For a project spanning seven years, I worked directly with the founders and internal stakeholders at ethical bedding DTC brand Boll & Branch to define themselves, articulate their mission, and create overwhelming consumer preference in a cluttered, confusing competitive field.

“To really understand a brand”, a friend of mine once said, “write their website.” I went a few levels deeper and wrote everything, from their entire website, to brand positioning, outdoor, social media campaigns, emails, and commercials. I mentored their in-house creative department as it grew, and did the work that would, in a less agile model, have been farmed out to multiple agencies and individuals. I gained a lot of clarity on the reality of client-side work, and got a deeper look at luxury consumer mindsets in the process.

Here are a few of my favorite snapshots from this experience, and more samples are available upon request.