Founded by two college best friends from Mexico City, Milagro Tequila needed help to create & execute a brand strategy that would introduce the new tequila to the United States. The strategy included alternative promotions at the grass roots level, as well as, more traditional vehicles including: print advertising, website, in-store POP and sales materials, plus all product photography was done in-house.

At the heart of the introductory campaign was a fictitious, yet playful brand story around the name itself “Leyenda del Milagro” which translates to “Legend of the Miracle”. The brand quickly caught on in the U.S. and was acquired by William Grant & Sons. Milagro Tequila is currently the 10th best selling tequila brand in the world.

PROJECT WORK

• Creation & Brand Development
• Packaging Design
• Website DesignStrategic Marketing Plan Creation
• Product Photography
• Development of Sales Materials
• Grass Roots Events

During a period of early stagnant growth, The Boston Beer Company (makers of Samuel Adams Boston Lager) needed some help on their Twisted Tea® hard iced tea line of products. As part of a complete brand evaluation, product repositioning & packaging redesign, creative explorations were created for targeted focus groups, and then design campaigns executed based on audience feedback.

The repositioning was a huge success by connecting & expanding to new target markets. At $1 billion in annual revenue, Twisted Tea has become the #1 selling flavored malt beverage in the world, and outsells their flagship Sam Adams Boston Lager.

PROJECT WORK

• Test Market Print Designs
• Billboard Campaign
• Radio Ads
• Packaging Design
• Website Design
• New SKU (in the form of a 24 oz. can)
• Multi-city Summer Tour Planning & Execution
• 3D illustration

The fast growing Wibby Brewing in Longmont, CO was not only looking to upgrade their current marketing creative, but also find new avenues for placement to attract new customers to their lively taproom and purchase the eye-catching Wibby cans.

PROJECT WORK

• Brand Positioning Workshop
• Advertising Campaign Creation
• Marketing Plan Development
• Media Placement Recommendations
• Design & Produce Print Materials
• Social Media Content Creation
• Advertising & Event Photography

Modern Fidelity, founded in 2019 as a startup by a savvy business veteran with decades of audio industry experience. They had designed an amazing wireless lifestyle speaker with an iconic design & truly astonishing sound, but needed help with other aspects of the business.

Pitching in creatively from the ground floor was key in building a name & brand that would attract companies like Jay Z’s Roc Nation who became a major partner in 2020.

PROJECT WORK

• Brand Development Workshop
• Naming, Logo & Identity Creation
• Presentation Deck Design
• Copywriting & Editing
• Website Design & Squarespace Build-out
• Product Photography
• Sound Design & Setup at Jay-Z & Beyonce’s Roc Nation Grammy Brunch

With 20+ years industrial design experience building high fidelity audio components, I founded Heinsenfolg in 2019 as a leisure-time creative outlet. Heinsenfolg creates & manufactures beautifully bodacious objets d’art designed to enhance a lifetime of memorable experiences. Products include: bespoke amplified lifestyle speakers with “high fidelitude,” cool backyard & table games reimagined for hot seasonal splendor, and sublime old-fashioned glasses gilded with 22 karat gold retro-chic superfluousness. Heinsenfolg.com

PROJECT WORK

• Concept Research & Creation
• Naming, Logo & Brand Development
• Product Design & Prototyping
• Manufacturing Partner Sourcing
• Website Design & Squarespace Store Build-out
• Blog Content Creation
• Print, Email, Online Design & Production
• Sales & Marketing
• Product Photography
• 3D illustration

After creating BrüFrou in 2014, my partner & I grew the event to be the largest craft beer + culinary pairing event in the country. The expanded & renamed BrüFrou FEST, featured 120 local brewers & top chefs collaborating on over 80 unique pairings. For 5 years, BrüFrou FEST's "best in class" approach excited the epicurean senses of nearly 10,000 ticketed attendees. In its last year, we added music to the mix with national bands from coast to coast including: The Mowgli's, Zach Deputy, Horseshoes & Hand Grenades, plus a handful of local artists.

PROJECT WORK

• Concept Research & Creation
• Naming, Logo & Brand Development
• Website Design & Squarespace Build-out
• Designed Custom Database
• Chef + Brewer Partner Outreach & Pairing Curation
• Setup & Oversight of Ticketing System
• Strategic Marketing Plan Creation
• Advertising & Blog Photo/videography
• Sponsorship Sales & Marketing
• Blog Content Creation
• Print, Email, Online, Radio, Outdoor Advertising Design & Production
• Music Booking & Audio Production
• Event Day Planning, Setup & Logistics
• Created & Managed Brewer + Chef Speaker Series

Working in concert with Cisco staff, and part of the core event team, I helped produce 20 Cisco executive conferences. Below is an overview of the 3 main gatherings and the tasks in my purview.

Executive Symposium at Cisco Live! (10x)
The annual event provides a meaningful opportunity for 125 North American FORTUNE 1000 CIOs at Cisco’s largest annual IT and communications conference. Participants huddle with the Cisco executive team and peers around the technology solutions & imperatives of today’s rapidly changing global economy.

Cisco CIO Summit (8x)
Created for a select group of 100 Global FORTUNE 500 CIOs from across the world, the annual event connects industry leaders through a series of interactive discussions and problem-solving workshops. The sessions are designed to foster conversations around the intersection of business & technology.

Cisco CIO•CEO Leadership Council (2x)
Bringing together 75 CEOs from Global Fortune 250 companies, along with their CIOs, the biennial event is rich with opportunities to collaborate and discuss the most timely and transformative issues facing today's leaders.

PROJECT WORK

• Naming, Logo & Brand Development
• Led marketing & audience acquisition team
• Onsite customer & executive relations
• Designed & produced event brochures
• Created new multi-functional event system which integrated lead generation, customer outreach & executive relations.
• Led development team to build online database which is still currently the centerpiece for this event system utilized by global sales teams, event stakeholders, and Cisco customers from over 80 countries.
• Event Photo/videography
• Designed & produced onsite materials

Equinix Global Sales Kickoff
The annual 600 person event gathered Equinix's executive team & top performing sales teams from around the globe. Team members were culled from the Americas, EMEA & APAC regions to experience main stage speakers, team huddles & educational team-building games & exercises that focused on cross-regional learnings. Working in concert with the core event & marketing teams, we developed these exceptional gatherings over a 3 year period.

Equinix Analyst Day, NYC
One day event designed to educate & inform 200 investors & analysts about Equinix’s successful ecosystem strategy and what ensures Equinix’s customers loyalty. We developed various kinds of attendee interactions to engage the investor & analyst audience including: interactive kiosks, main stage programatic sessions & one-on-one breakouts.

PROJECT WORK

• Outreach & audience acquisition team
• Developed special interactive sessions
• Created custom brainstorming & team-building games
• Onsite executive relations
• Designed & produced onsite materials
• Contributed to set design
• Produced content (including 3D illustrations/animations) for interactive kiosks