HYPHEN
The Ask
Lead social and campaign copy across agriculture, health, and CPG brands, developing big ideas, daily content, and voice systems that hold up at scale.
When HYPHEN merged with Marketing Plus, the agency needed more than new copy. It needed a creative operating system. I stepped in to define tone, write platform-native social content, name products, and build launch toolkits spanning OOH, digital, print, and social for clients ranging from almond co-ops to regional hardware chains. Underneath all of it, I brought a behavioral psychology–driven approach to brand voice and treated every caption and campaign line as a moment of cultural fluency, not just content.
The Payoff
Delivered full-funnel messaging strategies and daily content calendars that unified the agency's new voice and moved client KPIs. Concepted and wrote integrated creative for statewide health initiatives, B2B ag brands, and food & beverage launches, building the brand voice systems that helped drive significant social growth for HYPHEN itself.
Forget about KPIs … Let me cook!
One of my favorite expressions of HYPHEN's new voice in action is the 2026 team collage. This was a vibrant, illustrated alternative to a “greeting card,” that we sent to kick off the new year.
The concept was simple but unexpected: introduce our team not by their titles, but by the lives they live outside the office. Writer-chefs. Strategist-gardeners. Designer-drummers. We called these titles our "HYPHENates,” and hid iconic imagery for each teammate inside a richly detailed world for recipients to discover.
It was equal parts thank-you card, puzzle, and brand statement, and a direct embodiment of the tagline I wrote for the rebrand: Creating Unconventional Connections.
There were no KPIs, no budget concerns (for me, at least), and no client giving us notes.
The piece captures everything the new voice is about: warmth without polish, personality over pedigree, and the belief that the most interesting work comes from the most interesting people.