Gemological Institute of America

Inventor of the 4Cs of Diamond Quality, GIA is world-renowned for their research, education, and laboratories in the gem and jewelry industry.

As a part of the marketing team for this respected brand, we looked to evolve the brand for modern audiences while honoring our legacy.

My work spanned event materials, print ads, site copy, new product launches, email campaigns, digital marketing, and much more.

 

Full Sail University Hall of Fame

In the twelve years since its inception, Full Sail University’s Hall of Fame has grown beyond an event honoring six outstanding graduates.

It has come to represent principles that are deeply emblematic of our community – finding your creative passion and nurturing it through hard work, using your experience as a force for inspiration, the interconnectivity between our graduates, students, and faculty.

 

Full Sail University Launch Brochure

Creativity, community, and big dreams create an environment that is absolutely buzzing with excitement at Full Sail. It's a difficult feeling to describe, and sometimes you just have to see it to understand. With the Launch brochure, we wanted new enrolled students to feel that energy come through the pages and inspire them to get started wholeheartedly on their future.

As a team, we worked remotely to develop a photography- and typography-forward design aesthetic that fully embraced our unique culture and invited the new student to jump right in.

We also tested a variety of transparent print materials for the cover and metallic packaging that would make this piece a standout, social-media-worthy moment from the time the student received their brochure.

 

Full Sail DC3

Full Sail University is offering a different kind of online education with DC3 where students have even more opportunities to find an education that works for them.

I wrote all of the site copy, content marketing, email campaigns, third-party assets, and paid social copy promoting this new initiative.

 

BigCommerce

With a complex set of products in an ever-evolving ecommerce industry, I wrote one-pagers that broke down difficult, tech-heavy concepts for a variety of audiences, from small business owners to tech-savvy mid-sized business.

 

GasPedal

In 2015, GasPedal had an enormous growth spurt, almost doubling the size of the company. But we had some problems: convoluted job titles and responsibilities, extreme work culture requirements, and intense interview processes.

We built the site to lay our cards on the table for every potential job recruit. It has pages and pages on what we do, how we work, and what it’s like to work here.

After launch, our qualified recruits skyrocketed. We got more applications from the right people and fewer questions about what we actually do.

Now, GasPedal.com is Hi.Board.org, and the copy remains mostly the same.

 

Videos & Articles

 

Earning Buy-in for the Brand Voice

At BigCommerce, emerging tech, product launches, and a new target market made communications between the Marketing and Sales departments difficult.

To get everyone on the same page, I implemented, piloted, and rolled out a new content management system, Guru.

Sales was happy to find the content they needed more quickly, and Marketing was happy to get everyone aligned on the brand voice and content.

This improved NPS by 150 points.

 

SocialMedia.org

GasPedal’s SocialMedia.org had a radical idea for what a conference could be for a social media manager: no vendors, no agencies, invite only, big brands only – and it’s all confidential.

I wrote copy for everything from email marketing to site copy, event brochures to signage.