The Humane League

When I joined this growing, global organization—to lead and build its integrated marketing communications—my first order of business was clear. A global rebrand was needed to build the organization for today and tomorrow. To change hearts and minds. To be one unified voice, and to be the change now, more than ever. To get to the heart of it. Literally. Within 10 months, my team and I relaunched the brand to resounding enthusiasm. This was the turning point.

Since then, the brand has more than doubled its revenues and impact. I’ve continued to lead and grow its marketing communications—driving acquisition, engagement, and retention through powerful written, visual, and video storytelling, digital ads, digital products, social media, email, PR, celebrity and influencer partnerships, and campaigns that create cut-through.

The results

• Reshaped the organization’s global brand with a new mission, voice, messaging, design, brand and style guidelines, earning a finalist spot in the Shorty Award “Brand Redesign" category.

• Significantly contributed to a 100% increase in revenues from FY21-FY22 and continued 15%+ YOY growth.

• Increased digital customer acquisition 42% YOY (FY24) and beat cross-industry CPA benchmarks.