Work in the World

Georgia Power needed to raise awareness of its energy efficiency resources and savings tools during peak summer. The original brief was built around the 2026 FIFA World Cup's presence in Georgia, but was redirected mid-process. What emerged was a more fundamental brand question: how does Georgia Power remind Georgians, across a deeply diverse and geographically sprawling state, that it's genuinely on their side?

Owned the strategy process from brief development through production, navigating a significant mid-project pivot and reorienting the work around a platform that could hold regardless of the event context. Developed the strategic direction that grounded the campaign in Georgia Power's statewide presence and care, positioning the brand not as a utility but as a committed partner in everyday Georgian life.

Launched a brand and energy efficiency spot built around the idea that Georgia Power is here for all of Georgia.

Georgia Power needed more than a campaign. It needed a unifying brand platform capable of carrying multiple messages, across brand and energy efficiency work, to a wide range of stakeholders: residential customers, business owners, community leaders, and policymakers. Reliability was one of the most critical of those messages, asking Georgians to trust that their grid was being actively strengthened and maintained.

Led strategy to develop the "Here for You" brand platform, the strategic bedrock that now anchors all of Georgia Power's communications. Wrote the brief and messaging hierarchy that defined what "Here for You" means across stakeholder groups. The Reliability campaign was one of the first executions built on that platform.

The "Here for You" platform launched across Georgia Power's full communications ecosystem, giving the brand a consistent strategic and tonal foundation for the first time across brand and energy efficiency campaigns.

CG Insurance had built real momentum with "Good Like That," a brand equity campaign launched in 2021. Brand tracking showed the idea was resonating. But the last creative had gone live in Q4 2022, and three years had passed without new assets. Meanwhile, CG had acquired Massy United Insurance, rebranding it as CG United, introducing entire island markets where CG had virtually no awareness.

Led the strategic push to revive and evolve the campaign for 2025. Diagnosed the wear-out problem and wrote the brief that re-grounded the campaign in its core truth: in tight-knit island communities, trust is personal, built neighbor to neighbor.

Relaunched Good Like That with new assets in 2025, extending CG's brand equity push into new markets. Brand tracking studies have shown increasing unaided top-of-mind and aided awareness with each iteration, with Bermuda and Cayman Island markets hitting record-high aided awareness levels (97% and 87%, respectively) in 2026.

Parents of serious teen athletes weren't thinking of Children's when sports injuries happened. Meanwhile, Children's had secured media partnerships with Atlanta United and the Atlanta Falcons, and needed creative that could live in stadium environments, on TV, in print, and OOH while laddering up to the "Go to Children's for That" brand platform.

Owned the strategy process end-to-end. Identified the strategic thread connecting professional athlete culture to the parent decision-maker: every serious athlete has a go-to. A go-to move, a go-to play, a go-to teammate. Having a go-to doctor is part of that same competitive mindset.

Developed a full-funnel creative campaign built around the "My Go-To" platform, featuring Atlanta United goalkeeper Brad Guzan and Atlanta Falcons linebacker Jalon Walker. The campaign ran across TV, print, OOH, and in-stadium assets.

Georgia Power was navigating a difficult moment: a rate hike was hitting Georgia households right as the brand needed a new campaign. Humor was off the table. The work had to be aspirational and sincere, doing double duty building brand warmth while driving awareness of affordability tools and the Home Energy Improvement Program. Leadership hadn't approved a new tagline or platform, so the work had to function as a proof of concept capable of earning that approval for 2025.

Owned the strategy process from brief development through production. Navigated client constraints (no platform, no tagline, a rate hike in the background) and developed the creative frame: Georgia Power is proudest when it's powering the small, everyday moments that make life a little brighter.

Launched "Little Wins" across TV, radio, paid social, display, and content channels. The concept successfully piloted the creative direction Georgia Power would adopt as a sustained brand platform. A campaign extension for the Energy Assistance for Savings & Efficiency program won a Silver Telly Award.

CG Insurance operates across 20 Caribbean territories, selling products most people find confusing, in a region where trust in insurance had been badly damaged by broken promises after hurricanes. Research confirmed confusion was the primary barrier: when something is overwhelming, people ignore it. And ignoring insurance in the Caribbean can be catastrophic.

