to make better digital experiences for everyone–sharing knowledge, fostering connections, and problem-solving together.

The visual identity for the FullStory community needed to be an energetic and inviting addition to the FullStory brand. From borrowing from the basic brand elements we were able to create a visual space that is casual and bright, emphasizing expanding knowledge (expanding shapes) and connecting a community (stars). To date, the FS Community had gained over 1100 members.


Partner ecosystem (Website)

FullStory's Partner Ecosystem brings together industry-leading technology partners and expert service providers to help customers maximize the value of their digital experience efforts.

The ecosystem helps customers:
Gain deeper insights - Uncover hidden opportunities for optimization with a wider range of data and expertise.

Optimize their tech stack - Ensure technology investments work together seamlessly to deliver a unified customer experience.

Drive impactful results - Achieve faster time to value and deliver measurable improvements to your digital experiences.

The ecosystem has ~87 Service and Technology provides assisting with onboarding FullStory customers and managing product integrations.

While consulting key influencers, such as employees and volunteers, we discovered that every YMCA was committed to strengthening the foundations of community through three key principles—youth development, healthy living and social responsibility. Armed with this key insight, we began a major brand revitalization. Our first step was officially adopting the organization’s famous nickname: the Y. This friendly, modern sensibility lent itself to an engaging new visual system, including an evolved logo, which we designed using a range of bright color combinations that mirrored the Y’s diversity of programs and audiences. Finally, we set the stage for the brand rollout by giving individual Ys the tools they needed to launch the new brand in their own communities.

It didn’t take long for the Y to see a significant return on its investment in the new brand, which received a prestigious 2011 REBRAND 100® Merit award. Just one month after launch, press coverage of the Y’s rebrand had reached an estimated 1 billion people, and web traffic was 25% higher than it had been at the same time during the previous year. With an enthusiastic reception from patrons and employees alike, the Y is poised to continue its service to the community for the next 170 years, and beyond.

Overview
Healthpeak, a leading real estate development company specializes in healthcare facilities, sought to revitalize its brand identity to reposition their strategy, team, portfolio, and balance sheet. Their commitment to innovation, patient-centric care, and sustainable practices are a core component to inform this rebrand.

Challenge
Healthpeak faced a challenge in repositioning its brand to reflect its evolution into a forward-thinking, patient-focused organization. The company needed a rebrand that not only communicated its core values but also differentiated it in the competitive healthcare real estate market.

Outcome
With the simple idea being, “Executing a clear strategy for long-term growth”, we developed an iconic logo and sophisticated system that instilled trust in investors, employees, operators, and tenants. The rebrand sets Healthpeak apart from competitors and positioned the organization as an industry leader.

This was the first rebranding project for the organization in its 60 year history. Cathay Bank was in need of a brand strategy and activation that helped them be more relevant to the needs of their diverse set of employees and younger customers craving better digital experiences.

The project required collaboration with our Beijing and Shanghai offices to ensure the work was culturally relevant. We evolved their look to reinforce the new strategy 'with you on you journey with hard work and heart'. Inspiration for the logo came from the traditional Chinese chop. We modernized it and utilized the Latin characters ‘C’ & ‘B’ to allow the brand to connect with more diverse audiences while not losing sight of their heritage. 

As SAP’s agency of record we have continually refreshed their visual system to reflect their global business plan.

From creating memorable experiences at the Executive Briefing Center in Germany to innovating a new look for targeted audiences that still have a familiar feel to the master brand. After nearly seven years of ongoing engagement with SAP, we continue to deliver new and better ways to help SAP in its tireless mission to simplify and deliver customer-friendly, market-savvy solutions.

Developing a movement to help address tuberculosis worldwide

In developing the strategy for this engagement, Siegel+Gale recognized the need for a paradigm shift in the way we think and speak about TB. To inspire communication, engagement and action globally, three core brand pillars were developed—Unity, Empowerment and Progress. These pillars strategically informed the Red Arrow symbol we crafted, pairing a mark of solidarity and true ambition to stop TB with powerful visual language that clearly and compassionately backs up this objective.

Currently, the Red Arrow is used on pins and to communicate holistically with stakeholders and partners to capture attention and influence change by providing a clear and consistent message on each and every World TB Day.

The brand identity we developed has helped to unify and amplify efforts to sustain a global movement that creates ongoing awareness of the disease. By defining a story and identity for the movement, Stop TB Partnership is now armed with these powerful attributes, and has the tools to continue to influence change and win the battle against this major global killer.

From provider of customized continuous procurement solutions to an enable of sharper intelligence that focuses procurement solutions. 

The Beroe word mark has been crafted to visualise our strategic shift. The ‘lens’ within the wordmark represents the focus Beroe brings to their procurement partner’s strategies, in terms of viability and innovation through deeply focused category knowledge.

The letterforms are simple and have been sharpened up to represent a modern company that is focused and ready to meet our clients procurement needs.

We began by developing a brand purpose that would position Sandaire as truly understanding the personal and performance considerations that come with stewarding private wealth: “Simplifying the complex nature of wealth to further its potential.” We then crafted a set of brand values—Considerate Nature, Collaborative Spirit and Decisive Approach—to guide the behavior of a business that revolves heavily around people.

To reflect a balance between new perspectives and established wisdom, we developed the brand voice as Bright, Real and Worldly, and turned to the natural resources contained in the brand name (sand and air) to design a refreshed visual system. Our design also made use of a strata metaphor to echo Sandaire’s ability to distill layers of complexity.

With a new brand that’s firmly aligned with client interests, Sandaire Investment Office is now equipped to develop communications that speak to sharp investing and solid family values.

Inspired by Kaspersky Lab’s mission to protect, we helped articulate a new brand purpose: “We give people the power to protect what matters most in their world” which we amplified with a refreshed visual identity system, establishing an immediate connection between Kaspersky Lab and their customers.

Kaspersky Lab’s distinctive offering is clearly differentiated in the competitive marketplace, now leveraging the superior intelligence, hands-on innovation and the essential human dimension through a simplified brand story.

To ensure that the recalibrated brand was implemented consistently on a global scale, we conducted Brand Immersion sessions across cities in Kaspersky Lab’s key territories. Informing employees about the new direction for the brand and coaching on how to present this in a meaningfully different, yet consistent, way.

The house that hope built
For more than 40 years, Phoenix House has set the standard of care for the treatment of people struggling with, or at risk of, substance abuse. From its humble beginnings as a communal home and support structure for a handful of recovering heroin addicts, Phoenix House pioneered some of the field’s best practices in addiction treatment and recovery management. Today, it has grown to oversee a network of 120 community residences, serving more than 7,000 clients each day. 

On the occasion of its 40th anniversary, Phoenix House articulated a bold vision for the future: to be the best substance-abuse care provider in the nation. But even though it thrives as a vital, dynamic, contemporary organization, Phoenix House was sometimes seen as outdated or “one size fits all.” Phoenix House needed to shine a light on its continued relevance and leadership. 

In alignment with the strategy, we designed a hopeful new symbol—a Phoenix, naturally—rising out of the ashes of addiction and symbolizing the metamorphosis Phoenix House helps clients make. With a complete visual system and guidelines, we gave Phoenix House the tools to unleash the new identity and align all print and digital communications.