Work

Four internal AI tools, built on parental leave

A live interactive knowledge base, a quote calculator, a proposal builder and a full-funnel campaign dashboard.

Raising $1.5M, with a ten-episode podcast

A RUV, a Wefunder community round and direct investor relations, run as a marketing campaign: a ten-episode original podcast repurposed across the funnel, and a live campaign dashboard underneath it.

Lifecycle marketing and the bottle-return loyalty programme

Email, SMS and in-app lifecycle built around the return loop, with a loyalty programme that rewards bringing the bottle back. This is what turns a station install into recurring behaviour.

Designing the bottle cap

In-person research with manufacturing and construction workers on how a cap gets used with gloved hands, on a work bench, mid-shift. The findings became the brief for industrial product designer Joel Williams.

The end-user experience, across the station and the app

UX and UI across the retail experience, the station kiosk, the mobile app and the corporate portal dashboard, built with Brandcave and Innostax.

Designing the station with the people who use it

User-centred design on the hardware and the on-station screens, run with Kadeya’s internal engineering team, starting from a blank sheet of paper on site.

Repositioning the company and building the demand engine

300% more inbound, 10× organic traffic, 200%+ conversion, and a $32M inbound pipeline in 12 months.

Q4 plan for an eight figure brand

Strategy, channel mix and tactics for Q4, built on consumer insight. It beat forecast by 20%.

Finding the customers a founder-led brand didn’t know it had

Segmented surveys and one-to-one interviews for a creator-founded apparel brand built by a YouTuber with 6M+ subscribers. Surfaced a whole segment buying outside the founder’s audience, and reset segmentation and targeting.

Paid ad creative for a gamer wellness brand

Ad creative and copy for a brand selling DTC and through 800+ Best Buy locations.

A healing arts centre’s worst month to its best

836 new clients, average service value from ~$90 to ~$120, +18% year on year, starting from the worst month in the business’s ten-year history.

Hyundai, Terra Kaffe, Similarweb, Nestig, Shark, Onsen

Brand collaborations across YouTube, TikTok, Instagram and LinkedIn. The Hyundai films have passed 1.5M organic views; Similarweb passed 1M on TikTok and 265K on Instagram.

Faceless UGC library

Handbags, footwear, furniture, home appliances and lifestyle, produced for brands to run on their own channels. Millions of views across the set.

Terra Kaffe: 7.2M views on one video

A funny, deliberately controversial setup video, then a follow-on series off the argument in the comments.

475 creators from zero

Seven figures in revenue at 20×+ ROI, ~90% gifting-to-organic-post conversion, and an affiliate stack that evolved from commission codes to tracked links to revenue share.

Artist collaborations and short films

Amber Vittoria on product and packaging. Amanda Edwards, a Flint artist, on a collaboration and a short film. ADIFF on design activism, written up by the CFDA.

Retail, partnerships and popups

23+ stores in 10 states. Madewell, Anthropologie, Shopbop, Ace Hotels. Partnerships and activations with Nordstrom, Shinola, Vans, Shopify, Hyundai, the State of Michigan, the Detroit Pistons, and a Don Julio Casa Primavera popup.

‘The Future is Made in Flint’ out-of-home campaign

Posters wheatpasted onto boarded-up buildings across Flint, holiday 2019. Real customers’ faces on the plywood over empty storefronts, in a city that had become national shorthand for failure.

Making glasses in Flint

Injection moulding, post-processing, assembly and lens fitting inside a 188-mile radius, with a workforce trained from scratch.