Additional Agency Work
In addition to the featured case studies, during my tenure with Joe Smith/Padilla I’ve contributed to a range of brand strategy projects across different industries and scales.
Balchem / Metalosate
Scope of Work
Brand platform development
Brand positioning
Verbal identity
Messaging systems
Goal
To establish Metalosate as a differentiated originator in the chelated minerals category, clearly articulating the value of its higher-quality solutions to both farmers and distributors. The work focused on shifting the conversation from price to performance — helping audiences understand why investment in quality directly impacts yield and long-term outcomes.
My Contribution
I served as lead strategist, conducting interviews with clients, customers, employees, and internal stakeholders to surface insight and alignment gaps. I contributed to the development of the brand platform and identity, including positioning and purpose statements, brand essence, messaging pillars, and brand personality. This work informed a clear verbal system and tone of voice designed to guide future marketing materials and website copy.
Border States
Scope of Work
Brand platform
Brand positioning
Brand personality
Verbal identity
Messaging systems
Goal
To help Border States articulate a unified brand voice and strategic narrative that could bridge its diverse market segments from electrical distribution to industrial solutions, and strengthen differentiation in a competitive landscape where technical capability alone was not enough to build preference or internal alignment.
The work focused on clarifying Border States’ role as a trusted problem-solver and partner, not just a supplier, by anchoring the brand in a purposeful identity that speaks to both technical expertise and relational value.
My Contribution
I conducted structured stakeholder interviews, customer interviews, and competitive audits to surface insight that informed the strategic foundation. From there, I helped shape the brand messaging architecture, brand personality and tone of voice, and contributed to verbal identity frameworks and messaging systems designed to guide future communications.
I also worked on visual identity direction and led creative input on the anthem video, ensuring that the narrative and sensibility of the visual work aligned with the strategic platform. The result was a cohesive set of strategic and expressive assets that teams could operationalize across touchpoints.
Richmond Region Tourism
Scope of Work
Brand campaign development
Research & insight development
Brand activation
Campaign video
Goal
To help position the Richmond Region as a compelling, culturally rich destination by showcasing the breadth of its attractions, energy, and character. The work focused on developing a campaign concept that could authentically capture the spirit of the region and translate it into engaging, place-based storytelling for a broad audience.
My Contribution
I contributed to early pitch concept development and supported research efforts focused on identifying and evaluating key attractions across the Richmond Region. I assisted with on-location filming for the pitch presentation video and contributed ideation for campaign video concepts. During final production, I also served as on-camera talent, supporting the execution of the campaign’s narrative approach.
Andrus On Hudson
Scope of Work
Brand refresh
Brand positioning
Brand messaging
Verbal identity
Visual identity
Employer brand
Brand architecture
Goal
To unify Andrus on Hudson’s organizational narrative and brand expression in a way that clearly communicated its mission-led identity to external audiences while strengthening internal alignment and employee experience. The effort prioritized coherence across programs, clarity in messaging, and meaningful employer brand principles.
My Contribution
I contributed to qualitative interviews and audits to surface strategic insight and alignment gaps. I supported the development of brand positioning, messaging, and verbal identity frameworks designed to guide future communications. I also contributed to employer brand strategy, employee experience principles, and provided direction on visual identity and brand architecture, ensuring strategic and expressive consistency across platforms.
Edward Jones
Scope of Work
Brand refresh
Brand messaging
Brand architecture
Brand activation
Goal
To support the evolution of Edward Jones’ brand by clarifying its messaging and structure in a highly competitive financial services landscape. The work focused on reinforcing differentiation, ensuring consistency across touchpoints, and supporting brand activation efforts that aligned with both long-standing trust and modern client expectations.
My Contribution
I conducted competitive audits and analysis to identify category norms, differentiation opportunities, and positioning gaps. I contributed to the development of brand messaging informed by these insights, helping ensure clarity, consistency, and relevance within a complex, highly regulated category.
Virginia Wine
Scope of Work
Brand refresh
Brand narrative
Brand messaging
Website copy
Goal
To support a refreshed brand narrative for Virginia Wine by articulating the distinct character, quality, and diversity of Virginia’s wine offerings. The work focused on translating regional credibility and craft into accessible, compelling language that could educate audiences, build confidence, and elevate perception across a broad range of varietals and producers.
My Contribution
I wrote website copy for Virginia Wine varietals and supporting site content, translating brand narrative and messaging into clear, engaging language for a public-facing audience. The work balanced education with inspiration, helping position Virginia Wine as both credible and approachable while reinforcing the broader strategic refresh.