Product & Campaign.

Selected work across tech, product launches, hospitality, entertainment, and consumer brands. The common thread is not category. It is turning a business problem into a line, a campaign, a voice, and a system people can actually use.

Killer Network · Brand Launch · Qualcomm Exit

Kill faster.

The world’s first network interface card built for online gamers. Brand, positioning, naming, packaging, web, advertising, channel, trade show, and TV, written, designed, and shipped end to end. Partnered with Blizzard on a commemorative World of Warcraft coin still collected today.

Warrior · Kill Faster

Mage · Kill Faster

Sniper · Kill Faster

The Body Copy · Campaign

Less lag. More frag.

The only network interface cards built for online gamers. Three ads, three character classes, three color-coded palettes, each escalating a verb stack into the same two-word punchline.

Zero to Qualcomm acquisition in three years.

Product marketing at its cleanest: turn technical differentiation into human motivation. The same challenge lives inside every AI, SaaS, and hardware launch today.

Traveler Guitar · Brand Platform · Registered Trademark · 15+ Years

The world’s most adventurous guitars.

A campaign system built around a promise: a Traveler goes where a regular guitar can’t. One tagline, one visual grammar, eight executions spanning campfires, subways, storm fronts, jungles, jetstreams, and the open road. Agency689 has been at the helm for a decade of steady growth.

Making Drummers Jealous · Redlands

The Road · Escape Mk III

Sonic Bloom · Forest

Hey Jungle · Vaibrant

Next Stop, Greatness · Transit

A Force of Nature · Storm

Flying Solo · Cockpit

Endless Strummer · Surf

The Body Copy · The Road

Willie couldn’t wait to get back on it.

For 25 years Traveler Guitar has made instruments that fit in tiny spaces, play with giant sound, and let you practice, play, or record wherever the road takes you.

The line became a registered trademark. Steady year-over-year growth for a decade.

A strong product line becomes a brand system when it is elastic enough to carry campaigns, commerce, and community.

Sunset Marquis · Brand System · Agency of Record Since 2004

A hideaway with a Grammy on the nightstand.

West Hollywood’s rock-and-roll hotel. Campaigns, web, print, OOH, email, in-room, plus the sub-brands the property runs underneath: Cavatina, LIVE@SunsetMarquis, Bar 1200, the Spa, the Morrison Gallery.

Yes, that beautiful · Gallery

Legendary Nights Begin at Sunset

Sure, it’s California · ACM

Unique. Even by Hollywood standards.

The Headline · Gallery

Yes, that beautiful.

Two words and a yes. The launch ad for the renovated suites: a hotel room framed like a museum painting, witnessed by a man in a bowler hat. Room tours, annotated by Magritte.

Cavatina · Restaurant

“Beauty in simplicity.” The restaurant in its own register. Chef Luis Morales. Garden-set. Menus, web, in-room dining, and private events written so the food sounds the way it tastes.

LIVE@SunsetMarquis · Concert Series

“For those about to rock, we put you on stage.” Named, branded, and written from the first show. Year one headlined Gary Clark Jr., the season before he won his first Grammys.

Visit the live site

Hotel Figueroa · Brand Book · Editorial Voice · DTLA Relaunch

To relate to artists, we must be artists.

Full brand identity and editorial system for the 1925 DTLA icon’s reopening as a luxury hotel for creative minds. Six brand pillars, mission, promise, vision, a logo system in two-color, metallic, and red, twelve Pantone palettes, the Blue Fig Leaf mark, and a complete Editorial Voice guide. Sixty-one pages, written end to end.

Open Brand Book →61 Pages

61-page brand book. Full editorial & identity system.

Brand voice as infrastructure: mission, pillars, visual language, editorial standards, collateral, and governance built to hold across a major relaunch.

Performance Marketing · Strategy · Email · Banner · Paid Social

Performance marketing.

For more than a decade, I have created the strategy and written the copy for multiple email, banner, and social campaigns every month across clients and vertical markets. The assignment changes. The discipline does not: find the offer, protect the voice, make the click worth earning, and turn attention into measurable revenue.

Banner & DisplayStrategy · Concepts · Copy

30%Lift in ROASSunset Marquis banners

$150KAverage revenue per emailSunset Marquis email program

The Discipline · Performance

Make the brand perform.

Performance marketing is not where brand voice goes to disappear. It is where strategy, timing, offer, and language have to work hardest together. Month after month. Channel after channel. With the numbers keeping score.

Email Campaigns$150K average per email

Social CampaignsAlways-on storytelling

A repeatable campaign engine that protects the brand and produces measurable returns.

Volume and voice do not have to trade places. The best performance systems create more chances to convert while making the brand more recognizable every time it shows up.

Clink Hostels · Website Copy · Brand Voice

Friends, not miles.

Full website copy and messaging architecture for an international hostel brand with properties in London, Amsterdam, Dublin, and beyond. Built the brand voice from the ground up, positioning Clink as the hostel for people who travel to connect, not just to arrive.

Tap to viewAmsterdam

The Brand Tagline · Copy

Measure your journey in friends, not miles.

The line that reframes what a hostel is for. Written as the core of a full brand voice system spanning homepage, property pages, groups, offers, and city guides across four European cities.

FileKeepers · Campaign · Brand & Rebrand

Space. The File Frontier.

Records management is not a sexy category. What people wake up excited about is the empty room. So we stopped selling the service and started selling what comes after it. Four rooms. Four characters. One log entry. One line.

Space · Room 1

Space · Room 2

Space · Room 3

Space · Room 4

The Insight · Strategy

Stop selling storage. Start selling possibility.

Businesses do not hire a records management company to store their files. They hire one to get their space back. The brief changed the moment we understood that.

5% YoY increase in new clients in targeted verticals. 4% overall.

The same problem many SaaS brands face: the feature may be operational, but the buyer is looking for a more useful future. The line is the bridge.

NAVIS · B2B SaaS · Hospitality Tech

The phone is mightier than the mouse.

Bend, Oregon’s hometown hospitality powerhouse. A full-page B2B campaign that made one argument to owners and revenue managers: the call still converts. NAVIS was acquired by Revinate in 2021.

GRM · Naming

Mightier · 46% vs 2%

Most powerful booking engine

Traffic doesn’t make reservations

The Idea · Naming

It’s not just data. It’s what you do with it.

One ad quietly renamed the category. NAVIS reframed CRM as GRM, Guest Relationship Management, and gave a software pitch a human center of gravity. Backed by a guaranteed ROI, or your money back.

Category leader in hospitality reservation sales. Acquired by Revinate in 2021.

The argument every category is having about AI right now: automate the human, or arm the human. NAVIS picked a side, proved it with data, and built a brand on it.