strategy work:
GOLDMAN SACHS CAREERS WEBSITE
TLDR: In 2017, Goldman Sachs approached JWT Inside to overhaul their global recruitment brand. The investment banking powerhouse had never struggled with recruiting before, but now they were competing with big tech firms for the same highly motivated candidates, and they realized they needed to do a better job of telling their story. As the lead strategist on the project, I led a team of 9 to uncover insights about the target audiences and reframe the firm's mentality of asking “Why are you worthy of Goldman Sachs?” to proving “Why is Goldman Sachs worthy of you?” Based on this strategy, the firm launched a new recruitment brand, Make Things Possible. DOWNLOAD THE CASE STUDY HERE
SHERWIN-WILLIAMS TALENT BRAND
TLDR: When Sherwin-Williams acquired a major competitor in 2018, they hired JWT Inside to refresh their employer brand in order to connect their new employees to the mission. The problem? We realized that even long-time employees couldn't define any guiding principles beyond "sell more paint". Yet the organization had a strong history of innovation, and employees were proud of the company's storied legacy. So we mined that past, discovering an old tagline, Preserve, Protect, Enhance, that highlighted our path forward. By reframing the benefits and opportunities of a career at Sherwin-Williams through the lens of their own product features, we connected the employees' work to the reasons behind why they did it. DOWNLOAD THE CASE STUDY HERE
design work:
NEW MUSEUM PITCH
In 2024, BerlinRosen was invited to pitch the NEW MUSEUM, Manhattan’s only dedicated contemporary art museum, to lead their PR and comms strategy for the opening of a new building. The BR new business team knew they couldn’t rely on their standard pitch template for this client, so they hired nbdstrategy to design a contemporary, art-forward proposal and presentation, incorporating the New Museum’s signature style and colors and highlighting the opportunities that the new building would present. After multiple rounds of presentations, BerlinRosen landed the project and is currently leading the rollout of the New Museum’s new building, slated to open in 2025.
initial proposal
pitch presentation
RFA WORKFORCE TOOLKIT
Since 2022, I have designed promotional materials for Results For America, a non-profit think tank that runs the Local Infrastructure Hub, a national program designed to connect cities and towns with the resources and expert advice they need to access federal infrastructure funding. In addition to designing deck templates, social media posts, and other materials for their b-weekly workshops, I was tapped to design their Summer 2024 Workforce Toolkit, a 150+ page document mapping nearly 400 funding opportunities in the Biden Administration's Bipartisan Infrastructure Law and competitive grant programs in the Inflation Reduction Act, giving local leaders information, best practices, and advice about how to apply for these resources. The project involved developing an extension of the LIH brand to include infographics, iconography, and visual hierarchy to help users navigate the resources in a systematic way.
