Where strategy becomes experience
Across brands, businesses and audiences, my work starts with understanding what people need, what the business is trying to achieve and where the two can connect. These case studies show how I’ve turned that thinking into stronger brands, clearer customer journeys, new paths to growth and more connected marketing.
SERIAL WINES | A JOHN ANTHONY WINE & SPIRITS COMPANY
Reimagining the brand experience for a new generation.
THE CHALLENGE
The wine category is changing. Younger consumers have more choices, different spending habits and different expectations for the brands they engage with. With more options competing for the same occasions, Serial was facing a growing relevance challenge with a new generation of wine consumers.
THE INSIGHT
Relevance couldn’t be created through messaging alone. Building a stronger connection with younger consumers meant rethinking the full brand experience — from positioning and price to digital, social and in-person touchpoints — and making Serial feel more accessible, engaging and worth coming back to.
THE RESPONSE
Develop a story people could connect with
Clarified Serial’s brand message around a more accessible, consumer-friendly story and carried it consistently across digital, retail, the tasting room, events and other key touchpoints.
Create an easier path into the brand
Reduced barriers to entry through clearer messaging, more approachable price points and a lower-commitment three-bottle wine club tier.
Show up where the audience already was
Built relevance through events, social content and campaigns designed around the moments, channels and experiences where younger consumers were already engaging.
Connect the full experience
Aligned digital and physical touchpoints so discovery, purchase, membership and in-person experiences felt like part of one cohesive brand journey.
There's a story behind every bottle in the series.
Curious? Discover one glass at a time.
THE IMPACT
A more accessible brand.
Measurable momentum across channels.
By connecting consumer insights to brand positioning, pricing and experience, we made Serial more relevant, approachable and easier to purchase. A clearer brand story, more accessible offerings and consistent experiences across touchpoints helped drive improvements in social engagement, tasting room traffic, event participation and product sales across both DTC and distributor channels. Together, these gains demonstrated the value of a more connected brand strategy and built momentum for continued growth.
BIGSBY'S FOLLY WINERY & RESTAURANT
Building new paths to revenue — and stronger reasons to return.
THE INSIGHT
Growth wouldn’t come from one campaign or one channel. It meant creating more ways for people to enter the brand — through corporate partnerships, private events, community connections, membership and experiences — then giving those relationships reasons to continue.
THE CHALLENGE
Bigsby’s Folly had built a compelling hospitality experience, but growth couldn’t rely on existing traffic alone. The business needed new ways to generate revenue, reach new audiences and turn more guests into repeat customers.
THE RESPONSE
Turn untapped audiences into revenue
Created a new corporate sales channel by packaging Bigsby’s for team happy hours, company events, meeting space and corporate gifting — then proactively taking those offerings to market.
Create occasions that drive traffic
Expanded experiential programming around moments people wanted to participate in, giving new audiences a reason to discover Bigsby’s and existing customers a reason to return.
Build relationships beyond the transaction
Simplified the wine club offers and introduced personalized, exclusive touches that made members feel recognized and part of something special — strengthening the reasons to join, stay and advocate.
Make the brand part of the neighborhood
Developed local partnerships and an influencer ambassador program to grow awareness through trusted community relationships and put Bigsby’s in front of new audiences.
THE IMPACT
New revenue streams. Stronger relationships. A growing customer base.
By identifying untapped opportunities and creating more ways for customers to engage with Bigsby's, we expanded the business beyond traditional tasting room traffic. Building a new corporate sales channel from the ground up, we secured corporate accounts, booked private events and generated incremental revenue. Experiential programming and community partnerships increased brand awareness and brought new guests through the doors, while a more approachable, personalized wine club experience helped improve membership conversion and strengthen customer loyalty.
DOWNTOWN DENVER PARTNERSHIP
Building alignment inside to change perception outside.
THE CHALLENGE
The Downtown Denver Partnership supported a wide range of programs, events and initiatives — each with different audiences, priorities and communications needs. That breadth created complexity across the organization, while downtown itself was also facing perception challenges externally.
THE INSIGHT
Changing perceptions of downtown required more than promoting individual programs and events. A shared narrative and stronger internal alignment were needed so everything communicated could reinforce one clear, compelling story about Downtown Denver.
THE RESPONSE
Create a stronger marketing engine
Clarified roles, workflows and project tracking to make cross-functional work more organized, collaborative and efficient.
Align the organization around one story
Created a clearer framework for how programs, events and initiatives connected back to the broader Downtown Denver brand — while still allowing teams to speak to their individual audiences.
Change the way people saw downtown
Developed the MyDenver campaign around a simple idea: there’s something here for everyone — highlighting the people, places and experiences that make downtown worth discovering.
