Portfolio

Challenge

With the arrival of a new Chief Marketing Officer, came a new set of eyes and ideas of how we want to evolve the brand. We started evaluating and testing how all elements of our current brand were being received. This initial discovery indicated we had lots of gaps in our existing brand and lack of consistency across our brand elements. We began strategizing an entire brand refresh to address these challenges and continue to evolve our brand.

Solution

• Conducted a multi-pronged research plan and cross-compared findings: audit of existing brand elements, stakeholder peer interviews, external A/B/C/D testing, and market research.

• Design multiple avenues based on research findings and shared with CMO and other leadership.

• Iterate, iterate, iterate until signed off by leadership.

• Launched company communication announcements.
• Continued to test brand redesign through A/B testing and focus groups.

Challenge

The Brand Team decided to shift from our licensed typeface (also used by other brands), with a custom-designed typeface that better showcases the Twilio brand and makes it a differentiator within the tech space. Once the project was completed, a massive rollout across all brand properties was required.

Solution

• Conducted an audit of where the typeface would need to be updated and created a rollout prioritization list.
• Scheduled roadshows with teams to discuss the rollout and worked cross-departmentally to update various assets.
• Hosted a cross-departmental guidelines webinar.
• Project managed individual projects where our team needed to update assets.
• Planned, wrote, and launched company communication announcements.

Challenge

As we continue to evolve our brand system, our team spent months researching and brainstorming ideas for our company’s new brand attributes that best represent our brand to customers. Once we came up with those answers, we needed to beta test them and see how they resonated with employees who regularly interact with the brand.

Solution

• Set up (2) week-long workshops with stakeholders from various teams who regularly interact with the brand.
• Designed workshop exercises to educate the new attributes to attendees and give them the opportunity to interact with the new attributes and use them in an application.
• Created, distributed, and reviewed post-workshop survey responses to learn about impressions of the new attributes.
• Based on findings, provided recommendation to team and senior-level management on pathway forward.

Challenge

Due to Covid-19 and mass gathering restrictions, CPW had to adjust their annual in-person event to virtual, while still trying to find ways to make the event engaging and offer networking opportunities. 

Solution

• Worked closely with CPW team to determine goals of annual fundraiser event and how to translate to virtual.
• Created engaging virtual fundraiser that including a content-relevant animation, nationally recognized keynote speaker followed by a panel with local community leaders, and concluding with DJ entertainment with live polling and Q&A.
• Partnered with local restaurants & breweries to provide discount codes for attendees to redeem.

Challenge

Due to the 2,000+ attendance at RED 2020, EEG needed to figure out ways to create identical experiences for guests across several hotel properties. 

Solution

• Worked closely with EEG team members to match attendee experiences at each hotel property.
• Created program of offsite events to unite attendees.
• Communicated logistical adjustments in real time to all hotel property leads.

Challenge

After acquiring a company in late 2017, ESO needed to extend their annual user conference to accommodate a much larger customer base (2,000 customers vs 10,000 customers) while retaining branding of both companies.

Solutions

• Expanded conference from two days to four to accommodate scale of base and to deliver new training focused content.
• Aggressively targeted sponsorships to reduce conference overhead.
• Presented a dual-branded approach to keep the look and feel of both companies so attendees felt welcomed and included.

Challenge

ESO hosts multiple user conferences across the U.S. to showcase upcoming products, thought leadership and case studies. However, each conference needs to be regionally-specific and tailored to the needs of the area.

Solution

• Segmented regional user groups by vertical (healthcare and emergency response industries) to encourage more attendance with targeted content.
• Leveraged local super-users to present hands-on training and case studies.
• Engaged with local sales manager to identify interest areas for more robust content planning.

Challenge

Art City Austin is the oldest and largest running art festival within the city. However, each year they must compete with other events, a revolving door of volunteers and limited financial resources.

Solution

• Spearheaded sponsorship efforts – received major donations from HEB, Tito’s Vodka and Brown Distributing to offset costs.
• Provided volunteers ownership of their areas to increase engagement and continued interest in working with Art City Austin.
• Partnered with media sponsors to keep Art City Austin top-of-mind for Austinites. 

Challenge

The Do Gooder Games is the largest fundraiser benefiting the YNPN Austin Chapter. Revenue from the Do Gooder Games is imperative for the financial stability and success of the organization.

Solution

• Secured event sponsorships from FUN Auctions, Tito’s Vodka and Verb to generate revenue.
• Directed outreach and received in-kind donations from local vendors such as Kendra Scott Jewelry and Alamo Drafthouse Cinema to offset event costs.
• Managed and trained volunteers to assist with onsite execution.