Brand builder.
Creative catalyst.
Team multiplier.

01

eBay

Consumer · Ecommerce · Brand and content

Making eBay cool again.

I brought millennial and Gen Z enthusiasts back to eBay. Leading an in-house team and a social agency I selected, I launched vertical channels for sneakers, watches and trading cards, and relaunched Motors. As ECD, I led all creative for Authenticity Guarantee, from identity to national broadcast.

YouTube Works Award · Shorty Gold · One Show Shortlist

02

Palo Alto Networks

Enterprise · Cybersecurity · Rebrand

Repositioning a single-product company as an enterprise security leader.

Palo Alto Networks was known for its firewall, but the company was poised to launch an end-to-end enterprise security platform that would change the market. I developed the full brand strategy, from primary research and interviews to whitespace and positioning, and led creative direction for a new brand expression across every customer touchpoint.

Positioning approved by founders and executive team

03

University of Phoenix

Education · Consumer · Rebrand

Transforming one of higher education's most polarizing brands.

I led brand transformation and activation for a university with 425,000 students and a trust problem. Working with a brand strategy firm, I gained the endorsement of the board chair and assembled a hybrid team of in-house talent and freelancers to redesign the logo and all student- and faculty-facing brand expression, including signage, marketing and online education experiences. We rebuilt credibility while keeping the heritage worth saving, then activated the brand across 300 campuses. The rebrand won a REBRAND award, an honor usually won by agencies.

REBRAND Award of Distinction · Top 25 Global Rebrands

04

Java · Sun Microsystems

Technology · Ingredient brand · Identity

Turning a developer technology into a consumer brand.

Java ran inside billions of devices, but consumers had never heard of it. Our brand strategy was to position Java as the ingredient brand behind premium digital experiences. That included redesigning its iconic logo, validated with developers, consumers and IT buyers, and carrying it across a partner ecosystem of phones, PCs, games and devices.