My Work
My Work
My team’s creative takes priority over my own. I spend almost all my time soundboarding and editing with them, raising up their work and shaping their career paths with all my energy, one week at a time. Along the way, I’ve been lucky enough to get a couple of brand narratives into the bloodstream. Here’s a few of my favorites.
Noosa
No Ordinary Yoghurt
In 201X, Noosa was the velvety-smooth, indulgent whole-milk yogurt no one had ever heard of. Between a ridiculously delicious product, a standout aesthetic, and a case of perfect timing—it came of age just as consumers were beginning to stray from Greek austerity toward full-fat options—it couldn’t lose.
Not long after the brand’s acquisition, we were put in review. While we ultimately lost that last-ditch pitch, it was for that pitch I developed the “No Ordinary” positioning that is still the brand’s platform today. (Literally, today: I walked by a sampling truck two hours ago.)
What I Did: Tagline
Sir Kensington’s
Condiments with Character
Once upon a time, Sir Kensington’s was an upstart ketchup brand giving Heinz a well-deserved hard time over high fructose corn syrup and other iffy ingredients.
In 201X, shortly before its acquisition by Unilever (see a theme here?), we worked with the Sir Kensington’s team on a strategic foundations exercise for the brand. In the course of that exercise that I landed “Condiments with Character,” a reference to both the brand figurehead and its recipe integrity. Initially an internal insight, it would go on to become a consumer-facing platform in continuous use today on packaging, sampling vehicles, social, and swag.
What I Did: Tagline, copywriting, editing, managed writing team
Visible
It’s Phone Service. In an App.
In 2018 Verizon began to unveil Visible, a company designed with Verizon resource (but without Verizon baggage) to challenge business and brand trends in telco. Over the course of months, a Madwell team of dozens rallied to round out Pentagram’s initial logotype, develop an ownable voice, and prepare the brand to scale.
While I’m proud to credit my writers with with big, beautiful bulk of the brand work, I’m also proud to have chipped in a big little piece along the way: the tagline. Blunt and simple, it backs up the chill, clear directness of the brand voice while answering the first question everyone would have: “What even is this?”
I was also thrilled to see a pitch script come to fruition.
What I Did: Tagline, initial pitch concepting & scripting, managed writing team
Handsome Brook Farm
Better Eggs, Better Everything Else
What sets pasture-raised eggs apart from cage free or free range is the 108 square feet of rolling fields to which hens have access. Handsome Brook Farm makes pasture-raised work at scale through its partnership with small family farms. The business model ultimately means better, local eggs for more consumers and a profitable route to market for smaller farms.
Throughout our rebrand for Handsome Brook, the connection between pasture to plate was key. A better egg is more than a better egg; everything that comes of it—scrambles, quiches, cakes, sauces—is better for it, too.
What I Did: Tagline, editing, managed writing team