Bring the story to life across every touchpoint
Activated the brand narrative across digital, paid media, PR, events and stakeholder communications — creating a consistent throughline across departments, programs and audience touchpoints.
THE IMPACT
Stronger internal alignment.
A more compelling story for Downtown Denver.
By restructuring how the marketing team worked and creating greater alignment across departments, we improved collaboration, streamlined execution and built a more effective foundation for integrated marketing. That alignment carried through to the brand itself, connecting campaigns, events and communications around a shared narrative. The MyDenver campaign brought that strategy to life, creating a recognizable platform to showcase downtown's people, places and experiences while supporting a more positive, connected story about the city.
Reaching the right people.
Not everyone.
Catch Des Moines | A FLYNN WRIGHT CLIENT
THE CHALLENGE
Catch Des Moines was looking for a new agency and a fresh approach to attracting visitors. With a limited marketing budget and countless destinations competing for attention, the opportunity was to move beyond broad destination promotion and focus resources where they could make the greatest impact.
THE INSIGHT
Not everyone is equally likely to visit Des Moines. Rather than compete for attention in distant markets, we could focus on audiences within realistic travel distances, understand what would motivate them to visit and tailor our messaging to where they were in their decision-making journey.
THE RESPONSE
Define the highest-opportunity audiences
Prioritized regional drive markets and audience segments with the greatest potential to visit, concentrating marketing investment where it could work hardest.
Build a journey around visitor behavior
Developed a three-stage framework — Awareness, Action and Extension — to connect destination inspiration with trip planning and on-the-ground exploration.
Match the message to the moment
Aligned targeting, creative and content to what each audience needed, from discovering reasons to visit to planning their itinerary.
Extend the experience beyond arrival
Identified opportunities to encourage visitors to explore more attractions, restaurants, events and experiences once in Des Moines.
01 / AWARENESS
02 / ACTION
03 / EXTENSION
Inspire the visit
Build destination awareness among regional drive-market travelers.
Convert interest into travel
Turn destination inspiration into trip planning and bookings.
Encourage exploration
Inspire visitors to discover more experiences while in-market.
THE IMPACT
A winning strategy.
A smarter approach to driving visitation.
By prioritizing high-potential drive markets and connecting media, creative and messaging to the visitor journey, we developed a focused strategy to guide Catch Des Moines' marketing efforts. The Awareness, Action and Extension framework gave each investment a clear purpose, from inspiring travel and encouraging trip planning to helping visitors discover more experiences during their stay. The result was a more intentional, budget-conscious approach to destination marketing designed to turn interest into visitation and maximize opportunities for local exploration.
MILLER ELECTRIC | A TWO RIVERS MARKETING CLIENT
Turning fragmented marketing into one connected experience.
THE CHALLENGE
Miller Electric’s marketing was highly product- and division-led, which made it difficult to present one clear brand experience to customers. Audiences often overlapped, communications weren’t always connected across channels or stages of the journey, and teams were sometimes solving similar problems independently.
THE INSIGHT
The more consistently customers experienced Miller as one brand, the more value each interaction could create. Each touchpoint could build recognition, trust and relevance over time, while greater internal alignment helped teams share resources, reduce duplication and work more efficiently.
THE RESPONSE
Act as the brand integrator
Served as the connective point across Miller’s divisions and the agency team, bringing strategy, creative, PR and channel specialists together around one integrated marketing plan.
Map the customer journey
Built a holistic view of how priority audiences moved from awareness and consideration through purchase and post-purchase, identifying overlaps, gaps and opportunities to create a more connected experience.
Align the right message to the right moment
Clarified how, when and where different audiences should hear from the brand, reducing unnecessary duplication while preserving relevance across distinct customer needs.
Extend the relationship beyond purchase
Identified opportunities to keep customers engaged after conversion, creating a more continuous journey across channels instead of isolated one-off communications.
THE IMPACT
One connected brand experience.
Greater impact from every marketing investment.
By bringing teams, strategies and customer touchpoints together across Miller Electric's divisions, we created a more coordinated approach to marketing that improved collaboration, reduced duplicated efforts and made better use of resources. Mapping the full customer journey revealed opportunities to align messaging, strengthen connections across channels and extend engagement beyond the initial purchase. The result was a more efficient, integrated marketing approach that helped Miller deliver a consistent yet relevant brand experience across diverse audiences and business needs.
THE THROUGHLINE
The best results happen when everything connects.
People, insights, strategy and execution. Across industries and audiences, my approach is the same: find the opportunities, connect the dots and turn ideas into meaningful business impact.
Let's build something people want to be part of.