AWS
Brand System Voice & Tone
AWS, it had long outgrown its startup roots—but its voice hadn’t evolved with intention. Without a clear standard, the work had drifted into something safe, wordy, and often hard to follow. It sounded like enterprise software, not like the builders it was meant for.
I led a research phase—auditing existing work, analyzing competitors, and talking to teams across the business—to understand what was working and where we’d lost our edge. A full repositioning wasn’t the goal. The opportunity was to get back to something truer: a voice that felt clear, direct, and unmistakably AWS—grounded enough to be credible, and simple enough for teams to actually use.
Creative Direction—Brand Voice, Copy, Creative strategy
AWS
AI marketing
AI marketing was one example of how we applied our brand refresh to a segment of the business that had its own distinct needs and challenges. Staying under the umbrella of the core brand voice, we developed a copy direction that leaned into the creative confidence principle, aiming to stand out and be bold in the suddenly saturated AI landscape.
We delivered a creative guide which included visual and verbal direction and copy examples that teams could copy and paste into their campaigns.
Creative Direction—Brand Voice, Copy, Creative strategy
STARBUCKS
Sustainability
Starbucks teams across the globe had been developing work ranging from brand level messaging to local store signage, without a holistic creative vision. Our job was to develop guidelines that would help create consistency throughout the broad range of campaigns and messages. Our visual approach was contemporary, optimistic and inviting. Our voice was respectful, optimistic and human—with specific guidance to help avoid messaging that could mislead the customer or be seen as greenwashing.
Creative Direction—Brand Voice, Creative strategy, Copy, Visual Direction
STARBUCKS
Social media
After years of lo-fi content on our channels, a new leader stepped in and had a more sophisticated vision. This was a challenge for many teams who built the social platforms from scratch over the years and believed in the original creative approach. My job was to develop a creative direction that both teams could get behind. I aimed to capture the best of both ideologies—elevating the fidelity and polish of our creative, without losing the real world settings and human touch.
Creative Direction—Brand Voice, Creative Strategy, Copy, Art Direction, Video Direction
STARBUCKS
Frappuccino
Not a formal brand overhaul, but an evolution that took shape over time—refined post by post as we honed in on the Frappuccino personality and what truly resonated with customers. Grounded in performance insights and social listening, we iterated continuously, letting real-time feedback shape the work. The result is a brand that feels confidently quirkier and more playful, while still holding onto the attention to detail and sense of sophistication that defines Starbucks.
Creative Direction—Brand Voice, Copy, Art Direction, Video Direction