Wrote the creative brief grounding the work in the insight that confusion breeds avoidance, and that the antidote was entertainment and education in equal measure. Developed the strategic platform that positioned Aunt Angie as a cultural archetype: the eccentric relative everyone in the Caribbean has. Also wrote the Jay Chiat Award case study documenting the campaign's effectiveness.

Aunt Angie became CG's most effective brand vehicle to date. In Bermuda, viewers were 37% more likely to seek out more information after seeing an Aunt Angie spot. Across the campaign, CG saw a 62% average increase in consideration and a 51% increase in conversion post-campaign.

When Atlanta United was awarded a rare third kit, the opportunity was bigger than a product launch. Atlanta's identity as a cultural capital, built on 90s hip-hop, street art, and radical self-expression, was already woven into the club's DNA. The kit needed to feel like it came from the city, not from a marketing department.

Wrote the brief and owned the strategy process, grounding the launch in Atlanta's street art and music lineage. The strategic frame made authentic community partnership the entire point of the campaign.

The kit was co-created with Atlanta's most respected graffiti and visual artists, including Dungeon Family affiliate Dr. Dax, the notoriously anonymous VAYNE, and muralist R. Land. The campaign generated 1.4 million impressions in its first week, moved 30% of kit inventory in five days, and set a club record for media engagement on a kit release.

PAACT is a citywide initiative led by GEEARS designed to improve outcomes for Atlanta's children ages birth through five. The opportunity divide in Atlanta starts at birth. Before PAACT could drive awareness and increase enrollment, it needed to know which messages would actually move the people it was trying to reach, across a city with wide-ranging disparities in community, culture, and trust.

Designed, facilitated, and moderated three focus groups with Atlantans across the city. Synthesized findings into messaging validation with clear direction on which creative concepts, copy approaches, and visual cues would resonate most effectively with each audience.

The research directly informed the creative and messaging direction for the PAACT campaign, which went on to win the AMY Advertising for Good award in 2022.

The Atlanta University Center Collective for the Study of Art History + Curatorial Studies launched at Spelman College in 2019, enrolling students across Spelman, Morehouse, and Clark Atlanta. The program was a direct response to the diversity gap in museum and curatorial professions: only 4% of art museum curators were Black at the time. The challenge: build a brand from scratch within the guidelines of three separate university brands, create a digital home, and drive 24 enrolled students by Spring 2020.

Facilitated brand identity workshops and led brand strategy development. Led digital strategy for a ground-up website redesign, including information architecture, copy direction, and UX improvements. The brand identity I helped develop drew from the Adinkra symbol for knowledge and learning, grounding the visual identity in African cultural tradition.

Launched a new website and paid social enrollment campaign targeting prospective students. The redesigned site drove a 58% increase in visits and a 65% increase in sessions. The campaign achieved the enrollment goal.

GDOT needed to rebuild its digital presence from the ground up. The core problem wasn't just aesthetics: GDOT serves an enormous range of audiences (commuters, contractors, legislators, job seekers), and the site had to organize a massive amount of content intuitively for all of them.

Owned the full research and discovery process. Designed and fielded an internal stakeholder survey, facilitated moderated focus groups with Georgians from across the state, and conducted an extensive competitive audit of peer government transportation agencies. Synthesized all three research streams into a comprehensive findings report for UX and creative teams.

The research and findings report became the strategic foundation for the site redesign, giving UX and creative teams a grounded starting point rooted in what real Georgians and internal stakeholders actually needed from the experience.

Kwalu, a 30-year leader in senior living furniture, was ready to break into the healthcare market. Their product was a genuine solution to hospital infection control, but key decision-makers (interior designers and hospital administrators) had never heard of them.

Owned a mixed-methods research process end-to-end. Partnered with vendors to recruit participants, personally moderated in-depth interviews with healthcare buyers, and wrote, designed, and fielded a quantitative survey. Developed the brand strategy with messaging that gave Kwalu a clear, defensible position in the healthcare furnishing market.

Healthcare furnishing sales doubled year-over-year. Paid conversions from healthcare campaigns increased 65%, and phone calls and showroom visits rose 84% and 136% respectively.

In 2019, smart speakers were the next frontier of consumer experience and opened up a new world of interaction for marketers. But no one had a standardized way to build and manage voice apps and skills.

Spearheaded the agency's POV on voice and saw the need for a centralized experience management functionality. So we built it.

Nebo launched a voice component to the existing CMS and offered a new agency capability for clients.