Case Studies
Hiveclass
A scaleable, high-engagement content stream
I rebuilt Hiveclass’s digital content and newsletter from a scattered set of updates into a focused growth system. I clarified the voice, tightened the strategy, and created a consistent cadence that increased engagement and subscriber growth without relying on paid spend or aggressive sales tactics. The goal was trust and long-term traction, not noise.
#Growth&SystemsDesign
Hiveclass
Executive Order 14327 response
When a major federal policy announcement affected our work, I led the company’s response. I worked closely with leadership to craft messaging that was clear, steady, and grounded in expertise. Instead of reacting emotionally or staying silent, we positioned Hiveclass as a thoughtful, credible partner during uncertainty. The response was designed to strengthen trust with both clients and stakeholders.
#StrategicPositioning #InstitutionalVoice
Flocabulary
“Perspectives on Race” video & lesson
I led the development of an educational video and lesson designed to help students understand race as both a social construct and a lived experience. The work required care, clarity, and collaboration. We created something that opened space for honest classroom conversation while reinforcing Flocabulary’s role as a leader in equity-centered education.
#Equity&CulturalLeadership
Flocabulary
Open Mic
I developed and launched Open Mic, a live, participatory brand experience that brought student and educator voices to the center of the Flocabulary community. The goal was to extend the brand beyond digital lessons and into real-world connection. The event strengthened loyalty, deepened engagement, and aligned our public presence with our mission. These events sold out.
#Equity&CulturalLeadership
Flocabulary
Black History Month Rap Contest
I designed a mission-aligned campaign that drove adoption of a new product feature through a culturally meaningful contest. Rather than framing it as a product push, we tied it to creative expression and Black history education. The campaign increased engagement and product usage while reinforcing the brand’s values.
#Growth&SystemsDesign
FAANG
General Counsel verbal identity
I developed a clear, values-aligned verbal identity for a General Counsel operating in a highly regulated industry. I helped define tone, positioning, and messaging principles that allowed the executive to communicate with authority and credibility across public and internal audiences. The work strengthened trust and ensured consistency in high-stakes communications.
#StrategicPositioning #InstitutionalVoice
Tinkergarten
“Just Between Us Grownups” series
I created a video series designed to build trust with parents by offering guidance in a voice that felt supportive rather than prescriptive. I shaped the editorial approach, tone, and structure. The series strengthened brand loyalty and made expert advice more accessible.
#BrandTrust&CommunityBuilding
Flocabulary
SXSWedu “Let’s Teach About Race” panel
I helped position Flocabulary and its partners as practical leaders in equity-centered learning through a nationally visible SXSWedu panel. I shaped the messaging, framing, and public narrative to ensure the conversation was constructive, informed, and actionable — not performative. The event reinforced the brand’s credibility in a complex space.
#Equity&CulturalLeadership
Flocabulary
“Behind the Lesson” series
I developed and launched a live virtual series that highlighted the creative process behind our educational content. The goal was to build authenticity and deepen connection with educators by showing the people and thinking behind the lessons. The series strengthened audience trust and expanded our community engagement.
#BrandTrust&CommunityBuilding