Naming & Branding

retail

While part of Macy’s national advertising team, I came up with the name for Macy’s off-price division, Macy’s Backstage, launched in 2015.

esports

Named and helped brand the esports consulting and marketing firm Player 2.

Composed their strategic branding plan for NBA star Jeremy Lin’s esports venture with China’s Vici Gaming.

advanced manufacturing

Partnering with creative shop HD Made, I named and helped brand an advanced manufacturing organization for the New York City Economic Development Corporation.

Their mission: execute a comprehensive strategy to support growth in the advanced manufacturing sector across the five boroughs — a key component of New York City’s Industrial Action Plan.

Along with the name, Futureworks NYC, I also composed the organization’s tagline: “Advanced manufacturing. Advanced opportunity.”

OTHER PROJECTS

Recently retained by leading media outlet The Daily Beast to help them name and brand a forthcoming arts and culture section.