What’s the big idea?
A huge part of my role at StreetEasy was to help develop how the company talks to real estate agents. These first three screenshots show a soup-to-nuts, interactive microsite that aims to land agents or property developers on the right product page for their needs. The next screenshot is an agent invite to an event held at Nasdaq, and the last screenshot is a quick New Years’ ecard.
Okay, but did it work?
The "B2B" space at StreetEasy is an interesting challenge because the tone needs to be serious and professional (because the audience cares about their business) but it also should be approachable and friendly (let's be real: real estate agents are real humans). These examples show the breadth of my approach to solving that problem.
What’s the big idea?
Zillow Group recently launched a brand new real estate site dedicated to the Hamptons (aka fancy as hell). Here you'll find everything from a screenshot of the homepage to social ads and even a magazine print ad and a 404 error page.
Okay, but did it work?
I worked along side the tech, product, and design teams to launch this site from soup to nuts. My part (building the brand voice, creating the UX wireframes, and otherwise crafting the full Out East story through mobile, web, email, social, and print) can be found on these screenshots, and it's a great representation of what I can do when a brand is just learning to find its voice.
What’s the big idea?
Every year, Thrillist takes over a hotel in one American city for a full weekend of parties. This most recent installment went down in New Orleans. Alongside a few sponsors, we throw a series of parties that rivaled some of New Orleans craziest events.
Okay, but did it work?
The challenge of an event this size it to write copy that resonates with a variety of different email recipients (press, B2B clients, and Thrillist readers alike). Pictured you'll find a few email invites, a banner driving to a post-even recap article, and a couple of printed handouts for exploring our party in New Orleans on-site.
What’s the big idea?
Here you'll find a collection of Instagram ads -- you know, those graphical little guys that show up in between your Insta stories -- all done for a range of clients from StreetEasy to Thrillist and beyond.
Okay, but did it work?
Instagram story ads live in a unique space where you need to combine Snapchat-style silliness with Instagram aesthetics and wrap it all up in a bow that is friendly to the advertiser (read: effectively selling what they want to sell). These accomplish that goal in unique ways.
What’s the big idea?
TGI Fridays and Thrillist teamed up for a weeklong, cobranded content campaign during Independence Day week, where all Thrillist articles that were about America were supported by these cobranded banners.
Okay, but did it work?
Imagine if someone tried to write text versions of those absurd patriot t-shirts you find at Wal-Mart. That's what I was going for.
What’s the big idea?
A cobranded content partnership with Tabasco highlighting summer meat recipes (get it?! chops), packed into an interactive quiz, a printed sampling insert, and accompanying branded banners -- Tabasco didn't have their own branded assets so we had to make them.
Okay, but did it work?
Because it blended clever logic for the quiz, taking into account customer experience, with more traditional web banners that show off Tabasco's key brand pitch (a bold-as-all-hell hot sauce).
What’s the big idea?
Corona's "Summer Up" campaign called for Summer-focused articles about road trips, patio drinking, and all the other ridiculous fun you get into in the warmer months.
Okay, but did it work?
The banner shown not only drives home the benefit of the articles (having summer fun) but does so by assigning double meaning to the pictures—come on, a beach is totally a swim-up bar when you think about it. Also pictured is a sampling insert given with a sweet custom coozy in random boxes of Jackthreads merch.
