ENTERPRISE REDESIGN, MORGAN STANLEY (WEBBY AWARD): an overhaul redesign, featuring editorial style content on the homepage.
ROLE: content lead responsible for performing a content audit and gap analysis against brand values as well as in and out-of-category competitive analysis, to provide recommendations for the new site, based on the findings. Produced by Sapient Nitro. https://www.webbyawards.com/winners/2016/websites/general-website/financial-services-banking/morgan-stanley-website-redesign/
EDITORIAL SITE, CADILLAC (NATIVE ADVERTISING AWARD): an editorial site named after Cadillac’s new motto “dare greatly," where pieces about progressive culture from Condé Nast and Hearst properties, live alongside branded automotive content.
ROLE: content lead responsible for auditing existing Condé Nast and Hearst lifestyle content, sponsored by Cadillac, creating site’s taxonomy, curation model, and editorial calendar. Produced by Publicis North America’s New York office. https://www.nativeadvertising.com/announcing-the-winners-of-the-2016-native-creatives-awards/
YOUR DRIVING EXPERIENCE, MICHELIN: an interactive experience that aims to change the way people shop for tires by asking them to “choose the driving experience they want.” Michelin’s goal was to not only have people better understand the tires they should purchase, but to engage them emotionally, based on their needs and aspirations.
ROLE: content lead responsible absorbing research about driver types and the "feel” of tires, then creating a taxonomy and nomenclature based on the findings. Produced by Infusion (now Avanade)..
SCENT DECORATOR, AIRWICK: an online interactive tool that offers photographs as a means to discover desired moods for the home.
ROLE: content lead responsible for absorbing scientific research about scent’s connection to emotions, then creating a taxonomy, a visual/copy style guide, and curation model, based on the research findings. Produced by Droga5 for Air Wick. PUNDITRY: https://www.forbes.com/sites/patrickhanlon/2015/04/20/branding-with-your-eyes-closed/#4b742692688e https://lbbonline.com/news/droga5-nys-air-wick-scent-decorator-matches-your-mood-for-your-home/
SCENT DECORATOR (DETAIL PAGE):
ROLE ON DETAIL PAGES: content lead responsible for the interface copy on 12 scent category detail pages, as well as mapping all photos, home décor tips, and DIY projects to those categories.