Role: Creative Director, Purpose// Led and managed: campaign scoping (budgets, staffing, scenario planning, etc.), campaign strategy (messaging architecture, partner and distribution strategy and toolkits), campaign design and content creation (leading the core team of 8 + external vendors and 75+ artists)
Context: 2015 was a critical year for international agreements on climate. It was the time to bring more people into the conversation through a positive narrative that highlighted the amazing solutions to climate change that we already have, and demonstrate that a wide section of the population is awaiting further action on climate and wants to see these solutions widely accelerated and adopted.
On Earth Day 2015 Purpose's Climate Lab, Here Now, created an ownerless social media campaign where we worked with over 200 partners across business, media, arts and entertainment to flood the internet with the message that climate change is real, and so are the solutions to address it.
Client: Ikea Foundation
Project: Campaign Concept and Strategic Frame / 75+ Pieces of Original Video and Static Content / Partner Strategy, Social Media and Content Distribution / Website Design and Build
Awards: Nomination for a Shorty Award
Credits: Core team members included Jessica Lauretti, Brian Lightbody, Iris Andrews, Sarah Stern, Marie-Marguerite Sabongui, Tara McGowan, Kim Caceido and Maddie Dai
Role: Creative Director, Purpose// Led and managed the project scoping (budgets, staffing, scenario planning, etc.), organizational strategy and design (political organizing strategy, digital and content strategy), branding (naming, identity, voice/ narrative, etc. for core brand + 4 sub-brands), digital platform and experience (strategy, ux, visual design for core website + campaign sites)
Context: Purpose worked with former Mayor Bloomberg’s Mayors Against Illegal Guns and Moms Demand Action team to build a grassroots movement for gun safety–– Everytown for Gun Safety. The experience had to highlight the problem of everyday gun violence and bring the issue closer to home for millions of Americans. Purpose was uniquely positioned, as movement builders and storytellers, to make that happen.
Client: Bloomberg Philanthropies
Project: Movement Strategy / Brand Identities / Websites and Experiences / Multi-Media Campaigns / Infographic Series / Social Graphics
Press: A transcript from my live-chat Q&A with Fast Company in Co. Design's Innovation by Design Issue, 2014
Credits: Purpose worked with Everytown for Gun Safety as their strategic consultancy and digital agency in developing the core movement. Core members included Jeremy Heimans, Ben Chase, Wheeler Preddy, Joseph Ingram, Simon Duncan-Watt, Jessica Lauretti, Lauren Rodman, Erika Johanssan, Guyang Chen, Erin Gore, Sarah Kennedy, Sunil Kinsara, Mat McDermid
The Syria Campaign is an incubation of Purpose and a growing movement for Syria. It is built to capture the attention of the public and demand more from our global leaders in government, institutions and the media. We developed the organization to have focus on campaigns that deliver real impact for Syrians in the country, and around the world. We're building a massive global constituency so when the time comes, we have the power to get all the parties to the negotiating table and find a way forward for a free and peaceful future for Syria.
Project: Movement Strategy / Brand Identities / Websites and Experiences / Multi-Media Campaigns / Info and Social Graphics
Role: Creative Director, Purpose
Role: Creative Director, Purpose// Led and managed: project scoping (budgets, staffing, scenario planning, etc.), organizational arm (ACLU Action) + multiple rapid response and flagship campaign's strategy, campaign design and content creation and distribution
Context: Purpose worked with the ACLU on reshaping the their brand, tone of voice and kinds of work the organization is known for, with the goal of establishing a participation-style model that could leverage public interest and cultural shifts. From online petitions to viral videos, the creative work has been tailor-made for public engagement under the new name: ACLU Action
Client: American Civil Liberties Union
Projects: Movement Strategy and Brand / Rapid Response Campaign and Viral Videos / Campaign Identities, Digital Experiences and Social Graphics / Disruptive Print Campaigns
Role: Creative Director, Purpose// Led and managed: project scoping (budgets, staffing, scenario planning, etc.), campaign strategy and design (research and insights, on and offline strategy and content development), branding (naming, identity, voice/ narrative), digital platform and experience + offline interactive exhibit (ux/ implementation, including creative direction + sourcing and managing vendors and partners, etc.)
Context: Workshift is a national campaign dedicated to building an America where all jobs are good jobs. Supported by the Rockefeller Foundation and Purpose, Workshift is talking to Americans across the country about the impact that good jobs can have on their lives. Together, we’re building a renewed vision for good jobs that work for people, businesses and communities.
Client: Rockefeller Foundation
Project: Campaign Concept and Strategy / Naming and Branding / Video and Static Content / Traveling Interactive Art Installation / Partner Strategy, Social Media and Content Distribution / Website Design and Build
Credits: Core team members included Galit Gun (Sr. Strategy Director), Megan Anhalt (Strategy Director), Jessica Lauretti (Content Director), Rebecca Hume (Art Director/ Creative Lead), Becca Greene (Copywriter), David Chernicoff (Sr. Strategist), Kim Caceido (Sr. Designer), Maddie Dai (Illustrator and Designer), Maggie Aker (Project Manager), Jamie-Jin Lewis (Strategist)
Foodstand is a new venture of Purpose, designed as a consumer-driven movement and social enterprise to remake the food system. We aim to leverage the powerful consumer demand to fix the broken food system by first helping people reconnect with their food. I’ve had the pleasure of working on Foodstand before it was even named–– supporting the strategic process and, in close collaboration with the core team, developing the name and brand, and designing UX, UI and visual design for the app and desktop experience.
Role: Creative Director, Purpose
Credits: Rachna Govani, Foodstand Co-Founder / Wheeler Preddy, Art Director / Jeremy Heimans, Purpose CEO / Udi Falkston, Head of Development / Simian Jaising, Head of Community / All them beta users!
Peers is an incubation co-founded at Purpose with Airbnb. It works towards making the sharing economy a better work opportunity, by making it easier for workers to find, compare and manage work in the sharing economy. We believe the future of work will include a portfolio of income streams that give workers more choice in how they earn what they need, so they can build their work around their life, not their life around their work.\
Project: Movement Strategy / Brand Identities / Website / Info and Social Graphics
Role: Creative Director
No-Look Portraits is an illustration series featuring friends, influences and the often random selection of individuals I meet along the way. Stay still, I'm going to draw you all...
Filmmaker: 7 Minute Coffee Break | 16mm Film, 2006
Written as an homage to “the library scene” of the film Wet Hot American Summer, this film has been referred to as “Wet Hot American Office.” 7 Minute Coffee Break is a 1 minute short film that was screened at the London Film Festival in 2006.