Index — Selected Work
Content that shines — ten projects across museums, media, and technology where research, storytelling, and game design grew real audiences.
Steward one brand vision — identity, voice, and a play-and-win design language — across products and partner campaigns.
A flexible system 30+ brands plug into without losing their own identity.
Turn December shopping into a daily habit with a 24-day play-and-win calendar built into checkout.
+41% December revenue across partner stores.
A spin-to-win refund game tied to live sports triggers — full price, real stakes, protected margin.
18.25X ROAS and 57% higher average order value.
Communicate updated COVID-19 safety procedures clearly and on-brand, onsite and online.
Visual Communications Silver Award, Ohio Museums Association, 2020.
Launch a brand presence on TikTok to grow awareness with new audiences.
12M viewers in a year and 645K likes, with press and wide word of mouth.
Announce a brand's centennial through educational content people would actually engage with.
A branded vehicle, original game, and free publication that reached every ZIP code in the county, with broad press.
Frame accessible, engaging content for a tour-based museum chatbot.
Launch announced in the New York Times; visitors praised the accessible tone.
Connect digital users to heritage sites through an interactive game on Instagram and TikTok.
Hundreds of dedicated players and a +11% lift in post engagement.
Use augmented reality to invite users to “collaborate” with an artist in a playful, hands-on way.
Thousands of users; Webby-nominated.
Website content that balanced what the museum wanted with what audiences needed, while holding brand standards and usability.
Views up 200% within a year; users reported higher usability and appeal.
Play-and-win mini-games I art-direct at PlayAbly — each built around a brand’s voice, its product, and a genuine reason for a shopper to play. A selection:
Goal. Help a heritage-rooted baby & apparel brand welcome a national audience without diluting what made it distinct.
Result. Interview-driven recommendations and three buyer personas that reframed the homepage and split landing pages for new parents versus gift-givers.
Goal. Untangle a homepage carrying too many messages so first-time visitors understood the offer in seconds.
Result. A moderated-test plan centering social proof, real video over stills, and a single clear hero promise.
Goal. Move a spec-heavy site toward benefit-led storytelling and a calmer, more trustworthy path to purchase.
Result. Three takeaways — lead with benefits, make it scannable, project authority — plus a phased replatforming roadmap.
Goal. Reach a younger audience for an established brand through mid-and-micro creators.
Result. 30 creators secured from 1,100 approached, with a UGC-as-paid strategy targeting 100K impressions.
Goal. Convert a one-time-heavy customer base into subscribers with data-driven design and gamification.
Result. Two research-backed personas and a segment analysis pinpointing the 25–44 core and subscription upside, feeding website and game recommendations.