JKBX WEBSITE & PLATFORM

JKBX is an emerging trading platform that allows retail ​investors to buy shares of music royalties and trade them, ​just like any other security.

Challenge

As an early-stage startup, JKBX was struggling to ​identify their best-fit customers and how to position their ​offering accordingly. Their product, for many people, was ​simply too hard to understand.

Solution

As Product Marketing Manager, I was the crux ​between product, marketing, customer success, and ​communications teams. And I leveraged what I ​learned from those teams to craft simple, clear ​messaging that made investing in music rights ​relatable and appealing to young investors.

JKBX USER EDUCATION

The JKBX platform sells assets that most investors aren’t ​familiar with — shares representing a specific portion of a ​royalty income stream.

Challenge

Early JKBX user research told us two things:

1. Our target customer was likely a young, hungry ​investor who liked to learn using social media.
   
2. They probably knew very little about how money flows ​in the music business.
   

Solution

I built an on-platform education content plan using ​carousel-style web stories. If users could flip through ​critical information in an engaging, short-form content ​format that felt similar to using Instagram or TikTok — ​without leaving the investment platform — we could ​upskill them more efficiently.

Or view a related education LinkedIn video.

SYMTERRA REBRAND

Flock Off, a growing provider of electromagnetic ​bird repellent technology, was looking to adopt a ​new brand personality that better reflected their ​values.

Challenge

The existing brand had several issues.

1. Its flippant name was, while fun, misaligned ​with the ethos of their product, which is ​harmless by design.
   
2. As a result, it didn’t appeal to their target ​audience — conscientious companies who ​want effective bird control with no ethical or ​moral costs.
3. It had no defined brand voice, opting for heavy ​business-speak and often referring to birds as ​“pests” and “infestations.”
   

Solution

As part of a larger rebrand, including a new name, ​logo, and visual styles, I created a verbal identity ​better suited to their blend of caregiver and ​innovator brand attributes.

Using a blend of best-practice exercises and ​custom frameworks I developed myself, I crafted ​the blueprint for a specific and repeatable brand ​voice.

NAGASE MANIFESTO

In 2020, NAGASE established its first marketing ​team in its 188-year history as a company. That ​marketing team needed a strong culture to thrive.

Challenge

As a founding member of the Global Marketing ​Group (GMG), I was asked to write and direct ​creative for a team manifesto.

It was meant to describe and affirm the culture ​we were already building, capture the vision of ​our leadership, and act as an onboarding piece ​for new members while we scaled our office.

Solution

Visually, we landed on a blend of influences, ​including Japanese artwork (tying to our ​company’s roots), bright colors, and futuristic ​depictions of outer space.

Tonally, the writing is designed to embolden the ​reader and make them feel like they’re part of ​something huge and critical.

It was well received internally and used to inform ​how our HR system rewarded employees for ​adhering to our values.

NAGASE “We ARE 60”

NAGASE had never made any significant effort ​to raise brand awareness. They wanted to ​change that by calling attention to their ​sustainability efforts.

Challenge

Chemical distributors don’t always have the best ​sustainability records. And coming out the gate ​with sustainability messaging, in general, isn’t ​always the best way to introduce new audiences ​to your company’s offering and your brand’s ​strengths.

Solution

Our concept, “We are 60” illustrated NAGASE’s ​vision for a sustainable future with a mix of print ​and digital advertising that did three things:

1. Convey a sense of human unity around the ​issue.
   
2. Accept responsibility for past ecological ​failures to stand out from greenwashing ​competitors.
3. Highlight an active shift to manufacturing ​and distributing products that can and will ​make an impact.
   

JKBX

I planned, researched, wrote, and published several ​articles about music royalties and alternative assets.

Infinite

I conducted technical research, interviewed SMEs, ​selected topics, and built out outlines for over a d​ozen 3D-printing related articles. I like this one:

Prinova

I wrote a handful of industry newsletters breaking ​down various trends in the food ingredients and ​supplements industry. Here’s an example:

NAGASE

I shepherded all case study content for NAGASE as ​part of a global site launch. I hashed out details with a ​team of experts to get this technical piece just right:

Airgas Thinks

I launched Airgas’ blog and oversaw content ​development. Some pieces I developed myself, ​including these three: