Use Cases

The work, in the wild.

Selected work shown where it actually lives. Real client work and concept visualizations are labeled honestly.

Vivint · Internal Communications

Situation: When I joined Field Operations, there was no delivery strategy at all — and the language was wrong for the audience. HR documents, SOPs, and VP updates were written in corporate language for 5,000+ blue-collar field techs. Nothing was landing.
Goal and Audience: Build the communications function from zero for two totally different audiences — the home office and the field — so the same core leadership message landed clearly with each. I built a distinct field audience persona, separate from the corporate one.
Approach: I designed the audience and channel architecture first — who needs what, where — then built the cadence: decks, one-pagers, toolkits, and visuals, every piece built personally, by hand.
Results: A working, trusted communications system in 60 days, reaching 5,000+ field employees with clear, consistent messaging.
How to Replicate: Start with the audience, not the message. Build the persona, adapt the core message for each audience without distorting it, then build the rhythm that carries it.

Executive Messaging

What it shows: How I shape the same core message for decision-makers — the executive version of the cascade, built to arrive intact.

Vivint · Internal Communications

Situation: The field needed the same leadership message translated for how techs actually work — not the corporate version forwarded down.
What I built: Field-ready guidance from the same core message — toolkits and visuals designed for the job site, not the inbox.
Results: One message, clear at every level — no distortion between the VP’s vision and the tech’s Tuesday morning.

Concept visualization Printed deck slides and brand swatches in a warm flat-lay

Brass Depot · Brand & Digital

Situation: Brass Depot was creating the first dropshipping ecommerce platform for firearm dealers in California. There was no precedent and no playbook — and a regulated process to get exactly right.
Goal and Audience: Define the strategy, plan, processes, branding, and communication for a platform that had never existed — working directly with dropshippers, developers, brands, and platforms.
Approach: I helped set the strategy and plan for creating, formulating, branding, and communicating the process and platform — including legal research, regulated-process strategy, brand initiatives, and communications initiatives — connecting every platform into one polished, modern, cohesive experience.
Results: A polished, modern, eye-catching experience that flowed coherently — strategy, brand, and communication built from the ground up.
How to Replicate: When there is no playbook, build the system first: research the constraints, map the process, lock the brand, then communicate it the same way to every stakeholder.

Executive Messaging

What it shows: Before anything ships, human judgment. I pressure-test the message the way an executive would read it — then it goes out.

Hope City · Impact Storytelling

Situation: Hope City’s messaging had no strategy or plan. Business investments and initiatives were wasting money and creating a mess.
Goal and Audience: Streamline how the organization worked — starting with the intake process for events and designs — and build a marketing and strategy foundation the team could actually run.
Approach: I streamlined their intake process for events and designs, then built 5-year and 10-year marketing and strategy plans that layered onto their budget and initiatives year over year. I also created a communications strategy their office admin could seamlessly manage and output content from.
Results: Up to $15,000 saved each year in wasted funds — and a communications operation the existing team could run on their own.
How to Replicate: Fix the intake before the messaging. Build the plan against the real budget, in layers, so each year compounds — and design the system so the people already in the room can run it.

Have a message every audience needs to hear?

Leadership and I partner to create messaging that lands — clearly, at every level.