I HELP EMERGING BRANDS GET THEIR STORY STRAIGHT WITH WORDS THAT SING LIKE CELINE & OOZE TIGER’S BLOOD LIKE SHEEN.PEEP THE WORK OR USE SOME SPEED (URGENCY, NOT METH) AND HIRE MY PEN BEFORE SOMEONE ELSE DOES.


HUMANSETBRAND ID 
200 SOUTH WACKER[CAMPAIGN COMING SOON]
1177 AVENUE OF THE AMERICASBRAND ID / CAMPAIGN
VALERIO’SBRAND ID
ROSERA WESMONTBRAND ID / CAMPAIGN
GOBSMACKEDPERSONAL PROJECT
ARBOR DAY FOUNDATION BRAND ID
LOVESACNAMING / BRAND ID
MOJIICONAMING / BRAND ID

RHONE
CAMPAIGN

DC UNITEDCAMPAIGN
988 SUICIDE & CRISIS LIFELINECAMPAIGN



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VALERIO’SVERBAL IDENTITY, TAGLINE




VALERIO’S IS A CHAIN OF FAMILY-OWNED FILIPINO BAKERIES IN SOUTHERN CALIFORNIA.DESPITE BEING THE ORIGINAL VALERIO’S, OTHER MEMBERS OF THE FAMILY HAD LAUNCHED A COMPETING BAKERY UNDER THE SAME NAME. MY GOAL WAS TO LEARN WHAT MADE THE ORIGINAL VALERIO’S SO SPECIAL AND POPULAR IN THE LOCAL COMMUNITY. 

AFTER MANY ROUNDS OF INTERVIEWS WITH MEMBERS OF THE VALERIO FAMILY, I FELT AN OVERWHELMING SENSE OF WARMTH, JOY, AND PASSION. THEY WELCOMED CUSTOMERS IN A WAY THAT REMINDED ME MORE OF A COUSINS LIVING ROOM THAN A RESTAURANT. SO, I BUILT THE BRAND VOICE AROUND THE CONCEPT OF “HAVE A SEAT AT OUR TABLE” — TAPPING INTO NOSTALGIA FOR HOMEMADE COMFORT FOOD, FAMILY PARTIES FILLED WITH LAUGHTER, AND THE SMELL OF SOMETHING DELICIOUS BAKING IN THE OVEN.

MORE OF THIS PROJECT WILL BE ROLLING OUT SOON... STAY TUNED.