Sonoran Bloom branding and launch campaign

To establish its newest brand, Sonoran Bloom, wellness leader TriVita needed everything from a compelling brand story to a complete website, and from actionable direct mail pieces to powerful Flash demos. Working with a large team at Axis41, we created a cohesive cross-media campaign with an irresistible story. This substantial undertaking required both big conceptual ideas and meticulous attention to detail.

Ciena Connects Flash promo

It's great fun when I get an opportunity to write conceptually and communicate with metaphor. This Ciena project presented me with an opportunity to do just that. The creative challenge was to illustrate the benefits of a new Ciena employee community in a blink-of-an-eye Flash intro. Working with Axis41, we created two concepts that explore the concept of co-worker collaboration. To pull it off in as few words as possible, we used a basic and timeless communication principle: show, don't tell.

Utah Museum of Natural History fundraising book

When Axis41 asked me to help them create a fundraising book for the new Utah Museum of Natural History, I got right to work researching dinosaurs, Indian artifacts, fossils, and all things natural history. I also had the great honor of interviewing and writing stories about some of the fascinating people who make the museum the community treasure that it is. Collaborating with the talented designers at Axis41, we developed an engaging book targeted at high-net-worth donors that made the case for the new museum.

Ciena print ad

Axis41 asked me to help create a series of print ads for Ciena's new FlexSelect Architecture. Working with the agency's creative team, we developed concepts that extolled the virtues of the company's new packet migration approach, and explained it in a few pithy sentences.