Aligning Brand, Experience, and Growth Across 26 Service Markets

This was a brand-strategy engagement focused on clarifying positioning, alignment, and growth across a multi-brand home-services platform. My work spanned competitive analysis, stakeholder interviews, and customer research to surface shared tensions across HVAC, plumbing, and electrical services, particularly around trust, consistency, and scale. The outcome was a more cohesive brand strategy designed to support acquisition, integration, and long-term growth while respecting the equity of local operating brands.

What I did:

• Stakeholder Interviews

• Competitive & Category Analysis

• Brand Positioning & Risk Assessment 

• Research Backed Customer Profiles & Journey Maps

• Brand Strategy Workshops

• Mission, Vision, Pillars 

• Voice & Tone

• Communications Frameworks

Aligning Brand, Naming, and Experience for a Direct-to-Consumer Subscription Model

A brand and experience design engagement that required close integration of brand and digital strategy to support in-store and delivery operations. My team and I partnered with key stakeholders to define the strategy and identity for a new sub-brand, spanning naming, brand foundations, and the digital storefront experience. The result was a sub-brand that extended the core offering with new services while remaining clearly connected to the parent brand’s legacy and commitment to audio excellence.

What I did:

• Brand Strategy Workshops

• Competitive Analysis

• Naming & Brand Architecture

• Brand Positioning 

• Brand Profiles & Journey Maps

• Brand Stylescapes

• UX Strategy

Driving Volunteerism and Donations Through Strategic Brand Activation

This was a brand evolution centered on clarifying the nonprofit’s mission and aligning its brand strategy and principles with the intent of its digital experience. The work focused on strengthening emotional resonance with the organization’s community while more clearly inviting participation through volunteering and giving. The outcome was a refreshed website and content system designed to better communicate purpose, inspire action, and support the organization’s long-term mission and strategy.

What I did:

• Brand Strategy Workshops

• Brand Profiles & Journey Maps

• Mission & Vision 

• Brand Positioning 

• Design Sprints

• UX Strategy