Freightliner Sprinter | Built for Business
Creating a new vehicle category
Small-business owners are hard-working folks who don't want a glorified conversion van for a work vehicle. Once we landed on the "Built for Business" platform, we positioned the Freightliner Sprinter as an essential tool that's as serious about hard work as the owners are.
NIPSCO | Powering Life
Re-energizing a distrusted brand (bad pun intended)
Like most public utilities, NIPSCO was seen as the "dark castle on the hill." My team worked to overcome that perception with a new brand that focused on delivering money-saving tips in an eye-catching and friendly way. The result was a jump from dead last to second in the JD Power Rankings.
Boy Scouts | Badge of Honor
changing the conversation
In the face of declining membership, and lots of bad press, the Boy Scouts needed help getting the attention of kids and their parents. We delivered a campaign that put the spotlight on the fun Scouts have and brought the focus back to the experiences and rewards Scouting delivers.