20+ years of taking iconic brands through their biggest inflection points

Yahoo Inc. · Floyd Russ · Flagship

"Yahoo is For Lovers" — The Rebrand

"Answering 'does Yahoo still exist?' by re-grounding the brand in its promise — connecting people to their passions."

Yahoo's first major media spend in years, and a bold statement of intent for the newly independent brand. Partnered with documentary filmmaker Floyd Russ to cast real Yahoo users — an interior designer shopping from her inbox, a gym owner growing his business on Yahoo Finance, a hairstylist catching up on Yahoo News — each telling their own story of how Yahoo fits into their life. I was the strategic and business lead across the entire campaign, carrying the new brand voice into every channel: digital, social, OOH, and owned media. Organic posts from the cast and a social campaign on JuJu Smith-Schuster's TikTok, Instagram, and Twitter channels — plus PR coverage on network television — extended the reach even further.

Yahoo Inc. · Pentagram

A Whole New 'Hoo — Yahoo Brand Identity Overhaul

"Rebuilding a legendary internet brand from the inside out — and proving 900 million users still had reasons to fist-pump."

Yahoo was one of the most recognized brands on the planet, but it had lost its edge. The brief wasn't just a visual refresh — it was a strategic repositioning around a renewed mission: keep the world interested and interesting. I led the go-to-market and brand strategy side of a full identity overhaul developed with Pentagram — a new geometric wordmark, a bespoke typeface (Yahoo Sans), a proprietary grid system (the Yangle), and a brand character framework built around Generosity, Optimism, and Enthusiasm. The system had to flex across Sports, Finance, News, Mail, and Fantasy — each with its own passionate audience — while feeling unmistakably, unapologetically Yahoo.

Chevron Corporation

Gas-Price Education Campaign

"A consumer advocacy campaign that made California's gas tax burden impossible to ignore — and earned a response from the Governor's office."

California drivers were paying $1.75 more per gallon than the national average. The challenge wasn't the data — it was making abstract policy feel personal at the exact moment a consumer was feeling the pain. I led strategy and execution for consumer education across 2,000+ stations in the western region, sustained multi-quarter with creative refreshes: eye-catching pump signage, a bilingual QR-driven action hub, digital editorial partnerships, and consumer talking points designed to drive direct legislator contact. The signage phase drew statewide press coverage — including an opinion piece in the Sacramento Bee and a rebuttal statement from Governor Newsom's office.

Yahoo Sports · NFL

Show Me the Football — Free Live NFL

"Free, one-tap live NFL — launched with a hype film, scaled with an automated design system, and celebrated on the biggest stage in sports."

Launched free one-tap live NFL streaming on Yahoo Sports with a hype film produced with The Seige and an automated design system built to keep pace with the season. The follow-up, "You Could Be Watching Football," turned around eight spots in two days and surpassed goals on every metric — installs, ad revenue, D7 retention, streams, viewers, and minutes watched. Capped by the Super Bowl LIII mobile fan cave activation in Atlanta with Calais Campbell.

Yahoo Mail

New Yahoo Mail — Global Launch

A full-funnel global launch built on :15 spots, live events, and content partnerships across Snapchat, Twitter, BuzzFeed, and YouTube influencers. Extended into the "Out of Office Heroes" holiday campaign — a global influencer program plus live events built on Yahoo Mail's product truth: auto-sorted travel and receipts means time back. The product story continued with "Defeat Life's Big Little Annoyances" — a multi-award-winning campaign honored by the American Advertising Awards, Shorty Awards, and Hermes Creative Awards.

Yahoo Fantasy · BetMGM

Make Better Choices — The Gaming Ladder

"Free-to-play → fantasy engagement → real-money conversion. One value proposition, one ladder, record results."

Built to steal share from ESPN: "Make Better Choices" unified all fantasy products under one value proposition backed by the FSGA #1 platform rating. The ladder ran from Best Bracket Millionaire — a $1M March Madness contest marketed like a TV talent show, with millions playing — through Yahoo Fantasy Slate's free-to-play launch, up to the BetMGM sports betting partnership completing the conversion path.

Yahoo · Global Pride

"Let's Glow" — Global Pride Platform

"Brand presence during cultural moments can be disconnected — or worse, performative. Let's Glow was built to be neither."

A summer-long platform spanning editorial, marketing, and experiential popups across the US and UK. At US Pride festivals, "Glow & Go" — a human glitter car wash styled like a retro drive-through — put makeup artists and wind-blown photo-ops at the center of the crowd. In the UK, Yahoo took headline sponsorship of Brighton Pride with a catwalk activation flanked by the House of Suarez — purpose-built to be fully accessible so anyone, including wheelchair users, could take their turn in the spotlight.

McDonald's · The Marketing Store · Mattel

Money Monopoly Reimagining + App Launch

"The biggest promotion in fast food, pointed toward the app era."

Reimagined the Mattel-partnered Monopoly promotion and tied it to the McDonald's app launch — bringing a legacy peel-and-win mechanic into digital play. Epilogue: the 2025 relaunch rebuilt the game entirely around the app — the model this work pointed toward a decade earlier.

McDonald's · Twitter · Super Bowl 50

Super Bowl 50 Real-Time Twitter Promotion

"A first-of-its-kind real-time giveaway of every product advertised during the broadcast."

While America watched the game, McDonald's played along — giving away every product advertised during the broadcast, in real time, on Twitter. A live promotional operation executed against the third most-watched U.S. broadcast at the time.