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abstract

With aggressive hiring goals and the desire to build an inclusive team, Abstract needed to define its employer brand and create a compelling story that would differentiate it from bigger players hiring top talent. I brought together leaders across People, Marketing, Design and the Executive team to create the team’s vision for employer brand. With the artifacts in place and the team aligned, I was ready to build an authentic story about the role inclusion plays in building a world-class design company.

This positioning came to life through stories on the company’s career page, employee-focused content strategy and press coverage on Inc.com. As a result, the team saw a 75% increase in unique views to Abstract’s career page, a 32% response rate on LinkedIn and Greenhouse quoted our story when extending an invite to its inclusion package. Abstract’s recruiting team was able to meet its hiring goals and do so inclusively, including a 6% increase in hiring women of color.

 
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earnest

In the wake of an acquisition, Earnest’s newly-minted CEO learned that her team was struggling with their identity, culture and purpose. As the second-largest provider of student loans, they were no longer a young start-up and they weren’t quite a publicly traded finance company either. They needed a better sense for their cultural identity outside of their parent company.

I learned about the gaps in employee communication by interviewing 40 employees on all levels of the organization. I built an internal communications strategy including templates and support guides to help the leadership team create consistent communication and elevated internal storytelling.

Then, I partnered with the CEO to launch a refreshed set of values. I developed a roll-out plan across two all companies meetings, architected departmental conversations and designed activities to support employee engagement and build relationships across the team. The teams reported feeling engaged, fully behind the new values and proud to work at Earnest.

 
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fait | nola

The brand story for FAIT | NOLA started with the question of what our store would be. With local retail competing with lifestyle events in the Big Easy, launching a traditional brick-and-mortar plant store didn’t seem quite right. Why not explore a mobile concept that would allow us to be a strong partner and draw customers to existing businesses using our social media and storytelling savvy?

I co-founded FAIT | NOLA, New Orleans’ first mobile plant store and solarium, to bring plants and workshops to the community. From idea to launch, I developed the brand identity through our story and brand positioning, visual identity for the truck and website, and our press and media relations through launch.

FAIT launched with great local fanfare, including broadcast and print press coverage in WGNO, the New Orleans Advocate, New Orleans Home and Lifestyle Magazine and CUE Magazine. These stories have propelled FAIT forward to become one of New Orleans most celebrated local brands.