Brand Strategy Projects

Games and Stuff

The biggest game store on the East Coast needed a brand refresh in anticipation of a move & expansion. I led a full logo & style refresh across all assets, including a new Shopify site, promo materials, and in-store design. I’ve also led email, paid & earned media, and event expansion for the store.

Roll20 Actual Play Series

My favorite consumer-facing project during my tenure as Director of Marketing at Roll20 was a collaboration with Carlos Luna to produce an actual play series called D&D Chaos featuring cast members from Dimension20, Critical Role & more. We partnered with Twitch & TikTok for a record number of views & impressions, maximizing the use of the content and repurposing for paid media to drive new leads (and had a blast making it happen).

Looney Labs Brand Development

Looney Labs is a classic tabletop brand that I worked on at a time when it was presented with new mass market distribution and licensing opportunities. We kept the essence of the original Looney Labs logo and modernized it and all of the Fluxx packaging to maximize the company’s presence in new markets and compliment the produce line up.

Free RPG Day Branding

Gaming Days, LLC acquired Free RPG Day and with dozens of new items in their offerings each, including Free RPG Day swag, I worked with them to develop a new and flexible visual identity to be customized each year on merch, and to highlight key partnerships.