SELECTED WORK 

Case studies

Six case studies in brand and communications strategy — advocacy, broadcast, sport, institutional research. One standard: cut the static until the story can travel on its own.

  1. 01 Stamford Bridge seen from the lower stand: empty blue seats spelling CHELSEA across the far tier above an empty pitch.

    Chelsea FC · Brand Standards Under Pressure

    Holding the line on excellence

    Chelsea FC didn't want to be accessible. They wanted to be excellent. What it takes to hold a standard when the room wants to negotiate it down.
  2. 02 Two wheelchair athletes touch their Paralympic torches together beside a lit cauldron, a Paralympic ceremony screen behind them.

    International Paralympic Committee · Brand & Global Activation

    Global Awareness Campaign

    What does it take to hold the world's attention when there isn't a competition to anchor it? A 24-hour Wave of Light, 24 time zones, six continents.
  3. 03 The MLB Network broadcast set: a lit anchor desk beneath a curved wall of live game screens and the network name overhead.

    MLB Network · Media Relations & Live Crisis Response

    When the Show Leaks Before It's Ready

    A new show got dropped on-air before its studio was finished. What it takes to abandon a plan cleanly, in public, without letting the scramble show.
  4. 04 The National Football League headquarters building against a clear sky, the league name lettered along its roofline — the NFLPA is a named client in this study.

    Trendency Research · Market Presence Rebuild

    People called our platform fascinating. They didn't buy it.

    Three websites, no marketing function. The work to turn a five-person research firm into a brand that buyers from the NFLPA to public-sector unions could actually move on.
  5. 05 The GraphIQ.ai logo in violet and blue on a white background.

    GraphIQ.ai · Strategic Communications

    A Comms Program from Zero

    A comms program from zero, in three months: two kinds of email with opposite rules, one story told eight ways, and a pitch pulled before it cost trust.
  6. 06 The Sopra Banking Software logo: a magenta, yellow and blue diamond mark beside the company name in black type.

    Sopra Banking Software · U.S. Market Entry

    Breaking into the U.S. market

    A Paris-listed fintech leader with ten years of global history — and no name recognition in the U.S. 55 stories across 9 countries in 3 languages in six months.
  7. 07 The G.Cook monogram, a bold black G, on a cream field.

    This site · Accessibility & Accountability

    How I run my own site

    The projects above were for clients. This is how I run my own site: staying accountable, listening, and fixing where people get stuck.
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