Blue Diamond Almonds 

    Blue Diamond Almonds and Almond Breeze provided ample opportunity to write about taste.  

Crave Victoriously

Bring the the new brand positioning (Crave Victoriously) to life on social and web to drive awareness and consideration of their bold and traditional flavors.

To crave is to be human. You don’t have to feel any guilt or doubt about your cravings when you choose almonds, a superfood snack.

Campaigns with ads targeted at specific snacker flavor profiles and at specific craving times during the day. We focused on showing the taste appeal of our flavors and expressing the empowered sensation consumers can embrace when they snack on a superfood.

These videos became the brand’s highest performing content on YouTube (until our Gourmet Almonds work below). They performed well on Instagram as well, which surprised me because they are so ad-like in nature. 

Campaign One - “Don’t Deny” 

Post Copy A (Superfood): They say, deny your snack cravings. We say, grab that craving by the superfood handful and crunch it.

Post Copy B (Flavor+Superfood): The subtle sweetness of dark chocolate in a superfood. Don’t just crave it... crunch it.

Campaign Two - “Crave Monologues”

Based on learnings from campaign one (”don’t deny”), we created the following series titled Crave Monologues, which pushed the design and copy to be more expressive.

Post Copy A (Superfood+Flavor): Don’t “control” your snack cravings. Fuel them with the flame of Sriracha in a superfood crunch.

Post Copy B (Evocative Language): Tangy Sriracha leaps like lava from your phone for the kiss. Crunch your cravings. Now.

Post Copy A (Superfood+Flavor): Don’t avoid your snack cravings. Hit them in the taste buds with wasabi and soy in a superfood crunch.

Post Copy B (Evocative Language): Savory wasabi and soy meet for unbridled combat in your mouth. Crunch your cravings. Now.

Post Copy A (Superfood+Flavor): Don’t reject your snack cravings. Smother them with dark chocolate followed by a superfood crunch.

Post Copy B (Evocative Language): Subtly sweet dark chocolate rolls your taste buds into bliss. Crunch your cravings. Now. 



Engagement Component  

This idea (which we pitched but ultimately didn’t execute) was built around a simple premise: what do your flavor cravings say about you? More than you might realize, according to science.

Cravings aren’t just fleeting, trivial feelings, they are informative of your preferences beyond flavor. 

The concept was “the science of cravings meets the Harry Potter sorting hat,” which would have made it possible for you to discover something new about yourself, share, join a loyalty program and access personalized, cravings-based rewards. On the back end, we would gather audience data and provide better recommendations.


Gourmet Almonds

This new line of products was a real treat to work on, if only because we got free product and these nuts are delicious.

Unlike other almonds, they’ve been blanched to remove the skin and lightly coated in olive oil and seasoning to create a unique “mouth feel” (yes, mouth feel is a term used in the nut industry).

Drive awareness and consideration of this new product line through tantalizing content. Clients loved what we did with the bite-sized Crave Victoriously content and wanted something similar for gourmet.

Inspired by the chef’s table, crafted for yours. Their eclectic foodie target isn’t just looking for a new snack, they’re looking for a new story. Something they can share with their friends to elevate their own status.

Videos and copy that introduce the product’s story: the artisan creation process and chef inspired ingredients. 

Post Copy A (Ingredient Fact & Flavor): Is that Rosmarinus Officinalis we smell? The aromatic herb known to us as Rosemary was called the “dew of the sea” in the ancient Mediterranean. With a pinch of sea salt, we call it delicious.

Post Copy B (Process & Pairing): Brighten any platter. Our Rosemary and Sea Salt gourmet almonds have a natural woodsy and lemony flavor. They pair well with a board of cured meats and cheeses. Or tangy jams and fresh fruit.

Post Copy A (Ingredient Fact & Flavor): Flavor from the Precambrian era? One bite will send you 800 million years into the past. When lava swallowed an ancient sea forming the salt that makes our mouths water today.

Post Copy B (Process & Pairing): Serve something simple and elegant. Our Pink Himalayan Salt gourmet almonds are roasted and then seasoned with beautiful crystals. Bring a delicate balance of crunch and salt to a platter of pickled vegetables or delectable sweets.

Post Copy A (Ingredient Fact & Flavor): Do you live and die by garlic? The ancient Egyptians did. Pharaoh “Tut” had garlic buried with him in his tomb. And the pyramid builders ate it raw. We prefer our garlic roasted, with olive oil and herbs.

Post Copy B (Process & Pairing): Toast to impressive tastes. These almonds are roasted and seasoned with a trifecta of garlic, chef-inspired spices and extra virgin olive oil. They bring a distinctive crunch and burst of sophistication to any crostini or crudité platter.

Post Copy A (Ingredient Fact & Flavor): Truffle the superfood? If you lived in ancient Greece the answer was a resounding “naí” (that means yes). They believed it gave godlike health to body and soul. We believe its flavor is divine.

Post Copy B (Process & Pairing): Dabble in decadence. These irresistibly crunchy almonds are roasted and then dusted with black truffles. Pair them with a spread of acidic cheeses and artisanal honey to make any occasion a fine occasion.


Misc. Content

Agency: TMA/Fanscape
CD: Brandon Stuart
ACD: Zane Cassidy
Sr. CW: Courtney Davidson
CW: Brynn Cahalan
Sr. AD: Christina Contreras
AD: Jordan Broun


Hi, I’m Zane

I help brands develop their strategy and express it through creative concepts, content and copy.  

I’m your co-pilot in the oftentimes complex world of marketing and branding.

Who will help your business grow through 4 specialties:


Verbal Identity

Brand Strategy


Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.

Nowadays, I partner directly with the people at agencies and brands.  

Together, we create cool new stuff:

🏆 Award-winning verbal and visual identities. Like my work on Arch Anchor and Mosaic, done in partnership with comrades at Dean & Co.

🐣 New brand campaigns and performance marketing assets. That question category norms and drive engagement. Like my work with UCLA and Guava Family.

👔 Partner with CEOs at brands like Lejon and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors. 

Say Hello 


“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.” Reed Schmidt, Creative Director, Guava

“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.” Gregg Hemphill, CEO, Nexbelt

“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.” Gina Colonette, Senior Social Media Manager, Philips 


Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.

The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.

Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”




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