Brand Strategy
Robert Rauschenberg Foundation
Centennial Communications Strategy
Leading up to the artist’s 100th birthday, I worked closely with the Foundation to devise a communications strategy for the yearlong centennial celebration, which included numerous international exhibitions, a catalogue raisonné, and extensive philanthropy and programming.
A strong strategy helped unify all communications and programming under the same core goals: reassert Rauschenberg’s relevancy, capitalize on new momentum at the Foundation, and rally around its Mission and Vision.
Ultimately, the work helped to clarify the campaign’s goals, audiences, and messages, while leveraging existing programs to increase Rauschenberg’s visibility, in order to (re)connect with the Foundation’s core audience of supporters. In collaboration with 2×4.
MillerKnoll
Verbal Brand Expression
When titans of design Herman Miller and Knoll joined forces as MillerKnoll, what they created is a collective of the world’s leading design companies. When I joined forces with 2x4, what we created was a distinct verbal identity and expression for this visionary new brand.
I helped define MillerKnoll’s core brand language, key messages, voice principles and tactics, along with a content strategy for its core channels, and communications assets, including a brand narrative and video scripts for its showrooms. In collaboration with 2×4.
Tri-Lox
Brand Strategy, Copywriting
This Brooklyn design-build studio sought my help with a brand and copy refresh as its business and scale expanded. Founded in 2009, Tri-Lox had grown from a sustainability-focused custom fabrication workshop into a vertically-integrated millworks producing standardized, reclaimed wood products scaled for residential developers and retail rollout. I developed a strategy and messaging program that speaks to an intimate, materials-driven design process, while showcasing a capability for sustainable design at volume. Featured project narratives exemplify Tri-Lox's holistic approach to design. Product descriptions reveal the authentic origin stories that enrich each collection, material, and finish.
Pantone
Color of the Year Campaigns
Working with the team at the Pantone Color Institute (Pantone’s trend forecasting and consultancy arm), I helped shape the narratives and campaigns for numerous Color of the Year launches, including Mocha Mousse (2025), Peach Fuzz (2024), and Viva Magenta (2023). To bring each Color of the Year to life and explore its cultural relevance and creative applications, each campaign involved concept ideation, color storytelling, launch messaging, and extensive content development including social, creative case studies, and motion assets for Pantone and brand partners. In collaboration with The Development.
Arper
‘The Project of Living’ Campaign
For Italian furniture manufacturer Arper, I helped develop The Project of Living, the brand’s 2022 communications platform that celebrates the ongoing spatial exploration we all undertake each day as we make sense of what it means to live now, amidst rapidly changing ideas of home, work, and everyday life.
I wrote the campaign manifesto and defined messaging around sustainability, new product launches, and Arper’s expansion into the home. My work also included concepts for Salone del Mobile activations, showroom experiences, editorial and social content, and events, as well as designer interviews and product storytelling for the Aper News Catalog. In collaboration with 2×4.
